Greenway United at A&P

I had the opportunity to spend this past Monday in Chicago at the Shopper Insights in Action Conference. The conference is produced by IIR. IIR also produces FUSE and the September conference that I am chairing Private Brand Movement. The following is a post from the conference blog, Shopper 360 that discuss the presentation by Perry Seelert of the New York branding agency United*.

Perry Seelert of United* spoke today about the new private brand and strategy for A&P, the first national supermarket Chain in the United States. By the 1980s/90s, A&P went from a mega retailer to a drought; but this made the retailer think differently. A&P worked to have fun with their private label, specifically Greenway. They’ve worked to combat the general perception of what A&P SHOULD be into what A&P CAN be.

There is an amazing amount of visual density clutter on the shelf. For example it cleans out the “clutter” with other brands and makes it visually appealing and emotionally invigorating. In order to fight that clutter more specifically, A&P works to be clear and honest. By taking the nutritional information to the front of the package, A&P creates a trust with the consumer that there is nothing to hide in their products.

But the package can only do so much. In an in-store environment, signage works to be just as honest and just as transparent as their packaging. Making sure that the brand speaks to the customer at every touch point is incredibly important. Gaining trust with the consumer is paramount to success. While defining the new voice for A&P (It’s no longer your Grandma’s grocery store), it has created a new voice and new brands that speak to the customers. It involves strategy, vision and investment in the future and in your customers. While sales have increased with the new voice, it’s only part of the picture. A&P is moving on to so much more.

Please join me at the Private Brand Movement Conference September 27-29 in Chicago. My Private Brand Readers may register with the code MYPBRAND and save 20% off standard rates.

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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.