Store Brands Month is a nationwide collaboration of retailers and private label suppliers, the celebration is planned to be an annual event that promotes private label products to the country's grocery shoppers.
The month-long event will focus on increasing consumer attention to the positive attributes of store brands -- including quality, value, uniqueness and innovation -- across all categories within both brick and mortar and online retail formats.
Specific promotional and informational strategies of Store Brands Month, which will involve both food and non-food products, will be organized by participating retailers and delivered in-store and through digital and social media platforms.
Its principal goal is increasing shoppers' trial and purchase of private label items. Surveys consistently show that sampling is store brands best friend when it comes to convincing consumers to switch their allegiance away from national brands. This “sticky” effect, the result of a good experience with their new choice, often leads consumers to eschew national brands and permanently change their preference to private label, say the surveys.
Are you a PLMA member and want more information? Click here for the members toolkit or email storebrandsmonth@plma.com.