Gil Phipps VP of Kroger & Professor Jan-Benedict Steenkamp to Speak at Velocity Conference

Today I am excited to announce the first two speakers and their presentations for the 2019 edition of the Velocity Conference. This year’s event will be held April 29 – May 1, 2019, at the Le Méridien Charlotte in Charlotte, NC.

The first two speakers represent the largest traditional grocer in the U.S. and a respected academic: Gil Phipps of Kroger and Jan-Benedict Steenkamp. Private brand readers may remember Steenkamp’s 2007 seminal book “Private Label Strategy: How to Beat the Store Brand Challenge.”

Over the next few weeks, we will be announcing the entire lineup of groundbreaking speakers who promise to educate, challenge and grow private brands for years to come.

Early Bird tickets are on sale through Friday, February 15, 2019, don’t miss the chance to save $300.

Register Today!

Gil Phipps, VP Branding, Marketing, & Our Brands, The Kroger Co.

Gil Phipps is the Vice President of Branding, Marketing, and Our Brands for The Kroger Co. He joined the retailer in 2012 as Vice President of Our Brands (The Kroger Co.’s private brands group) and has led the transformation of Our Brands by evolving existing brands and introducing new brands that resonate with customers. Through elevating recipes and product formulations, inserting personality into packaging and more, he has increased customer loyalty and driven record Our Brands sales growth. Under his leadership and influence, the Our Brands business has substantially increased. If Our Brands were a unique consumer packaged goods company on the Fortune 500 list, it would rank number 138. Gil was instrumental in introducing Simple Truth, now the largest natural and organic brand in America with more than $2 billion in annual sales.

Gil started his grocery career in 1987 as a store director for Fresh Plus Grocery in Austin, Texas. Following the role, he became the brand manager for Guiltless Gourmet before moving into brand marketing positions at both Michael Angelo’s Gourmet Foods and Hormel Foods. In 2001, Gil joined H-E-B as a brand manager before earning a series of promotions that placed him as the leader of H-E-B’s store brands program. In 2015, Supermarket News recognized Gil as one of the “Top Disruptors” in the industry, and, in 2018, Store Brands Magazine awarded him the “Private Brands Prowess Award.”

Gil will discuss:


One of the industry’s most established and highly regarded grocery retailers won’t stop pushing the boundaries to increase its private brands’ competitive edge. Hear Kroger’s VP of Branding, Marketing & Our Brands, Gil Phipps, discuss the series of strategic actions he sees fueling Kroger’s continued growth in Our Brands.

Early Bird tickets are on sale through Friday, February 1, 2019, don’t miss the chance to save $300.

Register Today!


Jan-Benedict Steenkamp, UNC Kenan-Flagler School Of Business

Jan-Benedict Steenkamp is the C. Massey Distinguished Professor at the University of North Carolina’s Kenan-Flagler Business School. He has written four books on branding and retailing, Private Label Strategy: How to Beat the Store Brand Challenge (Harvard Business School Press, 2007), Brand Breakout: How Emerging Market Brands Will Go Global (Palgrave Macmillan, 2013), Global Brand Strategy: World-wise Marketing in the Age of Branding (Palgrave MacMillan, 2017), and – most recently – Retail Disruptors: The Spectacular Rise and Impact of the Hard Discounters (Kogan Page, 2019).

One of the world’s leading thinkers on global strategy, branding, retailing, and private labels, he has taught, consulted, and given executive seminars in all continents. He has worked on (inter)national lawsuits and trade disputes involving branding and private labels. His work has been featured in Harvard Business Review, The Wall Street Journal, Financial Times, The Economist, The New York Times, Bloomberg Businessweek, newspapers in China, Europe, India, and South Korea, and he has been interviewed on television and radio in the U.S., China, Europe, South Africa, and India.

He has received an honorary doctorate from Aarhus University (Denmark) and lifetime achievement honors from the Royal Netherlands Academy of Sciences, the American Marketing Association, and the European Marketing Academy.

