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Store Brands Month is a nationwide collaboration of retailers, wholesalers, and private label suppliers, promoting store brand products to the country's grocery shoppers.
The month-long event focuses 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 involves both food and nonfood products, is organized by participating retailers and wholesalers and delivered in-store and through digital and social media platforms.
The principal goal of Store Brands Month is to increase shoppers' trial and purchase of store brand 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 store brands, say the surveys.
Are you a PLMA member and want more information? Click here for Resources for Members or email storebrandsmonth@plma.com.