Ennen will address how retailers can think like national brand owners in marketing, merchandising and selling their private labels. He’ll also be presented, on behalf of Safeway, with PLBuyer’s Private Label Retailer of the Year Award. Safeway was chosen as the magazine’s 2012 retailer of the year because of its brand-like approach to promoting its Private Brand, such as its use of an integrated marketing campaign to back its Open Nature line.
Speaking with PLBuyer for its January cover story on Safeway, Ennen described how Safeway has blended existing Private Brand talent with new talent brought in from a variety of CPG companies.
“It’s really about the infusion of new ideas,” Ennen says in that story. “It’s about [considering and implementing] best practices from other companies and other industries. We’ve hired a significant number of people from CPG as well as created opportunities for people within the organization to move onto the consumer brands team.”
Other retailers, such as Weis Markets, Price Chopper and Family Dollar, also will have private label executives speaking at the conference, which also will include attendees taste-testing a wide range of private label foods and beverages.