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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6 2 Store Brands / February 2017 / Category Intelligence: Pet Care Products it, grocery retailers typically do next to nothing to merchandise pet care products, vendors maintain. They note that innovative packaging and creative displays would invigorate sales. Dog treats, for example, commonly come in a stand-up resealable pouch. "Everybody is using the same generic type of packaging," which is incredibly monotonous, Trachenberg insists. He travels to Europe to seek out packaging innovations that will enable Chasing Our Tails' products to stand out on store shelves. For example, using a technology developed in Denmark, he is able to make bags in different shapes, one of which looks like a mason jar. Pet product packaging "is where mass market and grocery really need to get with it like they have in their other aisles," Trachtenberg says. For certain items, retailers can even appeal to shoppers' olfactory sense with packaging, Trachtenberg adds. "One of the things we did early on is put our smoked bones in a mesh bag, so you can smell the hardwood smoke," he says. "So when you walk down the aisle at Whole Foods [which carries the product], it smells like barbecue. You're eliciting a whole new emotion." Many merchandising and promotional initiatives, some very simple, can boost pet care sales in general and store brands in particular. For instance, "attractive end caps move product," Thomas points out. "Retailers should prominently display store brands to drive awareness and sales," Ruben adds. "They should invest in marketing their store brands via rewards programs and in-store and on-shelf signage." Pet owners, moreover, love heartwarming stories. Retailers should leverage the strong emotional bond humans have with their animal companions with effective storytelling in the store, on their websites and in their advertising circulars. As Govea notes, it's also a way to distinguish premium private brands from national brands. "Engagement with consumers is key to selling pet food, particularly if your private brand program is not price point-driven but driven through quality and a compelling brand message," Govea says. "Storytelling at the consumer level is essential to differentiate store brands from national brands, compelling consumers to try a new pet food or buy your products again." SB Schierhorn, managing editor of Store Brands, can be reached at [email protected]

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