Retail Disruptors: The Spectacular Rise and Impact Of The Hard Discounters

Professor Jan-Benedict(JB) Steenkamp of UNC Kenan-Flagler Business School will present a look inside his new book“Retail Disruptors: The Spectacular Rise and Impact of the Hard Discounters” where he explores the biggest disruption in grocery retailing in 50 years. He analyzes hard discounters from an international perspective to raise awareness of who is under threat and what can be done about it.

Velocity Conference attendees will each receive a copy of JB’s book.

The U.S. grocery market is the biggest in the world and it’s under competitive threat from “hard discounters” like Aldi, Trader Joe’s, and now Lidl.

Hard discounters are the source of the biggest disruption in grocery retailing in half a century. Whenever they enter a market, grocery retail is profoundly and irrevocably changed, and their sites are set on the U.S.

A new book is the first to explore this upheaval: “Retail Disruptors: The Spectacular Rise and Impact of the Hard Discounters” by Jan-Benedict Steenkamp, Knox Massey Distinguished Professor of Marketing at the University of North Carolina Kenan-Flagler Business School, and Laurens Sloot, Distinguished Professor of Retail Marketing at the University of Groningen in the Netherlands. They are leading authorities in branding, retail strategy, private brand, and hard discounting. Private brand readers may remember Steenkamp’s 2007 book “Private Label Strategy: How to Beat the Store Brand Challenge.”

“Hard discounters are the only players that brought mighty Walmart to its knees, not in one major market but in two: Germany and Great Britain,” said Steenkamp. “Is America next? Aldi is expanding its U.S. network by 60% to 2,500 stores in 2022, second only to Walmart and Kroger. And everywhere Lidl enters a market, prices drop steeply.”

Hard-discount retailers offer basic goods and daily necessities at the lowest possible prices – usually 50-60% lower than national brands – while maintaining high-quality standards. “Through a sophisticated sourcing and assortment strategy, they have achieved operational efficiencies that even Walmart cannot dream of,” says Steenkamp.

According to Steenkamp, “The market share of Private Brands in America reached an all-time in 2018 of 22%. A key catalyst that is driving US private brands is share gains from hard discounters (Aldi, Trader Joe’s, Lidl) and conventional retailers’ reaction to their growth by upgrading and expanding their own private brands assortment. It will not be long before one out of every four dollars spent on grocery products (foods, beverages, personal care, household care) will be spent on private brands.”

“Underestimating this new threat has led to dramatic decreases in the market share of conventional retailers and brand manufacturers in market after market – first in Germany, followed by France, the Netherlands, Belgium, Poland, the U.K., Italy and Australia,” the authors write. “As part of their aggressive strategy of international expansion, hard discounters have set their sights on the ultimate prize: the U.S.”

Hard discounters are having phenomenal success in many countries, says Steenkamp. “And when it comes to innovation, hard discounting is the biggest in brick-and-mortar retailing in the past 25 years.”

“Retail Disruptors” analyzes the discounters from an international perspective to raise awareness of who is under threat and what they can do about it, says Steenkamp. “We offer a message of hope, but competing is going to be challenging.”

Using data and providing actionable strategies, the authors address:

  • The secrets of hard discounters’ success
  • The business model for profitability at low price points
  • Specific strategies used by Aldi, Lidl and Trader Joe’s
  • The impact on key markets in Germany,the U.K., Australia, Poland, Turkey, and the U.S.
  • How retailers can respond
  • Producing private brands for hard discounters

As they redefine value for money, hard discounters will remain a permanent fixture in grocery retail, says Steenkamp.

“The ultimate winner is the consumer,” he says. “Once hard discounters become a meaningful market presence, conventional retailers respond by dropping their prices – so even consumers who don’t shop at hard discounters benefit from their market success.” In 2018 alone, U.S. consumers save $20-30 billion dollars on their grocery purchases because of the success of hard discounters.

Early Bird tickets are on sale through Friday, February 1, 2019, don’t miss the chance to save $300.

Register Today!


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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.