Shopper Insights Kicks Off With A Private Brand Laugh

The 12th Annual Shopper Insights In Action Conference kicked off this morning with a preconference Symposia, unfortunately I was in the air most of the morning so I missed the opening keynote by Darren Marshall, Vice President, Global Shopper Development from Coca-Cola – “The Ripple Effect: Creating a Global Movement to Convert Shoppers into Buyers” as well as the second keynote from Andrew Duguay, Senior Economist, ITR – “Make Your Move: Global Economic Update.” However I made it just in time for the beginning of the five breakout tracks after lunch.

  1. Global Capabilities And Emerging Markets
  2. Retail Brands
  3. Category Solutions
  4. Segmentation
  5. Mobile And Social Commerce

As you would expect I headed straight for the Retail Brands track. The track included two presentations from retailers; the first “Creating Private Brands in conjunction with Branded Products” an intriguing look at the expansion of Private Brands through the lens of a category manager that also had to sell national brands from Ben Wynkoop, Director, Merchandising Support Services, 7-Eleven.
The second titled “Driving Private Brand Through Product Innovation” was delivered by Connie Walsh the Director of Marketing and Packaging, Staples. She walked an engaged audience through the Staples product innovation process including the development of the MailMate shredder and Better Binder. However the highlight of her presentation came at the end when she screened a series of Private Brand focused videos created to bring the Staples brands to life on staples.com. They are engaging and funny and great example of a retailer leveraging its resources to truly bring their brand portfolio to life.
Check one out:

Enjoy all eleven videos on the Staples site



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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.