PL Planning Takes Time, Effort, Family Dollar Exec Says

September 28, 2010
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Planning a new private label strategy takes time and serious effort and so shouldn’t be thought of a merely a short-term project, said Mary Rachide, DVP private brands, Family Dollar Stores, during her presentation Monday at the Private Brand Movement Conference in Chicago.


When she joined Family Dollar, the company’s goal was to put together its private label strategy and architecture in three months. The company quickly realized that branding is not a three month start to finish process but rather is much more of a journey that has to have a destination determined for the process to be successful. Rachide explains.


“So much of the first couple of months was spent figuring out where it was that we wanted to go with our private label. We didn’t even have a good definition of what a private brand was at Family Dollar. Is it something that we have the words Family Dollar on? Is it brands that we don’t actually own or control, but nobody else in the market sells? Does that count? What if there’s no brand on the product at all? Does that count as a private brand,” she recounted.


“We really had to think a lot about what it means to be a private brand. What’s the objective of it and, for us, clarifying the objective was all about being something that would have meaning and relevance and create value for our customer. And also being something that we could control so that we have flexibility from a long term sourcing perspective,” she said.



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