The first in my series of Private Brand snapshots from my trip to London finds me in the Sainsbury’s in Fulham Broadway Retail Centre, my wife and I actually stumbled upon the store after getting off the tube. The caution I will include in all of these posts is very simple: this post is the result of one store visit and reflects what I saw in the actual store, a true picture of a retailers strategy would require significantly more research and analysis. Sainsbury’s is the third largest chain of supermarkets in the United Kingdom with a 16.5%+ share of the UK supermarket channel. Sainsbury’s operates approximately 557 supermarkets and 377 convenience stores totaling 934 stores.
Unfortunately I was only able to snap a few shots on my iPhone before being run out of the store by a polite but firm manager. Even after working in retail for many years I can’t say I understand this policy, no photography in store, yet I can buy any of the products and take them home to photograph. Perhaps then it is the signage or merchandising? Yet it is a public place and I can walk through everyday see every sign and every aspect of the merchandising.
Sainsbury’s portfolio of Private Brands follows the expected English formula with all products being a part of the Sainsbury’s brand and sub brands for value tiers or discrete categories helping the merchandise team select products.
Best – Premium – they avoided the now clichéd black packaging, but the dark purple design is easily perceived as black and still fits into the English premium Private Brand formula.
Better – National Brand Equivalent – by Sainsbury’s may also be divided into smaller sub brands such as “Italian by Sainsbury’s”
Sainsbury’s be good to yourself
Better – National Brand Equivalent: Healthy Choice Brand
Better – National Brand Equivalent: Offers free from options including: wheat, gluten and dairy
Sainsbury’s SO organics
Better – National Brand Equivalent: Organic – The similarity to O organic from Safeway, is not lost on American readers
Good – Value basics – The design speaks for itself and clearly feels at home with Tesco Value or any of the basic brands in the UK.