Thanks for visiting, we ‘ve worked with leading own brand with grocery brands on 3 continents. We believe what we’ve learned there can help you ride the wave of own brand in the USA and wanted to share one of those cases, Tesco
• Tesco own brand was underperforming, held back by a number if issues (that feel similar to where you are today…):
• Own brand offers often designed as as brand ‘me-too’s’ leading to poor quality perceptions
• Own brand inconsistently designed across the store making it hard to locate and navigate
• Haphazard architecture with ranges added ad-hoc rather than a whole store, customer led holistic approach.
As it outperformed competitors in blind taste tests – but underperformed in branded tests – we knew the problem was a brand one. Our solution turned the fortunes of Tesco own brand around:
• Highest own brand share in UK
• Over 6% y/y growth (CHECK WE CAN REF THESE)
• Double digit LFL growth on every category relaunch
• Finest quality perceptions up 143 (basis points?)(!!!!!)
• Finest sales up 8.2%
Some of our own brand experience around the world
