Walgreens, Safeway & Topco to Address Strategy at the Store Brands Innovation Summit

SBD - Alkemeda

This year I am excited to partner with Store Brands Decisions to give My Private Brand readers an exclusive discount on the 4th annual Store Brands Decisions 2014 Innovation & Marketing Summit, held February 26-28 at the Hyatt Regency O’Hare in Chicago. Use the exclusive discount code MPB2014 and receive $200 OFF current rates. Offer Expires Feb. 7th

The Summit will feature three strategy focused presentations from retailers: Michael Fox
, Vice President of Brand Marketing & Innovation
, Safeway; Moe Alkemade
, Group Vice President, General Merchandise Manager
, Walgreens Co.
 and Glenn Backus
, Senior Vice President, Center Store Programs and Innovation
, Topco.

Michael Fox
, Vice President of Brand Marketing & Innovation
 – Safeway
Wednesday, February 26, 4:15 pm – 5:15 pm
In this special opening keynote presentation, Safeway’s Michael Fox will explore one of the most talked about questions in the industry: How can CPG best practices help drive private brand growth? Fox will address the following topics and more during his presentation: What CPG best practices can help retail brands and what should be left behind? What store brands can do to win the battle for the consumer in the long term? And how should vendor-partners adapt to change the game?

Glenn Backus, 
Senior Vice President, Center Store Programs and Innovation – 
Friday, February 28, 8:00 am – 8:45 am
Store brand strategy by tiers is a critical part of any retailer’s go-to-market plan. But often overlooked is the opportunity for store brands teams to lead in other areas critical to success. What is your company’s strategy around gluten free? GMOs? Shelf-ready packaging? Or even the use of packer labels? Many retailers don’t have a defined strategy in these areas. Store brands leaders are in a unique position at most companies to answer these questions and help drive critical and broad assortment discussions. This presentation will highlight some of the opportunities that progressive store brands teams can lead as they extend their influence beyond the world of private label and into customer-focused strategy. We’ll cover how to think about some of these opportunities and what can be done to help companies grow. It’s time to think beyond the tiers!

Moe Alkemade
, Group Vice President, General Merchandise Manager
 – Walgreens Co.
Friday, February 28, 11:15 am – 12:00 pm
As store brands play a more significant role within retail, the path to success lies not only in the products that are developed but equally the organizational commitment to manage the business in a more strategic manner. In most cases, store brands compete directly with other national brands and as such need to align resources and expertise to deliver a more complete solution for merchandisers to work with. This session will address keys to success such as: Building an organization similar to that of a CPG; focusing on key areas such as marketing, trade/promotional spending, pricing, product development, product integrity; providing full solutions inclusive of annualized plans – marketing, trade spending and promotions and innovation; and evolving past simply developing items and building a strategic platform by brand.

Register for the Summit Today!
Use the exclusive discount code MPB2014 and receive $200 OFF current rates
Offer Expires Feb. 7th

Let me know if you would like to meet!


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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.