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PLMA Show Coverage: Create Excitement Around Your PL

November 16, 2011
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Contrary to what is so often claimed, shoppers are not bored or put off by the shopping process, according to a new nationwide poll of 1,170 shoppers conducted by Buxton consumer research for PLMA. In order to keep shoppers interested, retailers need to create excitement around their private label.

 


Contrary to what is so often claimed, shoppers are not bored or put off by the shopping process, according to a new nationwide poll of 1,170 shoppers conducted by Buxton consumer research for PLMA. In order to keep shoppers interested, retailers need to create excitement around their private label.
 
“Grocery stores today are much more open and inviting places to shop and many retailers have taken the opportunity to change themselves from being outlets for the national brands to a brand themselves,” Ned Dunn, former president of Harris Teeter and president of Norfolk, Va.-based Dunn Consulting told PLBuyer at the PLMA show in Rosemont. “A number of stores have worked with their private label manufacturers to create excitement, but a lot of that excitement has to come from the retailers.”
 
While a majority of shoppers respond to traditional promotions and displays, high-tech electronic devices are beginning to make their presence felt, the research states.
 
“I think many retailers are already taking advantage of advancing technology when it comes to their private label,” Dunn says. “Take for example, Price Chopper in the northeast, they are all over everything that has to do with e-commerce and I don’t think they are atypical, but I do think they are a leader. Retailers need to put forth a constant effort to stay on top of something like technology that’s evolving at incredible rates.”
 
 
 
 

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