Boosting revenues and responsiveness through effective promotion
Private label offerings are on the rise, now competing head-to-head with national brands instead of being relegated to commodity products. This is because retailers have made their in-store brands more relevant to shoppers while offering comparable quality at significantly lower cost. More and more, private labels are becoming a strategic imperative for retailers—and a fundamental source of competitive strength. But only if retailers get private label promotion right.
In a world of limited budgets and virtually limitless marketing channels, retailers need to gain the ability to stimulate private label sales by dialing up or scaling back tactics in three key channels: mass media, direct media and in-store marketing. To do this, retailers must first rethink the way they currently view each area, creating a much more transparent, holistic approach to understanding how each impacts the others and how all are affected by various internal and external factors. Discover why those retailers that can effectively gauge promotions are well positioned to gain a powerful business approach for meeting today’s complex marketplace demands.