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Featured guests

Supporting Consumers with Strong Private Brands

Below is the next guest post in our campaign to help the Private Brand community during these trying times. The post comes from Aimee Becker, Senior Vice President, Global Strategic Advisory of Daymon.

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Aimee Becker,
Senior Vice President,
Global Strategic Advisory,
Daymon.

The COVID-19 pandemic has transformed the grocery shopping experience, with budget restrictions becoming a top priority. Roughly one-third of all US households have experienced an income decrease, either through the loss of employment, reduced hours or pay reductions. We know that, in these extraordinary times, Private Brands see increased trial and growth as affordable options that consumers pick up to help stretch their smaller budgets. What many consumers may not have yet fully realized is the shift that has taken place in Private Brands over the past decade – while lower prices may incite trial, Private Brand quality, breadth, and innovation will be what makes them valuable. Retailers have a unique opportunity to utilize and strengthen their Private Brands to offer short-term assistance and long-term support as consumers adjust to this new normal.

Private Brand growth has expanded exponentially during this unprecedented time, assisting consumers when they need it the most. With the initial shopping surge from the virus, consumers pantry-loaded and stocked up on critical categories such as frozen and grocery as they purchased for longevity. With this huge demand influx onto the system, consumers are forced to be brand agnostic, with the option of only buying what was available rather than the usual broad selection. Nearly 70% of shoppers are purchasing different brands due to decreased wages and limited stock. Private Brands have grown as consumers are forced to try products and brands that they have never purchased before.

The forced trial provides a crucial opportunity for retailers to engage consumers with the Private Brands more broadly, shifting this trial into loyalty.

The forced trial provides a crucial opportunity for retailers to engage consumers with the Private Brands more broadly, shifting this trial into loyalty. With 81% of shoppers currently buying Private Brand products, research shows that trial today will lead to long-term conversion. Heavy Private Brand shoppers are spending around 50% of their grocery budgets with one retailer, reinforcing the notion that well-rounded Private Brand portfolios increase shopper engagement. Retailers must think ahead to ensure that their Private Brands are best-positioned to provide consumers with continued relief through and beyond the current crisis. Retailers must consider the mindsets and needs driving consumers’ new shopping habits to strengthen their Private Brands in three ways: having the right items at the right prices; adjusting marketing and merchandising to engage consumers, and driving innovation to expand solutions across the store.

Maintaining Quick Solutions

Center Store departments are not to be overlooked during this time, as shoppers will continue to search for quick meal solutions. While this space has seen an increased threat from e-commerce and other services, such as autoship subscriptions, the pandemic has interrupted the convenience and availability of these solutions, allowing grocery retailers to reassert themselves as destinations for these options. Shelf-stable options will continue to be crucial as consumers look to keep pantries stocked, spread their budget as far as possible, and prepare for continued unknowns. 

Creating Inspiration

With dining out restrictions in place, consumers have increased their number of at-home meals, driving them to seek out creativity in daily meal planning. In the short-term, this may especially include the reality of making meals from a limited selection of ingredients, or of not having strong culinary skills. As trusted experts, retailers should provide educational tools to show consumers how to prepare and cook a spectrum of meals, as well as inspiration for how to create new family favorites or swap out easy substitutions to best use what they have on hand. Incorporating Private Brands into these recipes and tips will raise awareness, showcase breadth and versatility, and inspire new purchases for their home meals.

In-store, the perimeter will be especially important as consumers seek out ingredients and food service options to diversify their meals. Value-added meats and proteins, for example, can provide alternatives to more standard options without requiring shoppers to be the experts themselves. These fresh items can also be a crucial part of inspiration post-cooking – assisting consumers in creating social media-worthy dishes to be shared with friends and family. 

