Solving The Challenges Of Private Brand Retailers



    In this video, Penny Coates non-executive director focused on retail for Solutions for Retail Brands (S4RB) draws on her career with Asda, Boots, Mars and PepsiCo to present some interesting observations on private brand.

    Solving The Challenges Of Private Brand Retailers 

    I think team work is really important in any aspect of life.

    If you take the athlete that appears to be the individual successful athlete, they have a massive team behind them and I think private brands are no different to that.

    It’s really critical that everybody understands the customers’ needs and that suppliers and retailers work well together to satisfy those customer needs.

    It’s actually all about mutual success because the growth of one and the growth of the other are intrinsically linked.

    Suppliers and retailers working together can be a lot more efficient than the two working alone because both need to test products, both need to understand what the customer thinks of the products and it’s really critical to get that information and to get it quickly and efficiently.

    It’s about the whole supply chain, it’s about where the product comes from, it’s about the look of the packaging, the look of the product and actually meeting the customer needs overall.

    So, things like quality testing and understanding customer feedback, if both supplier and retailer do that it’s really inefficient, so actually working together One View, One Team, that has to be the way forward.

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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.