Shopper Journey

My apologies but I abandoned this space for a couple of weeks due to the fact that I was in Milan for work. But I have come back richer from the experience. Or I should say poorer from the shopping!

Not only was it great fun to work with an Italian-Brasilian-German-Russian-British team, but Milan [...]

We wish a Happy New Year to all our readers!
After a long break, we are starting with new zest and hope to see you on our blog very often in 2010, too.
All the best!
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REWE Germany wasn’t waiting for us and has already started aggressively into 2010 by attacking Aldi’s price leadership.
The new radio and [...]

McKinsey recently predicted that the large majority of consumers who switched to cheaper CPGs during the recession will not return to premium brands.

Furthermore, A.T. Kearney lately forecasted a “no return to normal”: B and C brands will struggle for survival while global market share of private label products will reach 65 percent by 2025.
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Yesterday, I went to a REWE store. I was curious to see how REWE is attracting and engaging shoppers for their new Premium Private Brand “Feine Welt” (read former post here)
The “Feine Welt” purpose is to offer delicious food from around the world for an affordable, low price. So, the in-store communication should have [...]

Loblaws, Canada’s largest food retailer, recently came up with a simple but striking commercial that is pointing the way for the future (click image below).
By the way: William Shatner, well-known as Captain Kirk, captain of the starship USS Enterprise in the television series Star Trek, once said in a number of television commercials for [...]

German retailer REWE Group is launching its new premium private brand “Feine Welt” (Fine World) tomorrow (Monday, Sept. 28th). The new premium brand will be used on a range of more than 100 fresh and ambient selected items, sourced from around the world. The products will be priced around 15 per cent lower than branded [...]

Roundy’s Supermarkets Inc. in Wisconsin has “kicked off” three limited edition Private Brand cereals to celebrate the Green Bay Packers 90th anniversary.
Sold exclusively at Pick n’ Save and Copps stores under a license agreement with the NFL Football team, the new product is called Breakfast Blitz. The first of three specially designed cereal boxes already [...]

According to Planet Retail, Aldi’s Austrian discount subsidiary Hofer has made its TV debut, promoting its private brand ‘Zurück zum Ursprung’ (’Back to the Origin’). The range features traceable, sustainable foods from Austrian organic farmers and all products are marked with their carbon footprint.

The two spots and two infomercials from ad agency Gull + Company [...]

Amazon.com has launched a new private-label collection of consumer electronic “basics” in USA. The AmazonBasics line currently includes audio video cables and blank DVD media, with additional accessories and other items to be added in the coming months. via

UK retailer ASDA has redesigned its 80 lines of own-brand cereal range. Responsible packaging and branding agency was FLB which also recently redesigned ASDA’s own-label pharmacy range.
The Key Challenge was to clearly show ASDA’s customers which categories the cereal products fell into.
Well, let’s see what they came up with:
First, the new product segmentation is [...]