Software Solutions Drive Innovation at Walmart.

Walmart Store

In the continual evolution of Private Brands Walmart has taken the next step in developing, protecting and growing its Private Brands. They have installed the Odin brand management software across its fresh produce, grocery and health and beauty lines to improve the efficiency of its Private Brand packaging process.

Odin is a browser-based technology platform that ensures your entire brand design to print process and product development process is controlled by a transparent critical path, which all stakeholders can monitor in real time. It works by coordinating all the processes involved in developing brands, taking them from concept to consumer.

The software, which is also used by Walmart-owned European supermarket ASDA, will increase the speed-to-market and reduce costs by eliminating duplication, sharing information online and minimizing errors.

Walmart plans to improve its package development timetables using three of Odin’s modules: Odin On Time, which reduces delays in the design-to-print process; Odin Sprint, which speeds up the artwork approval process; and Odin Assets, a content management system for both data and designs.

Odin is currently being used in the creation of Walmart’s Marketside Private Brand of fresh foods and its health and beauty Private Brand Equate. The retailer now plans to extend it across all of its Private Brands.



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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.