Conferences Shopper Insights In Action

Private Brand at Shopper Insights this Summer


Shoppers. What motivates them? If we only had insights into what triggers the choices they make. The problem, of course, is that all too often we look at shoppers as a group and don\’t think about them as individual people.

The good news is you can learn how to reach individual shoppers and integrate your brand into their lives across all channels by attending the Shopper Insights in Action conference and My Private Brand readers can get a 20% discount on your registration cost by entering the discount code: SIA13CD.

This July, you can learn ways to speed the point of purchase decision, build a dynamic digital layer to your brand presence and transition from an \”asking\” consumer experience to one that is based on listening and observing. You\’ll find all that and more at the 13th Annual Shopper Insights in Action conference, July 15-17, in Chicago.

It\’s easy for retailers to get so focused on their Private Brand identity that they forget who they\’re trying to sell it to. Insights in Action gives retailers the opportunity to learn better ways to build a Brand and reach their target audience.

At the conference, My Private Brand\’s own Christopher Durham will be moderating a panel conversation called
 Private Brands and the Customer featuring Private Brand executives

Over the last ten years retailer owned brands have evolved from generic private labels to engaging customer focused Brands. This frank conversation with retail leaders from around the country will focus on the importance of the customer in the management, development and growth of Private Brands.

Still looking for reasons to go?

  • 19 keynote speakers including the former President of Trader Joe\’s, the celebrated inventor of Amazon\’s recommendation engine, the Zappos brand builder, America\’s leading Internet Grocer, Peapod and more…
  • The conference has more retail speakers than ever (17)! Hear from executives from Amazon, Zappos, Roundy\’s Supermarkets, Trader Joe\’s, Best Buy, Price Chopper, Jenny Craig, Lowe\’s, Michaels Stores, Ahold, Starbucks and more…
  • 700 anticipated attendees to network with.
  • New case study speakers from virtually every retail channel, and major manufacturers from diverse industries including consumables, non-durables, apparel, beauty, consumer electronics, and entertainment products.

For complete information and to register, visit the Shopper Insights in Action website. And remember, My Private Brand readers can get a 20% discount on your registration cost by entering the discount code: SIA13CD.


2010 FMI Private Brand Summit Anthem

\”Compare to or Not to Compare to: That is the Question\” FMI Private Brands Summit

\"\"For the first time, the Food Marketing Institute will co-locate their annual FMI 2012 Private Brands Summit at the FMI2012 food retail show to be held in at the Dallas Convention Center in Dallas Texas April 30 – May 3. The Private Brands Summit will feature 40+ education sessions and workshops designed to make your Private Brands more competitive, profitable and robust.

Carol Best, vice president of brand strategy the retail practice of Schawk is scheduled to speak at the FMI 2012 Private Brands Summit, a part of the FMI 2012 The Food Retail Show.

Ms. Best will share her insights on the conundrum retailers face in building brands as another choice versus as an alternative choice. Her position is that this subtle difference should not be understated as it relates to strategy and execution. The right Private Brand methodology is driven by corporate strategy and portfolio strategy. It also requires an execution strategy that is mindful of relevant brand equities, category dynamics and consumer acceptance. Her presentation, \”Compare to or Not to Compare to: That is the Question\” will be delivered at the Private Brands Summit on Tuesday, May 1, 2012, at 10:00 a.m. CDT.

\”We believe it is imperative for all private brands retailers to examine their portfolio through a dual lens of driving private brand growth and equity by using private brands as strategic business tools,\” said Carol Best, vice president of brand strategy for Schawk, Inc.\’s retail practice. \”Retailers possess robust proprietary knowledge on the habits of their customers, and the shelf space is theirs. This is an extraordinary vantage point from which to glean insights about their customers\’ needs and actions within the context of their store.\”

The theme of this year\’s FMI Private Brand Summit, \”Know Your Customer and You\’ll Know What Drives Business,\” will explore new ways for retailers to tune in to their customers, provide new insights to better understand shoppers\’ preferences and focus on fresh ideas for driving sales.

FMI 2012 Private Brands sessions will feature educational opportunities in the development of private brands, including consumer attitudes about private versus national brands, consumer habits in regards to purchases, and what it takes to differentiate and develop brand loyalty in the private brands arena, among others.


2012 Private Brand Conferences Galore

\"\"Private Brands are all the rage these days and 2012 is shaping up to be another big year for retailer owned brands. This year will include a record number of conferences and tradeshows focusing on Private Brand including both the long running 2012 edition of the PLMA tradeshow in November and the conference which I have chaired for the last three years the  groundbreaking Private Brand Movement Conference in September. The conference brings together retailers, manufactures and brand builders from ALL channels to push the evolution of retailer owned Brands.