Generating Normalcy

While shoppers are focused on budgeting their shopping trips, Private Brand growth in discretionary categories signifies consumers are actively looking to treat themselves with small indulgences. Offering affordable luxuries such as chocolate, beauty products, and alcoholic beverages can help shoppers establish a sense of normalcy in shopping routines. Private Brands should also continue to innovate, even in expected categories, to provide new and exciting options for consumers to try; this will also drive stronger loyalty as they continue to try new items within the brands.

Retailers should also consider the shifts in consumers\’ personal lives that will define what \”normalcy\” means. With many children stuck at home, or friends celebrating birthdays far away, non-foods categories should also not be ignored. Private Brands that extend into these seasonal and non-foods categories can play a leading role in creating fun or unexpected solutions for consumers from an assortment standpoint. Marketing and merchandising should also play a role in rounding out these cross-category ideas and solutions.

The COVID-19 pandemic has upended many aspects of consumers\’ lives already, with an economic downturn set to change not only the way consumers shop in the future but challenge retailers\’ approaches to meeting these needs. Where Private Brands had already started to resonate with consumers, these new uncertainties call for retailers to ensure their Private Brands are focused on the right things to provide support and inspiration where consumers will need it the most.  


Aimee Ferreira Becker
Daymon, Senior Vice President, Global Strategic Advisory

Aimee started her career with Daymon in 2010 and currently serves as the Senior Vice President of Global Strategic Advisory. Under her leadership, the Strategic Advisory team works with retailers and manufacturers globally to build Private Brand programs that are positioned and managed for long-term growth. Consisting of six key verticals — Insights & Analytics, Retail Transformation, Brand Strategy, Category Solutions, Quality Assurance and Creative Services — the team works collaboratively to bring insights to actions quickly, with a constant line of sight to flawless execution.

Aimee possesses over 20 years of CPG industry experience in branding, marketing and analytics.  She joined Daymon from Boom! Creative Development, where as a Marketing Director she managed all product development and branding initiatives for several domestically and internationally distributed beauty product lines. She also has prior marketing strategy/brand management experience from her roles at Relvon, Jane and Company, and Coty Beauty. In her early career, Aimee built strong analytical and category management skills from working at Information Resources Inc. and Motts. Aimee earned her Bachelor of Science degree in Entrepreneurial Studies and Marketing from Babson College.

Aimee is an expert in Private Brand strategy and regularly provides the industry with perspective on the state of Private Brands. She is frequently recognized for her expertise, most notably as a Griffin Report Women of Influence in the Food Industry inductee (2015) and Progressive Grocer Top Woman in Grocery (2014, 2017, 2019).

Categories
Featured Manufacturers

RH Amar And Daymon Join Forces To Disrupt UK Private Brand

Fine food distributor RH Amar is joining forces with Daymon in a bid to spice up the UK’s fine foods offering across a number of categories.

The partnership will kick off with both parties identifying those UK private brand categories with the most potential to benefit from a makeover, as well as those that have the most untapped potential.

Daymon will focus on generating innovation and concept development in conjunction with RH Amar, while RH Amar then focus on the commercial execution of private brand launches created by the partnership.

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RH Amar MD Rob Amar

RH Amar MD Rob Amar adds: “Our new partnership with Daymon will allow retailers to benefit from a single point of contact for their private brand development, offering the opportunity to strengthen retailers’ current assortments while ensuring their private brands stay competitive.”

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Featured

PB CAREERS: DAYMON – Brand and Marketing Strategy Sr Manager

Job Location: US-CT-Stamford
Requisition ID: 2019-250769
Position Type: Full Time
Category: Marketing (Corporate): Integrated Marketing, Experiential Marketing

Summary

The Brand and Marketing Strategy Sr Manager will lead in the development of strategic, consumer-driven private brand programs – via expertise in business planning, portfolio architecture, brand strategies, and marketing programs – helping to build brands that resonate with shoppers and drive profitable sales. An established strategist who understands the retail landscape and has experience delivering strategic recommendations that connect seamlessly to execution.

