Merchandising / Marketing

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S4RB offers insights into growing private brand sales

To see their private brands succeed, retailers need to respond quickly to ever-evolving consumer demand, said Kelly Cookson, marketing manager at S4RB, to Kam City. “And like it or not, retailers are absolutely dependent on their suppliers when it comes to bringing these vital private brand products to market. The days of the ‘white label’ scenario — where products are simply re-branded with the retailer’s name — are now far behind us. Today, it’s all about creating compelling products that are exclusive to just one chain. And this requires close collaboration with suppliers so that best practice can be shared and followed by all concerned, leading to faster product development, leaner processes, controlled costs and — in the end — really satisfied customers.” (Kam City)