The continued success of private brands in North America, including the move from being budget alternatives to many quality national brand equivalents and also destination brands (to differentiate from Amazon and discounters such as ALDI and LIDL), relies on a greater need for Retailers to act as ‘brands’. This means listening to consumers more and reacting to feedback – good or bad. Constantly ensuring products consistently deliver on quality and the brand promise.
Solutions for Retail Brands (S4RB) has been working with a major US Retailer and their own brand quality team to maximize visibility of customer feedback and quality or consistency issues. With thousands of own brand products (food and non-food) and hundreds of suppliers, the volume of feedback means internal quality teams must triage and focus on the core issues. The highest volume of issues of which were identified as safety issues. Leaving limited time to investigate and action organoleptic or preference-based feedback.
AffinityTM (a UBX Cloud Service solution from S4RB) was used to consolidate feedback across multiple channels (product testing, complaints and online reviews) to provide a consolidated view of product and supplier performance. Combined with unit sales, it also allowed complaints to be analyzed on a complaints per million units (CPMU) basis for greater context.
“The UBX solution [from S4RB] provides increased visibility, allowing us to spend less time finding issues, and more time solving issues” - Director, Private Brands Quality
Importantly the S4RB solution also provided all private brand suppliers with the same information on all of their products; a consolidated view of issues and feedback.
This makes the Corrective and Preventative Action (CAPA) process more efficient for both the private brand team and private brand suppliers; allowing them to work as ‘one team’ to ensure consistent quality.
It also increased the number of ‘eyes on’ so instead of just the private brand quality team, all suppliers could see all feedback and customer verbatims on the products they supply. Allowing suppliers to be more proactive in their management of quality and consistency across their products.
The system has now been in use for multiple years and has consistently enabled the own brand team and suppliers to reduce their complaints per million units (CPMU) by over 10% Year-On-Year, and over 35% since the system was launched to suppliers, supporting the continued success and growth of private brand sales.
> Thousands of private brand products
> Multiple private brands
> Hundreds of private brand suppliers (National and International)
> Tens of categories (Food and non-Food)