Yesterday Tom Pirovano of the TheShopperWonk published a story entitled “10 Tips for Defending Your Brand from Private Label” Here is my take on a similar list for the other side. “10 Tips for Growing Private Label”
- Health Claims
First look for claims you can make without reformulations, Low Fat, Antioxidants, etc. Then consider minor reformulations, can you make a better tasting, better for you, “blue box” macaroni & cheese
- Unique Packaging
Identify the low hanging fruit. Where can you add convenience or value. Bacon in a clam shell or potato chips with a zip lock. Identify packaging best practices from other countries, milk in bags, sous vide and take advantage of them. Follow Target’s, Archer Farms Cereal example and create great packaging.
- Line Extensions
New Flavors, New Tastes, New Colors. Partner with your vendors and encourage new extension. Use shopper data to uncover unique ethnic or regional preferences and create line extensions to capitalize on them.
- Promote a Cause
Use your Private Label to promote local causes. Create coordinated programs that engage the shopper at shelf, at register and at home. Harris Teeter ties their VIC Card to Private Label to generate funds for local schools.
- Odd Ounces
Add value by adding size or quantity.
- Create and Promote A Value Brand
Not to be confused with a National Brand Equivalent this is a true value brand. Products in this brand should have consistently good quality and consistently great prices.
- Local Ties
Your stores are in the community take advantage of that. Your associates engage with the community everyday. Look for local flavors and tastes and turn them into products. She Crab Soup, Hop n’ John, Gumbo, Tri Tip, Loose Meat Sandwiches, etc.
- Differentiate Yourself
Compete with National Brands like you compete with any other brand. Set your brand apart with a clear case for why it’s worth more than the National Brand.
- “Green” Sizes
Offer “value sizes” or “club packs”. Large pack sizes use less packaging by nature. Combine the value message with the green message and this will reinforce virtually any retailer’s brand. Save money and help the planet.
- Keep Innovating
Never stop innovating. Innovation will create differentiation. Give shoppers a reason to spend a more time in your store and further engage with your Private Brands. Use your personal connection and local relevance to speak to your customers.