SUMMIT PREVIEW: Taking Store Brands Marketing to New Heights

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June 30, 2011

Few retailers have strong consumer marketing programs and capabilities centered on their store brands because the focus so far has been mostly on product quality, packaging, leveraging shelf space, and executing simple in store displays and communications.

Matt Egol

In order to take store brands marketing to a higher level, shopper marketing – independent of national brands – is the key to future store brand growth and customer loyalty, according to Matt Egol, partner in Booz & Company, and speaker at the upcoming Store Brands Decisions Innovation & Marketing Summit July 18-19 in Chicago.

“Some leading retailers are beginning to build out their own shopper marketing capabilities, but efforts to date have focused on collaboration with national brands. This under-leverages the opportunity to build solutions and better branded experiences in which store brands can participate,” Egol said, noting that the key opportunities are driving store trips “mainly around price benefits of owning the opening price point, less around store brands as quality brands that drive store preference.”

There are certainly a few pages from the CPG marketing playbook that retailers should integrate into their own marketing plans to solidify shopper engagement, Egol said, such as leveraging content, community and call to action through deals and contests.

“Shoppers spend about 30 to 40 minutes before each trip engaged in activities like looking for deals in print and online, but also going to websites, social media or reading emails,” he said. “Search, email, mobile and social are ways to gain share of voice during this pre-shop activity to win the trip and drive repeat purchase.”

During Egol’s presentation at the Summit, “World Class Capabilities to Grow Store Brands,” retailers will learn more about how to build their marketing capabilities to better engage shoppers along their path to purchase to build brand equity, drive store traffic, and grow their share of the shopping basket. Retailers will also learn:

• How to integrate shopper marketing into a broader playbook that engages shoppers at home, on the go and in the store;
• How to better engage shoppers leveraging established and emerging platforms for maximum impact; and
• Where to focus to build world-class capabilities that can be scaled up without too much complexity.

Egol, who heads up New York City-based Booz & Company’s Consumer, Media & Digital practice --has more than 15 years consulting experience, serving retailers, marketing services firms, CPG manufacturers and media companies. He has led Booz & Company's annual study with the Grocery Manufacturers Association on shopper marketing for the past two years.

To learn more about the Innovation & Marketing Summit visit the event website.

Read These Related Articles:

• From the Summit: Building Shopper Centric Store Brands Models
• Wal-Mart Uses Social Media to Build Consumer Panel for Great Value Brand

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