Description

The role of Store Brands is rapidly evolving, from being a lower cost alternative to being ia source of innovation and differentiation at the shelf. This journey has been accelerated in past 18 months as Store Brands gained more shelf space and filled the void from low out of stock rates of branded products. Both, retailers and wholesalers have put a renewed focus on store brands with increasing penetration, shelf availability, and refreshed ingredients and packaging as well as launching brands focused on premium / super-premium price tiers. In next 3-5 years Store Brands growth is projected to outpace National Brands. In this session, we’ll explore strategies around branding and pricing architecture for Store Brands as well cover tactical considerations of promotional effectiveness and achieving lower product cost.

Track(s)

• 
  Merchandising

Handout(s)

• The Changing Role of Store Brands