Featured in KamCity December 2019
As discerning consumers demand greater product transparency, James Butcher, Managing Director at Solutions for Retail Brands (S4RB), looks at why supplier engagement holds the key to own brand sales and customer loyalty.
Fierce competition in the grocery sector means that own brand products – far from being the inferior cousin of their national brand counterparts – have become the battleground for retailers to differentiate themselves.
While price still is, and always will be, an important driver for vast numbers of consumers, no supermarket wants to be stuck in a race to the bottom fighting for market share. This is why they have invested so much in developing their own ranges, focusing on choice, quality and provenance.