3. Educate on BeneďŹ ts While shoppers may still be on a budget post-COVID, they may also desire a return to a sense of normalcy when shopping for groceries. With a likely increase in promotional activity around National Brands, consumers may want to trade back, unless they find a lasting value in shopping Private Brands. Retailers’ Private Brand communication efforts must center around the benefits of Private Brands, including: Emphasis on Quality: Retailers must educate consumers on the benefits of Private Brands beyond price. While consumers may have initially turned to Private Brands from budgeting constraints, it is the quality of these products, as well as the breadth of assortment, that will drive repeat purchase and brand loyalty. Retailers must continually inform consumers of these Private Brand benefits. Emphasize Private Brands as Destination-Worthy: Retailers should emphasize the unique features and innovative items within their Private Brand program – and further, that their Private Brand program was built, and is continually enhanced, to reflect consumer needs and interests specific to its market. Retailers must fully take credit of this fact and broadcast this uniqueness to consumers via in-store and online marketing and merchandising, as well as communicate that their Private Brand program can only be purchased at their banner. Simply promoting a claim of exclusivity is not enough to emphasize how special and unique the program really is. Emphasize Savings: Price is still a key benefit of Private Brands. Retailers that provide targeted coupons for products in categories that consumers are already purchasing (or adjacent categories) is a way to drive repeated Private Brand purchase as well as trial.
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