Lead E-commerce

Consumers have fl ocked 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 benefi ts of at-home delivery and curbside pickup and will continue to use such services.

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 benefi ts 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 identifi able 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 fi rst 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

recommending other Private Brand categories based on their cart or past shopping behaviors.

Utilize Private Brands to Promote Adoption of Digital Services: Consider promotional tactics to tie Private Brand purchase to digital services (i.e. earning free delivery or shipping when you buy a certain number of Private Brands). Alternatively, use digital services to promote Private Brand purchase. One example includes offering Private Brand rewards for use of digital services.

For more insights and recommendations for driving your private brand business, contact us today.

Daymon.com

Sources:

Advantage COVID-19 Impact on the Grocery and Food industry US Bureau of Labor Statistics Daymon proprietary research