Two other conferences have been announced including the third edition of the Private Brands Summit from The Food Marketing Institute (FMI). FMI will be offer retailers and Private Brand suppliers a chance to discover new opportunities in private brand development and food retailing during the Private Brand Summit, part of FMI2012, the Food Retail Show. Scheduled for April 30 through May 3 at the Dallas Convention Center, FMI2012 and the Private Brand Summit will offer sessions that help industry professionals better understand today\’s shopper, industry trends and new technologies, as well as build private brand strategies and create impactful partnerships, FMI said. Attendees will be able to:

  • Gather comprehensive information about the latest marketing and merchandising best practices.
  • Recognize how partnerships with trading partners and a collaborative culture can take store brands to the next level.
  • Learn the latest in consumer trends, including changing attitudes towards private brands.
  • Discover how to leverage these insights to differentiate and develop brand loyalty.

To register, visit

The final conference is the inaugural private label industry conference from the long-running trade magazine PLBuyer. Private Label: the Next Generation, will be held June 5-7 in Chicago. Former Dollar General private label executive, now consultant, Terry Lee, and frequent conference presenter Todd Hale, senior vice president, consumer & shopper insights, at Nielsen, will deliver keynote presentations.

Industry veteran Lee will look at the increasingly frenzied battle to capture consumer quick trips and outline how you can win this fight with the right private label mix of offerings conveniently positioned for the quick trip consumer.

PLBuyer will host the conference June 5-7, 2012, at the Chicago Hilton Hotel on Michigan Avenue.

To register, visit PLBuyer Conference

Jonathon Ford Pearlfisher The Private Brand Movement 2010 Conference

The New Design Language of Health & Wellbeing – the podcast

\"\"Over the past several weeks leading up to the Private Brand Movement, I have featured a series of guest posts on the key principles of retail branding by Jonathan Ford, Creative Partner at Pearlfisher.
A week after the successful groundbreaking conference, I have the pleasure of sharing a new podcast with Johnathan conducted by Michelle LeBlanc of IIR. The podcast is a phone interview with Jonathan about the Waitrose LOVE Life brand and the new design language for health and wellbeing.


Pearlfisher The Private Brand Movement 2010 Conference Waitrose

Waitrose LOVES life at the Private Brand Movement

The highlight of yesterday morning at the Private Brand Movement conference was a presentation from Jonathan Ford, Creative Partner with the international design agency Pearlfisher and Maggie Hodgetts, Head of Design, for the UK based grocer Waitrose. Their presentation, Design for Life – Creating a New Design Language for Health and Wellbeing in the Retail Sector” brought a unique global perspective to the conference and was the culmination of a goal that we set last year for the conference of broadening the agenda and presenting a global perspective.

\"\"The UK based grocer Waitrose has 264 stores in the United Kingdom, which account for 4.2% of the UK grocery market with total sales of $5 billion pounds last year.

The pair teamed up to present not only the business case for the development of the new “better for you” brand Waitrose LOVE life, but the strategic vision and design philosophy which guided it’s development.

Jonathan Ford explained the design and strategic philosophy of his agencies approach to the problem with one simple sentence: “Successful brands have to have a strong truth and be desirable design is the bridge between truth and desire.”

Maggie went on to tell the largely American audience more about the iconic UK grocer, its history and guiding principles as well as the insight which guided the creation of the new Private Brand: “The pleasure of food and the essence of health, coming together to create the ideal good life.”

The goal was to celebrate health and wellbeing by changing it from negative to positive abandoning the old cliché of restriction, dieting and denial and replacing them with a new aesthetic guided buy a set of core values:

  • Vitality
  • Simplicity
  • Variety
  • Knowledge
  • Inspiration

This strategy led to Pearlfisher\’s discovery of the essence of the brand as it is expressed in a natural vibrancy, a brand based around vibrant colours and playful nontraditional food photography that expresses the essence of the food. The use of stacked foods on brightly colored backgrounds, which perfectly reinforce the design essence, and brightness of the brand.

\"\"But this wasn’t just and identity for a Private Brand but  a brand concept that presented the Waitrose philosophy of health to its customers, communications which reinforced this ideal include shopping bags, recipe books and a quarterly magazine that promotes the Private Brand and reinforces the idea of bringing healthy living to customer.

The brand was also supported by print advertising, point of sale, outdoor including: the largest backlit billboard in London, transportation billboards, TV and street level posters as well as ROP ads.

This is an excellent example of a well thought out retail strategy, fearless retail decision makers and an agency partner that creates compelling design that delivers on the business objective.