Retail Own Label & Brand Tiering Broadens Customer Appeal

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CHALLENGE: 

One of UK’s leading high street retailers introduced new branded categories to their existing own label portfolio to attract new customers. Own label was the dominant ‘brand’ in their stores and incoming brands were the ‘underdog’ at higher price points, less promotions and little below the line marketing investment. Yet the new range had to deliver a higher margin to their existing bottom line.

DELIVERY: 

The objective of this strategy was to drive traffic to the categories via the ‘hero’ brand as entry point to the category and offering choice by creating a good/better/best tiering structure to have a wider appeal. Nationwide in store & online execution. – key objective to recruit new shoppers to ensure ROI.

IMPACT: 

Recruited new shoppers via category segmentation & introduction of branded proposition. The retailer saw a 17% rise in profits in category and product adjacency sales.