Store Brands

FEB 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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1 4 Store Brands / February 2017 / onsumers often hid them in the kitchen pantry behind the tall boxes of brand-name cereals and cake mixes so nobody could see them. They were eaten, perhaps, in secret. Tim Cox, director of creative services for Publix Super Markets, remembers well the erstwhile buyers of private label products from the Lakeland, Fla.-based grocery chain. Back around 2000, consumers weren't exactly permeated with pride upon purchasing Publix's store brands, Cox says. "People didn't necessarily want others to know that they had bought them," he adds. Cox, whose team works on the branding and promotion for Publix's private brands, knew something had to give. So he and his marketing partners embarked on a consumer research study to learn some things about Publix and its private brands. What they discovered was that while consumers trusted the Publix name, they didn't think highly of Publix's private brands mainly because of the products' packaging design. Cox and his team also detected that consumers generally lacked awareness of Publix's own brands, which then consisted mainly of name-brand knockoffs. Rather than push the panic button, Cox and the Publix brass viewed the situation as an opportunity. They felt they had quality own-brand products but not the packaging and marketing to support them. Knowing they had the public's trust, they challenged themselves to make Publix's private brands a component of that loyalty. "What we did was design a new proprietary system to leverage our name and the quality of our products," Cox says. What was born shortly after in 2002 was the Publix Brand of private label products, featuring a clean, white packaging design with the well-known By Lawrence Aylward Publix TRUST The Supermarket chain's 'relentless pursuit' of customer service includes the value it places on its own brands. It's the reason Publix is our 2017 Retailer of the Year

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