New Book Emphasizes The Importance Of Private Brands

Supplier engagement specialist, Solutions for Retail Brands (S4RB), has underlined the importance of private brands in driving retail success in the grocery sector in a series of three new books.

Entitled ‘Unified Brand Experience’, the company sets out its vision for greater collaboration between retailers and their suppliers as a way of delivering winning products in an increasingly challenging and competitive market.

S4RB, a consultancy led software company that works with the likes of Asda, Boots and Waitrose, creates solutions for retailers to work with their private brand suppliers as ‘One Team’ to continually improve product quality, innovation and compliance. This in turn paves the way for private brand goods to help drive customers into store, while bolstering satisfaction, loyalty levels and sales.

With case study examples of successful private brand retailers, S4RB claims the books challenge retailers to “think differently” about supplier and customer relationships. Better behavior, better results.

The approach, known as Unified Brand Experience, uses S4RB’s UBX Cloud Services software to tap into a wide range of data sources, including call center and in-store feedback, to build a detailed picture of product performance in the eyes of the customer. Retail private brand teams and their own suppliers can collaborate around ‘One View’ of product performance to ensure consistency and winning quality, which is consistent with the brand values and customer promise.

Attendees at the Velocity: The My Private Brand Conference next week will learn first-hand about UBX from Kieran Forsey, CEO, North America. As well as receive a free copy of the first book in the series.

Data generated also assists with identifying new trends in the market and driving forward innovations. James Butcher, S4RB’s Managing Director, commented: “The UK private brand market is one of the most successful in the world, with many products rivalling or out-performing national brands. In tune with consumer behavior, these ranges have the power to set supermarkets apart from their competitors.

“However, retailers are all-too-aware of the challenges they face – whether its is competition from the so called ‘discounters’ like Aldi or Lidl, the difficulty of collating customer insights or poor relationships with suppliers. If they are to survive and prosper, they need to use data to empower suppliers and work as one team to deliver the best products they can.”

The three-part series of books are available to download.


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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.