Four Ways to Build Acceptance of Proprietary Brands

ORLANDO, Fla. — National brands may grab a lot of a consumer's attention, but that does not mean private-label products are at a disadvantage.

According to Raymond Swain, vice president of corporate procurement for Smart & Final Stores LLC, of Commerce, Calif., it is possible for retailers to get through the clutter to effectively market their store brands. 

However, they must be committed to communicating a consistent message.

During his Aug. 17 presentation at Store Brands' 2016 Innovation & Collaboration Summit, held in Orlando, Swain shared four ways Smart & Final builds awareness and acceptance of own-brand products among its shoppers:

  • The retailer engages its 12,000 store associates to promote store brands. Employees receive coupons for store-brand items with their paychecks. 
  • Smart & Final provides customers consistent and repeatable messaging around own brands. Throughout the year, it implements 15 events in its stores and publishes flyers that are specific to promoting private brands. 
  • The retailer rewards customers for trying specific store brand products. 
  • Smart & Final holds contests and sweepstakes that encourage trial of its own-brand products.

"Make sure your entire organization is involved in your private label branding message," Swain explained. "Check in with customers on a regular basis to ensure your message is getting through, and do something that will make your brands unique to you and your banner."

To read the exclusive article by Store Brands magazine, a sister publication of Convenience Store News, click here.

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