International Private Label Consult
In this chapter Loe Limpens discusses the evolution of private label packaging in more detail. A short summary:
‘Of all communication of a retailer to its customer, private label packaging is the most conspicuous. The design makes the retailer’s identity tangible and the retail brand visible for consumers. Not only on shelf in the store but also in their homes where private label products visualise the brand values and continue to communicate the retailer message. The packaging should clearly distinguish the various tiers in the private label architecture and support retailers in balancing the price and quality perception of consumers.’
Particular attention is given to discount retailers and how full service supermarkets can counterbalance this phenomenon. Furthermore, the book discusses topics such as the improving of relationships between retailers and their suppliers, how brand manufacturers can protect themselves against the advance of private labels, the role of packaging design, and the impact of new technology.