New Technology & Private Brand Growth.

New in store technologies and media seem to emerge on a daily basis, this one from Aisle 411 is an intriguing idea for a superstore or mass merchant. Looking for a specific product dial in speak to the system and it tells you where to look. Combine this with the potential to plug a private brand, promotion or new product launch and it becomes even more interesting.

If Private Brand add one more item to each basket using great branding, great products and innovative instore marketing it can significantly impact retail sales, margin and profits.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.