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.