SUMMIT PREVIEW: Using the Store Banner to Endorse Private Label Architecture

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July 8, 2011

It’s no secret that Europeans execute private label differently than in the U.S. and that their private label market share is considerably larger. How do they do it? How much of what they do is transferable to the U.S.? What can U.S. retailers learn from them?

Koen de Jong --, founder and CEO of consultancy IPLC and author of the book “Private Label Uncovered” --  believes the European store brands portfolio strategy is extremely timely and relevant to the U.S. market.

“Over the past 10 years, retailers’ key objective was to differentiate themselves from the competition and create shopper loyalty to the store. The visual identity of the store has become very important and private label was assigned a central role in developing this,” said de Jong, who will present his point of view during his presentation titled, “The European Perspective -- Using the Store Banner to Endorse Private Label Architecture,” at the Store Brands Decisions Innovation & Marketing Summit July 18-19 in Chicago. “Almost without exception every retailer in Europe now uses its store banner to endorse its private label offering.”

In fact, even fancy European private labels, which remain very popular in Europe, are being unified under store banner brands, he noted.

During the presentation, de Jong will share a retailer case study of how one European retailer used the store banner to endorse its private label architecture and help direct consumers in their decisions making inside the store.

“The retailer studied actually replaced his fancy private label by a private label carrying the store banner. The results of the study are highly interesting,” de Jong said. “I will also share with the audience the results of research IPLC conducted with the University of Tilburg (Netherlands).”

The presentation will also illuminate:

• Why private label market shares in Europe are the highest in the world;
• How retailers are making an effort to build their store name into a brand;
• How private label themes are used to connect with consumers; and 
• How packaging design acts as a silent salesman.

Read These Related Articles:

• Walgreens Revs Up Store Brands and Store Base
• Using the Store Banner to Endorse Private Label Architecture

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