Responsibilities

The Company is one of North America’s leading sales and marketing agencies specializing in outsourced sales, merchandising, category management and marketing services to manufacturers, suppliers and producers of food products and consumer packaged goods. The Company services a variety of trade channels including grocery, mass merchandise, specialty, convenience, drug, dollar, club, hardware, consumer electronics and home centers. We bridge the gap between manufacturers and retailers, providing consumers access to the best products available in the marketplace today.

Essential Job Duties and Responsibilities

Job Duty

  • Lead in the development of the strategic planning process at key customers and provide guidance on short/mid/long-term plans
  • Partner with operations leadership, field marketing teams and account leads in the development of proprietary portfolio/brand strategies and marketing programs that drive our customers’ businesses
  • Work cross-functionally to interpret data, research, and trends that impact the private brand program and develop actionable insights relevant to our customers\’ business
  • Work independently with senior leadership at Daymon and customers to apply brand and marketing expertise to private brand business growth
  • Proactively identify business issues and solutions through close collaboration with the account team
  • Engage directly with customers and business partners to develop meaningful relationships; build plans to improve engagement with key accounts
  • Understand company and team services to identify and develop new business opportunities within existing or new customers
  • Develop and motivate a strategic mindset across the team to continuously drive new thinking for the organization; seen as a leader on the team for advice, perspective, and support100%

Supervisory Responsibilities

Direct Reports

  • This position does not have supervisory responsibilities for direct reports

Indirect Reports

  • May delegate work of others and provide guidance, direction and mentoring to indirect reports

Travel and/or Driving Requirements

  • Travel is an essential duty and function of this job. Driving is not an essential duty or function of this job. 
  • Travel is up to 40%

Minimum Qualifications:

Education Level:

(Required): Bachelor\’s Degree or equivalent experience

(Preferred): Master\’s Degree or equivalent experience

Field of Study/Area of Experience:

5-10 Years of experience in a field such as consulting, business strategy, brand strategy, brand management or planning; experience in the food or grocery industry strongly preferred (not required)

Skills, Knowledge and Abilities

  • Problem solver with the ability to push others to think differently, attack issues from multiple angles and lead/manage through ambiguity
  • Leader who can effectively work cross-functionally throughout the organization and motivate others, including influencing without authority
  • Project manager who can balance the big picture and attention to details
  • Entrepreneurial spirit with ability to flex to changing business needs
  • Strategic thinker with the ability in translating information into insights, strategy, recommendations, and results
  • Team player who can balance working autonomously with engaging the right stakeholders at the right time throughout projects
  • Excellent communicator with strong oral, written and presentation skills with capability to develop a compelling story and communicate it to senior management
  • Relationship builder who is comfortable engaging at high levels within an organization
  • Self-starter with a positive attitude who consistently delivers projects with excellence
  • Student of the business with a constant drive to learn and grow
  • Highly proficient user of Microsoft PowerPoint, Word, and Excel

Important Information

The above statements are intended to describe the general nature and level of work being performed by people assigned to this position. They are not intended to be an exhaustive list of all responsibilities, duties and skills required of associates so classified.

 The Company is committed to providing equal opportunity in all employment practices without regard to age, race, color, national origin, sex, sexual orientation, religion, physical or mental disability, or any other category protected by law. As part of this commitment, the Company shall provide reasonable accommodations of known disabilities to enable an applicant or employee to apply for employment, perform the essential functions of the job, or enjoy the benefits and privileges of employment as required by the law.

 The Company will consider for employment qualified applicants with criminal histories in a manner consistent with the requirements of applicable federal, state and local laws. Accordingly, background checks are processed in accordance with applicable federal, state and local laws. Please be aware that acknowledging or having criminal convictions does not constitute an automatic bar to employment.  Factors including, but not limited to age and time of the offense, seriousness and nature of the violation, and rehabilitation will be taken into account.

