Private Brand: Your Customers Have the Answers

The first day of the Shopper Insights in Action conference in Chicago, Illinois, produced by IIR the producers of the upcoming Private Brand Movement conference included presentations from:

  • Lisa Rider, VP Retail Marketing, The Nielsen Company – “Store Brands Update: Where Are Trends Heading Now?”
  • Mike Kitz, Senior Vice-President of OfficeMax Brands and Product Development, OfficeMax – “Your Customers Have the Answers: Shopper Insights to Drive Innovation at Retail”
  • Vickie VanHurley, Ph.D., Packaging Design Supervisor, Meijer – “Think, design like a shopper”

Mike Kitz of OfficeMax challenged attendees to listen to customers and to innovate asking…

What do Kindle, TUL, and DiVOGA have in common? They are private label brands that are quickly becoming national brands sold outside the originating retailer. Amazon has been a staple of e-commerce for years, but who would have expected them to release a product like the Kindle that dominates the e-reader space? OfficeMax has stepped up to be the office super store private brand innovator with their TUL and DiVOGA lines, now sold at Food Lions, Safeways, and Best Buys across the US.

And what else do Amazon and OfficeMax have in common? They are listening to their target customers and continuing to refine existing products, and they are playing to their strengths. So, how about you? What does your store or brand have as a point of differentiation that can help you innovate? You may not be an e-commerce giant with a reputation for book sales or have a fleet of retail locations available for in-store intercepts, but if your business is successful in today’s market, you do have some competitive advantages. Now, get out there and innovate!

If you were unable to attend this week’s event make sure to join me at the groundbreaking Private Brand Movement conference in Chicago September 19 – 21 where Mike Kitz, Senior Vice-President of OfficeMax Brands and Product Development, OfficeMax and Marc Okicich, Director–Marketing & Branding, New Business, OfficeMax will present:

Private Brands Become National Brands: Selling To Other Retailers

OfficeMax will share the story the creation of some of their Private Brands. And they will share how they have taken these Brands to other Retailers.

  • What’s the benefit for other Retailers?
  • What’s the benefit for OfficeMax?
  • What do consumers think?

My Private Brand group members can register with the code MYPBRAND and receive 20% off the standard rates.

Source: My Shopper 360



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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.