Store Brands - May 2018 - 12

AroundtheIndustry
Daymon report shows how
private brands can be part
of the store experience
A new report from Daymon provides perspective on what it takes to create a memorable
customer journey, and how private brands can
play a defining role.
The study, "The State of the Store Experience,"
which Daymon said is the latest edition of its recent "The Private Brand Intelligence Report," found
that everyday shopping frustrations leave a lasting
impression. In fact, 55 percent of shoppers said they would
no longer visit a store where they experience repeated
Retailers can
mobilize their
service issues - and 45 percent would not return due
associates
to navigation difficulties, according to Daymon, a
to become
Stamford, Conn.-based retailer services company that
knowledgeable
specializes in private brands.
ambassadors of
To help retailers address these challenges, Daymon
private brand
products.
used direct consumer feedback to identify 31 distinct
attributes of the shopping journey that offer opportunities to create an ownable experience led by private brands.
"Shoppers have come to expect private brands to be a part of the store experience and most retailers have obliged," said Dave Harvey, Daymon's vice
president of thought leadership. "You can say [private brands] have become
table stakes. But it's not just about products. Private brand is a service, a
voice, an authority. It puts a face to the name of a retailer and when executed
in the right way, it becomes the driving force behind store choice."
The report reveals key opportunities for retailers to raise private brands
from basic table stakes to "actively delighting customers":
* Go beyond the national brand equivalent (NBE): 28 percent of bestin-class private brand programs are value-added, according to Daymon.
Retailers that go beyond "me-too" products and services have a reputation
for differentiation.
* Lead with curation: Store navigation frustrations lead to 45 percent
attrition. Retailers should lean on their private brands not merely as
products, but as the authority on helping shoppers identify what's right for
them, Daymon states.
* Credential private brands through your staff: 55 percent of shoppers reject stores with poor employee engagement. As part of a training
regimen, retailers can mobilize their associates to become knowledgeable
ambassadors of private brand products, according to Daymon.
* Expand private brand reach: Best-in-class store loyalty is 50 percent
among heavy private brand buyers. Daymon says progressive retailers are
extending their private brands beyond the shelf to embrace value-added
services and customer outreach.
* Transform the front end: The No. 1 pain point is checkout.
* Don't neglect the basics: Even the best retail strategy can be undermined by something as basic as out-of-stocks. Daymon finds that $1.4
to $2.4 million per week is lost at an average retailer due to promotional
out-of-stocks. SB
12

Store Brands / May 2018 / www.storebrands.com

SHORT TAKES Continued
Jansson said. "Under Dick's leadership, two leading
food retailers were brought together in an historic
merger. With this merger now being substantially
completed, Ahold Delhaize is now ready to move
into its next phase."
Boer said it has been a privilege to lead
Ahold Delhaize. "Today, our company is wellpositioned for long-term growth, creating
a natural moment for me to step down,"
Boer said. "I am proud of what we achieved
together and it is my absolute pleasure to be
handing the helm to Frans, who I have come
to know as a talented leader.

El Super acquiring Fiesta Mart
Paramount, Calif.-based Bodega Latina Corp.,
known as U.S. Hispanic grocer El Super, has
acquired Fiesta Mart, a Texas-based international
food retailer with an emphasis on the Hispanic
segment that operates 63 stores primarily in the
Dallas and Houston areas.
The combination of Bodega Latina and Fiesta
creates one of the largest Hispanic-focused
supermarket companies in the U.S., with a total of
122 stores across California, Arizona, Nevada, New
Mexico, and Texas and revenues of approximately
$3 billion.
"The acquisition of Fiesta allows us to
meaningfully expand into Texas via an established,
well-known supermarket operator," Carlos Smith,
president and CEO of Bodega Latina, said in a
statement.

Kroger opening second restaurant
The Kroger Co. is opening its second Kitchen 1883
restaurant, which offers a fresh take on new
American comfort food, following the successful
launch of its first full-service dining experience last
November in Kentucky.
The new Kitchen 1883 will be a stand-alone
restaurant with a patio located in Anderson Township,
a neighborhood in Greater Cincinnati.

Manzoline named chairman of
PLMA Board of Directors
Lisa Manzoline, director of national accounts for
Reynolds Consumer Products Inc., was elected
chairman of the board of directors for the Private
Label Manufacturers Association (PLMA) during the
association's 2018 Annual Meeting and Leadership
Conference in Bonita Springs, Fla.
Manzoline said it was an "extraordinary
privilege" to take on the role for the next year to
serve the association and the store brands industry.
"Over the last 30 years, I have worked in private
label, both food and non-foods," Manzoline noted.
"Like so many of you, I have been a witness and
participant - as well as a beneficiary - of the
tremendous growth of PLMA and store brands." SB


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Table of Contents for the Digital Edition of Store Brands - May 2018

Contents
Store Brands - May 2018 - Cover1
Store Brands - May 2018 - Cover2
Store Brands - May 2018 - 3
Store Brands - May 2018 - Contents
Store Brands - May 2018 - 5
Store Brands - May 2018 - 6
Store Brands - May 2018 - 7
Store Brands - May 2018 - 8
Store Brands - May 2018 - 9
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Store Brands - May 2018 - 11
Store Brands - May 2018 - 12
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Store Brands - May 2018 - Cover3
Store Brands - May 2018 - Cover4
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201902
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201901
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201812
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201811
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201810
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201809
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201808
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201807
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201806
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_bestpractice
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201805
https://www.nxtbookmedia.com