Categories
Featured grocery

“What’s Next in Fresh” Private Brand Trends for 2020 and Beyond

\"\"For the past two years, growth in fresh lagged behind center store, making it clear that the methods of old are no longer enough to succeed. The disruptions the industry is facing are all converging to blur and irrevocably change the established norms of fresh strategy and merchandising. Retailers who want to win in the perimeter must adapt to change and listen to their customers in the form of Private Brand development, innovation, and customization.

Daymon’s latest report reveals the key trends driving change in fresh and the action steps retailers must take to innovate and lead in 2020 and beyond:

Private Brand is a trademark of best-in-class fresh retailers
Leading retailers generate 43% of their overall sales from perishable foods vs. the industry average of 32%, top performers use their Private Brands to own fresh.

Plant-based growth is necessitating new approaches to strategy and merchandising
Plant-based has moved beyond a fad to an industry movement. More than 50% of meat-eaters purchase plant-based proteins, large manufacturers are acquiring plant-based startups, and food service is all-in on plant-based. Retailers must rethink their approach to fresh strategy and merchandising to champion this trend and make it easy for shoppers and their manufacturing partners to know where and how to buy and engage.

“Craft” sets the new standard for quality across the fresh department
Most retailers are lagging in “craft” quality and need to quickly adapt to the changing landscape by applying it to all areas of the fresh department, not just in produce. By taking a total store approach and multiplying “craft” touchpoints throughout fresh, retailers can successfully address and offer Private Brand solutions that drive differentiation in the perimeter and beyond.

Foodservice provides new opportunities in the digital age
More consumers than ever are treating their grocery store’s prepared foods and foodservice departments as extensions of meal planning, and sales at top retailers are responding in kind. The growth potential and subsequent Private Brand halo presented by a strong foodservice program create new opportunities that retailers cannot afford to ignore in their battle to drive traffic in the digital age.

DOWNLOAD THE REPORT

Categories
Featured Velocity Europe

Permission to Pioneer: The Power of Private Brands to be presented by Daymon atVelocity Europe

\"\"We are thrilled to announce that Michael Taylor, President of Daymon and Tahir Taj, Head of Operations for Europe & Asia-Pacific of Daymon will present at this year’s Velocity Europe Conference, October 21-23 in Lisbon. Register today!

Michael leads relationships with Daymon’s more than 50 major retailer partners and works with 6,000 domestic and international clients to help them meet their Private Brand goals. He also heads Daymon’s sales and marketing teams and provides oversight to Daymon’s sourcing, creative services, and strategic services teams. A more than 20-year veteran of Daymon, Michael has twice received the Daymon PDS Award (in honor of the company’s co-founder, Peter D. Schwartz) for Outstanding Achievement.

Tahir holds the position of Head of Europe and Asia Pacific for Daymon leading their International Strategy, driving retail partnership initiatives for the region and being responsible for leading Daymon International development center in Lisbon.

Tahir brings a seasoned retail background working across multiple geographies with retailers such as Sainsbury’s, Asda, Metro, And Office Depot. Over the years, Tahir has helped retailers acquire strong Strategic Category Management disciplines and championed the growth of Private Brand relevance. Experienced relationship builder with a strong drive to pioneer innovative solutions that drive value across the retail landscape.

The pair will bring their experience to the Velocity stage in the thought-provoking presentation.

Permission to Pioneer: The Power of Private Brands

Private Brands are setting the pace for the industry, having become a crucial source of differentiation, store choice and consumer preference. With Daymon’s 50-year history and expertise in the Private Brand space, Michael Taylor, President of Daymon, and Tahir Taj, Head of Operations for Europe & Asia-Pacific will discuss the evolution of Private Brands globally and provide their perspective on the future of the industry, with a focus on what’s next in innovation. Leveraging proprietary insights, custom research and thought leadership the presentation will provide an inside look into the emerging trends and strategies driving change at retail, along with the key action steps retailers must use to innovate and lead through their Private Brands to ensure long-term, sustainable growth.

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