Store Brands

JAN 2017

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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6 2 Store Brands / January 2017 / Category Intelligence: Sauces & Marinades working to jumpstart, Barcelona states. "To generate sales, there must be pull from the customers who ask stores to create products after being exposed to the flavors at the restaurant level," he says. "That makes the retailer more willing to take a leap of faith and bring the selections into stores." It's also vital that retailers' marketing and branding teams understand sector trends if they are to develop the most pertinent store brands, Barcelona states. Be more nimble Merchandisers of store brands, meanwhile, often have a competitive advantage over national manufacturers as they are able to respond much more quickly to changing shopper trends, Dieterle says. Such retailers typically can streamline the extensive research and testing that national brand suppliers usually undertake before rolling out new selections, he states. "Retailers who are aware of the changing consumer palates and understand evolving shopper eating behaviors can shift their merchandising strategies much more quickly than the national brands," he notes. "National manufacturers are very apprehensive about changing anything because of the inherent brand equity in their products. They have a much slower reaction time." To enhance the visibility of the newer brands, retailers should merchandise items in the most desirable store locations, such as endcaps with eye-level facings, Dieterle says. Placement on shelves alongside national brands is also a valuable way to enable shoppers to easily compare the items, including ingredient statements, quality, freshness and price. In addition, in-store demos can generate enthusiasm for store brands by illustrating to shoppers the prospect of using newer and more exciting flavors to create restaurant-style meals at home, Barcelona notes. Tastings also enable retailers to gauge consumer reaction to specific selections prior to investing in large-scale rollouts. "Before stores bring in trailer loads of an item, it is prudent to first get a handful of cases or a pallet from suppliers, sample them, and see what the response is," Barcelona states. Retailers can further generate interest in store- branded sauces and marinades by merchandising the items in a multitude of locations, such as the meat department, vegetable section and ethnic aisle, Dieterle adds. Do use packaging that is both attractive and functional.

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