2012: The Year of the Private Brand Consumer

Retailers must actively involve customers when developing private labels in order to enhance brand perception, according to retail intelligence firm Planet RetaiL.

Planet Retail’s Private Label Trends, 2012 report sponsored by Daymon Worldwide, looks at six key trends that will shape the world of private labelling in 2012 and beyond. At the forefront of this shift in the retail landscape is customer endorsement.

Global research director Natalie Berg said: “Today’s empowered consumer wants to be involved in the decision-making process, whether that is simply providing feedback or suggesting entirely new product lines. Getting customers to endorse your products not only instils trust but, crucially, it ensures high quality standards for private label items.”

Although this trend is still in its infancy and predominantly taking place in Europe, Planet Retail believes that there is huge opportunity for retailers around the world, particularly in North America. Leading industry players Walmart-owned Asda, Carrefour, Loblaw and Migros are currently paving the way with social media and marketing innovations. As a direct result of customer involvement, retailers have been able to uncover entirely new product lines and sub-ranges.

As revealed in this report, retailers are venturing into new premium categories and tiers, increasingly blurring the traditional good-better-best scheme. Additionally, a growing number of distribution agreements are materialising, be they traditional bricks-and-mortar specialists or online retailers such as Amazon.

Research director Matthias Queck, said: “Retailers are looking to extend the reach of their private labels beyond the walls of their stores. By making them available through other distributors, they are taking a first step towards ubiquity, so far an exclusive feature of national brands.”

Source: Planet Retail

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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.