Supermarket Perimeter - March 2021 - 16

The correlation between private brand and fresh
creates a unique halo effect over not just the category
but for the store banner. This halo effect communicates
quality, elevates the retailer and has a positive
effect that transcends to center store as well. "
Andrew Moberly, Daymon

" Private brands really provide stores with the opportunity for unique
offerings, and also an opportunity to create affinity that rises above
individual categories, " she said.
For example, Publix has a premium-tier private brand that offers tasty
ice creams. If a shopper tries that ice cream and likes it, they're likely
to try that same premium brand in the meat or bakery department,
expecting the same high-quality experience.
Andrew Moberly, director of category solutions for Stamford, Conn.based Daymon, calls this the " halo effect. "
" The correlation between private brand and fresh creates a unique
halo effect over not just the category but for the store banner, " Moberly
said. " This halo effect communicates quality, elevates the retailer and
has a positive effect that transcends to center store as well. "
Over the last few years private brands have evolved from simply
being a low-cost alternative to national brands to being real competitors
and offering category innovation.
" Grocers realize that for private brands to work, it's not just about low
prices, " Roerink noted. " It's about value for money. Private brands hit
big during the Great Recession and there has been no stopping them
ever since. "
While store-named and -owned brands take a lot of operational
strength on the retailer side, private brands offer the benefit of being an
asset that the retailer has control over, pointed out Ethan Chernofsky,
vice president of retail for Los Altos, Calif.-based Placer.ai.
" It's an asset that you control, so you can play with the pricing,
focus promotional aspects toward that brand, " he said. " It's another
way to reach your customers with the ability to create a product. The
upside lies in the control and the ability to deepen the relationship with
customers and touch other revenue channels. "
Retailers can use their private brands to connect with shoppers
through merchandising those items in a way that resonates with
consumers. For example, retailers can meet a need by crossmerchandising an assortment of private-brand items to create mealtime solutions.
For online shoppers, retailers can highlight their brands by creating
shopping lists and recipes that direct shoppers to privately branded
products.
16 - MARCH 2021

" Fresh and the perimeter both have a unique opportunity to connect
shoppers to the brand and the banner; leveraging merchandising as a
means of promoting and capitalize on their Private Brands, " said Moberly.
" Best-in-class retailers focus on connecting their online content to instore displays in fresh and the perimeter showcasing private brand items
from center store such as marinades, spices and sauces. "

Filling in the blanks
Innovation and point of differentiation are becoming increasingly
important focuses for private brands, Baker pointed out.
In fact, according to FMI's 2020 Power of Private Brands study, 83%
of retailers said new products and innovation are very or extremely
important for retail leaders to grow private brands.
Baker suggested looking for those white spaces in the store. What are
the gaps that aren't being filled?
" Identify those areas where you can exceed quality perception above
and beyond any other brand, " he said. " Or if there's not a brand available
that has the high penetration in the marketing area then you can put a
private brand there. What I like to call 'whitespace innovation' is what
really makes a private label successful. "
Rather than looking at items individually, Moberly suggested that
retailers take a holistic look at their private brand program to determine
what new items would be a good fit within the already existing
assortment.
" Consider if there are any holes within categories balanced with what
types of items are driving innovation, " Moberly said. " If your private
brand program is strong across the store, there will be no need to
decide between which items to include or exclude. "
To start, retailers can take a look at where their private brand items
are most successful and think about how to integrate that success
elsewhere in the store. Baker used marinades as an example. If a
retailer's private brand has a marinade that's a customer favorite, then
an easy next step is pairing that marinade with a private-branded meat
to offer customers unique marinated options in the meat department.
" If you have a category where private brand penetrates higher and
consumers are more apt to buy private brands, then you also have a
responsibility to continue to innovate and accelerate, " said Baker.

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Supermarket Perimeter - March 2021

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