Store Brands

NOV 2016

Store Brands delivers unprecedented strategic and tactical information needed by retail executives to develop and support compelling, differentiated store brand programs to build customer loyalty.

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Top of Mind 1 6 Store Brands / November 2016 / also recognize the need to tailor the branding story to consumer behavior within a particular category. Mine consumer insights Many market research groups are striving to understand consumer behavior across a wide range of demographics and categories. Such market intelligence can help determine optimal package sizes, as well as item varieties. Working with its Private Brand Council (consisting of retailers, wholesalers and manufacturers) and IRI, FMI has been conducting research specific to how new private brand products are developed and launched and how consumers view and engage with store brand items. "We're scrubbing social media to find out what consumers are actually saying about private brands," Baker shares. He notes that FMI plans to issue a four-chapter white paper on this research in phases next year, with the first chapter to be released around the end of January. Private label manufacturers, which frequently work with a range of retailers that target different demographics, can be founts of information on consumer behavior, too. To be innovative with store brands, retailers and private label manufacturers need to pool their consumer and category insights and collaborate on product development, Baker says, pointing out that creativity can be found on both sides of the partnership. "From surveying our Private Brand Council, we know that manufacturers are bringing new items to retailers, and retailers are bringing new items to manufacturers," he notes, adding that sometimes retailers and manufacturers glean new product ideas during trips overseas. Streamline communication During the packaging design phase, which has historically been time-consuming because of all of the external players and required sign-offs, new technologies can help shorten the time to market, Baker suggests. To realize efficiencies, retailers may be tempted to bring or keep design in-house, but that's usually not a good choice, according to Maute. "I believe that design is one of the most under- leveraged tools in U.S. private label grocery packaging today," he adds. "If you were to look at the UK market, PROUD SUPPLIER OF LEADING PLAYERS ACROSS CANADA AND THE UNITED STATES Not familiar with Première Moisson? DROP BY AND SEE US AT PLMA 2016 SHOW! BOOTH 1303

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