Dollar General Diaper Revamp Boosts Sales Dramatically

SHARE:

Email

Print

LinkedIn

Facebook

Twitter

November 2, 2010

Last summer, Dollar General revamped the way it wanted its private label diapers made and marketed, which has resulted in double-digit sales increases.

Since 2004, Valor Brands has been supplying Dollar General with its private label diapers, but the program was tuned on its ear last year by Todd Vassos, the discounter’s chief merchandising officer, according to a report in NYSE Magazine.

“They said to us that they wanted to build brands, not just sell the product,” Kyle Tucci, senior vice president at Valor Brands told NYSE. Dollar General really wanted to make an emotional connection with customers so that its brand is perceived is a premium diaper that just happens to cost less than the national brand, Tucci explained.

The basic conversation was that we were the diaper experts,” Tucci said. “They wanted to know what parents were looking for, what features appealed most to moms, and how merchandising, display, packaging, technology and price would all play into the decision to buy the DG brand versus the national brands they carried, such as Luvs and Huggies. The emphasis over and over again was on improving the quality.”

Since last August when the revamped diapers were introduced, sales have increased by double digits, according to the report.

Read These Related Articles:

• Walgreens Launches Private Label BORBA Skin Care Collection
• Kroger Launches Branded Baby Web Site for Moms
• Family Dollar to Focus on Store Brands Growth in 2011
• Sainsbury's Entire Baby Feeding Line is Now BPA Free
• Rite Aid Launches Baby Care Line

Most Read

Guest Columns

Grocery Aisle Innovation Key to Retailer and Consumer Cost Savings

Retailers are redesigning the aisle, appealing to environmentally friendly consumers and capitalizing on market trends to make their private label brands more competitive.

Source: Tetra Pak Inc.

How to Develop a Private Label Expression Aligned with Retail Brand Strategy

By creating private label as a marketing tool rather than just a price alternative, retailers gain the opportunity to tell a complete brand story while simultaneously boosting customer loyalty.

Source: CBX

Using the Store Banner to Endorse Private Label Architecture

Although the economic downturn accelerated private label growth in Europe, there was another key driver -- retailers started to brand their stores.

Source: IPLC

See All Guest Columns »

Press Releases