By using warm, vibrant colors on its private label packaging and investing in an extensive marketing campaign, Family Dollar has managed to post big private label sales gains and provide lessons others can use.

 

In the ultra competitive, ever-changing retail landscape, Matthews, N.C.-based discount retailer Family Dollar has zigged while others have zagged.

Although private label can be found in every household in Canada, private label market share has remained relatively static over the past year as national brands have met Canadians’ thirst for value by driving more sales through feature pricing, according to The Rise of the Value-Conscious Shopper, a Nielsen global private label report.

Flexible packaging is moving into new private label categories, offering retailers more ways to attract consumer attention on-shelf.

 

Sometimes it’s not about what’s inside the package that counts, it’s about what you do with the package itself. A flexible package is, by nature, a more abstract palette to work with than a cardboard box. While a box has four sides, a top and a bottom, a flexible package it is not limited to such strict dimensions.
And that design flexibility means the packaging type is expanding into new categories, giving retailers more options for attracting consumers to their private label offerings.