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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Page 64 of 77 / January 2017 / Store Brands 6 3 Have a plan "It is important to have an intelligent, mapped out, merchandising strategy," Barcelona states. "Retailers can't just place items on the shelf and expect someone to grab them. There has to be a marketing effort that includes strategic locations." To further generate attention, product packaging should be attractive and functional, Dieterle states, adding that enabling shoppers to easily view the contents will generate a perception of freshness. "The best bottles also go on the shelf without looking sloppy," Barcelona notes. "They must be stackable, align well in a row and look secure with a firm break seal that says they can't be tampered with." In addition, labels should be simple with a minimal amount of information to avoid clutter, he states. Yet, it's also important that retailers detail the ways that consumers can use specific sauces and marinades in their recipes, Dieterle says. Possible communication vehicles include package labels, retailer websites, e-mail and other social media. Expand the options Having an array of store brands that appeal to a range of shopper segments is also vital, and selections should feature both novel products as well as those that mimic the most popular national brands, he states. "Private label retailers have the authority or expertise to make similar products as the national suppliers, but there is a shift that is leading to innovative rollouts as well," Dieterle says. "Millennials and Generation Xers want the next new thing, and store merchandisers have the creative license and liberty to introduce new flavors." The strongest private label opportunities over the next few years, meanwhile, will likely come from the continued merchandising of ethnic sauces and marinades along with more natural and organic items and products with clean labels, Dieterle states. "There will be a huge emphasis on health and wellness, and consumers will view products that they once saw as fringe — such as items with chia, algae and seaweed — as being more functional," he notes. "Global flavors also will become more popular. And because of a shift by consumers to eating smaller meals throughout the day rather than three main meals, more items will come in smaller pack sizes." SB Rich Mitchell is a freelance writer based in Wilmette, Ill. Don't forget to cross- merchandise sauces and marinades in the meat department, vegetable section and ethnic aisle.

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