5. Lead E-commerce Consumers have flocked to and continue to use digital shopping services in massive numbers as they reduce their exposure to others outside of the home. Even if consumers resume more of a pre-pandemic style of shopping, it is likely that they have reaped the benefits of at-home delivery and curbside pickup and will continue to use such services.
PRIVATE BRANDS HISTORICALLY HAVE NOT BEEN WELL REPRESENTED ONLINE AND OFTEN GET LOST IN DIGITAL FORMATS Retailers should take advantage of this new online shopping behavior and put Private Brands at the forefront of their digital solutions. This involves: Dedicating Online Space to Private Brands: Give Private Brands space on all digital platforms to communicate their message, promise and benefits beyond price. This is the only platform a retailer has with unlimited space, so it should be an informationrich resource for the consumer. Link Private Brand Solutions for Consumer Needs: Private Brand assortments should be presented as solutions to various needs a consumer might have, from dietary or lifestyle needs to recipe requirements. Tagged content and products as well as easily identifiable icons are key ways to link Private Brands to consumer needs. Curated lists on online storefronts, blog posts from store nutritionists, and support from other online resources can bolster these offerings. Lead Private Brand in Search: Ensure Private Brands are optimized in digital search. Merchandising is just as important in a digital setting, where Private Brand should be prioritized in the first results when a category or product is searched. Also, Private Brands should be used as suggestions for substitutions for out-of-stocks if shoppers have National Brands in their carts. Other suggestion options while shopping include
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