If you operate a retail business or chain, private-label products bearing your store's name are a potential money-making category of goods. The perception of these items has evolved over the years, so if your branding is out of date, or even if you've previously passed on the opportunity to create a store brand, the time may be right to take action.
Creating or redesigning a line of own-brand products is a way for a store to create consumer loyalty. If people become repeat consumers of your items, not only is more of the money ending up in your coffers, but the shoppers are buying products they can only get at your locations as well. The key to creating this bond between buyer and brand may involve taking advantage of current trends in promotion and packaging.
Are private-label offerings generic or cheap versions of other items? This was a common way of looking at such goods for years, but current openings in the market leave room for more luxurious options. Food Navigator explained the potential value of marketing high-quality lines of products with your own brand name on them. Shopper expectations are changing, and the way they assess the value of the foods and beverages they buy has evolved. A premium label approach, emphasizing the content of items rather than their price, could play directly to these interests.
Your store brand can target the same priorities that have third-party food manufacturers interested. This means conscientious consumption is important. Food Navigator referred to Mintel report findings which indicated you can trace the provenance of your ingredients, describe craft manufacturing processes and generally appeal to a desire for wholesome items rather than savings.
Creating Bonds of Trust
Food Business News quoted Hartman Group Director of Consulting Services Christina Bowden, who praised Aldi's approach to curating a private-label product lineup. That supermarket chain offers plant-based foods and gluten-free versions of common items. People shopping to suit their dietary interests and values can find something to suit them among the grocer's own goods.
Bowden also pointed out the sustainable meats and artificial-ingredient free offerings at Aldi. By combining price advantages with these consciously sourced products, the chain has engaged in direct outreach to its shoppers. Such an approach could keep buyers loyal in the years ahead, as tastes lean toward high-quality groceries.
When you're positioning your brand as a user of great ingredients and provider of high-quality foods, well-made labels may help you get that message across. Learn more about in-house label printers at Argon Technology's U.S. or Canadian site.