4 Tactics To Make Private Label Marketing More Personal & Accessible To Shoppers
Driven by shopper insights, private label brands are finding new ways to collaborate with shoppers and co-create experiences that are even more personal and accessible to them.
More and more, we’re seeing retailers invest resources in campaigns that interact with shoppers around value, quality and new product development as well as using the “personal touch” to promote private label ranges and the retail brand as a whole.
In his last BrandSquare Live Session, Jim Lucas, EVP Global Insights & Strategy at SGK, shared four tactics being used by private label brands today.
1. Jumbo, a supermarket chain in the Netherlands is collecting consumer feedback on its private label through a new app that allows shoppers to co-create on future developments.
2. Aldi stores in the United Kingdom are using personal stories told by shoppers to promote value and are encouraging others to share their experiences with Aldi’s online community.
3. Using online contests, Weis Markets in the US is enabling shoppers to engage with the brand and co-create products. The “Be The Next Flavor Creator” contest is a recent example.
4. Supermarket chain, Lidl is using customer feedback from taste tests to inform marketing around the quality of private label ranges in the UK.
The lines between R&D and marketing are blurring as shoppers are integrated into the development and marketing processes for private label product. The result? Relevant products with built-in fans and advocates who can help you reach new consumers.
For more insight, watch Jim’s BrandSquare Live Session “The Rise of Collaborative Development Among Private Brands” on YouTube!
Where Is Russia on the Timeline to a Thriving Private Label Industry?
A few key things have to happen for private label or store-brand packaged goods to become viable in a country or region.
- The private brand – or the retailer itself – has to develop enough cachet to get over the “trust barrier.” In the U.S., Target is a great example of a retailer whose brand has been curated into something greater – trusted and aspirational. This took many years and a sophisticated marketing effort, because Americans traditionally have bonded with national brands that unite the huge geographical sweep of that country; the retailer’s job was to offer a wide variety of these brands. In the smaller, more traditional U.K., by contrast, shoppers have always bonded with the local retailer itself – on the basis of its smart selection; this made “own brands” an easier extension.
- The retailer has to become adept at brand development for actual products, and at brand deployment, such as sourcing merchandise, coordinating supply chain logistics and managing artwork and packaging. These aren’t easy.
Against this backdrop, an article in CreativeMatch.com by Hans Muysson, a Schawk, Inc. Vice President of Product Development, is intriguing. In “Is Russia Ripe For Private Label Revolution?” he explains exactly where Russia stands on the timeline toward widespread private label. It’s an excellent “case study” for any marketer who's interested Russia, private label and brand development.