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We also offer production of branded and private label products... Across all channels, consumers are buying more private label than ever before and the trend is going to continue. As the fight for consumer loyality grows, retailers are looking for every possible advantage to convince shoppers that their chain is the best place to shop for their everyday and not-so-everyday needs. Indeed one solution my lie simply in developing a comprehensive private label program that stresses strong value, a broad assortment of product and, most importantly, quality merchandise that offers consumer options vs national brands without sacrificing quality. The bottom line is that a successful store brand program will differentiate a retailer from other merchants and establish continuity with the shopper. Certain steps must be applied to successfully develop a private label program. The first step for retailers is to gain an understanding of their customer base. Understand your customer's expectations. That must be followed by the development of packaging that is not only attractive but also communicates quality to the shopper. Consumers want to compare private label products to the national brands to determine if there are differences. It is so important that private label products feature packaging that gives the consumer confidence in the product. Good quality and strong value are essential since the name on the packaging ties directly back to the retailer. Private label product launches must be supported with merchandising and promotional efforts. Shelf signage is vital to alert the consumer to the store brand alternative and the price savings associated with the product. Placement on the shelf should also be examined very closely since consumers need to have the opportunity to make direct comparisons vs. national brands in order to determine which product works best for their family and their budget. |
