James Tenser

PL Buyer: One of a Kind Private Label

January 19, 2010

FROM RETAILWIRE:
Although a slew of national-brand-equivalent products remain on retailers' shelves, today's store brands are implementing a major reroute of their road to success...leading retailers into an exciting new territory.... What's the next step private brands need to take to further differentiate themselves from national brands?      [more...]

Clearly, the "other" choice in the poll above is about branding. PL products should have a clear brand positioning and identity that ideally reinforces the host retailer's banner and reputation.

Retailers will always offer "just as good as" products that resemble national brands. For some categories a trimmer price and equivalent quality add up to sufficient shopper value. But the grocer really establishes an identity with exclusive and added-value items. Ideally, these should echo and reinforce the retailer's core positioning and image as the place to obtain "the products I want".

Among the best examples I can think of are Safeway's O organics line, Fresh & Easy's mix featuring 65% own-label items, and the oft-mentioned President's Choice controlled label.