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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Page 16 of 69 / February 2017 / Store Brands 1 5 "black dot," a circular emblem featuring the Publix logo. What Publix sought through the own-brand line was continuity — the retailer wanted all products to appear different from their respective national brands but more uniform in packaging. "Our customers were then able to readily identify the Publix Brand," Cox says. That they did — big time. Shortly after the conversion, customer inquiries began pouring in asking if Publix had increased its private label line. "But we didn't increase it," says Maria Brous, Publix's director of media and community relations. "All that had changed was the packaging. But awareness grew significantly among our customers." Around the same time, Publix also pumped up its Publix Premium line, which had consisted of only a handful of products dating back to 1994, with many new items including select coffees, ice cream, sauces and other specialty products. In 2003, the retailer added its Publix GreenWise brand, featuring organic and free-from products. In the past 14 years, Cox and the Publix team, including Karen Hall, Publix's director of emerging business and private brands, have kept a close watch on the three tiers — strategically adding and subtracting items to keep up with and stay ahead of the trends. Hall and Beth Ware, a store brand specialist, are constantly studying data and customer feedback to identify gaps in private label tiers for possible new products. Today, Publix's private brands exemplify everything that contemporary store brands should be — from quality and value to distinction and personalization. Publix, which began in 1930 and has grown to more than 1,140 stores in six states, is not only hailed as one of the top supermarket chains in the country, it is also highly regarded for its own brands. It's why Store Brands is recognizing Publix as its 2017 Retailer of the Year. In addition to the three tiers, Publix also offers an at a glance u Founded in 1930 in Winter Haven, Fla., by George W. Jenkins. u One of the 10 largest-volume supermarket chains in the United States. u Largest employee-owned supermarket chain in the United States. u 1,141 stores in six states: Florida, 775; Georgia, 184; Alabama, 64; South Carolina, 57; Tennessee, 40; North Carolina, 20. u 2015 retail sales of $32.4 billion. u Nearly 190,000 employees. u Company's three dairy plants produce enough private brand ice cream annually to make more than 400 million single-scoop ice cream cones.

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