Albertsons offers insights on how to market private brands

Albertsons is heading to the Industry Coupon Conference to present a case study on how retailers can successfully market their private brands.

The case study, called “Private Brands — A Winning Marketing Strategy,” is sponsored by Valassis, a leading marking and multimedia provider. Discussing how to drives sales of own brand products with an integrated marketing campaign will be Bryn Banuelos, director of marketing for own brands at Albertsons.

“We invested heavily in print and digital coupons to drive trial as well as in-store activation, creating pre-shop and in-store touchpoints,” Banuelos said. Albertsons’ own brands include more than 10,000 products across 20 brands.

Approximately 98% of retailers use private brands to differentiate themselves, according to the Food Retailing Industry Speaks 2016 report. In addition, private label presents retailers an opportunity to drive margin and build a retailer’s value image among savings-minded consumers. According to Nielsen research, more than two-thirds of total U.S. households (70%) agree that store brands are a good alternative to name brands.

“As retailers invest in private brands, many are borrowing a page from what has helped traditional consumer packaged goods brands reach and activate consumers,” added Frank Kroger, VP of client marketing at Valassis. “Through print, digital and in-store promotions of private label brands, retailers can further influence consumers who now have more choices as well as price points on the store shelf.” Valassis provides insight-driven, measurable, multichannel media solutions designed to engage and influence consumers wherever they plan, shop, buy and share.

The 12th annual Association of Coupon Professionals conference runs from April 18-20 in Nashville, Tennessee.


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