Expect more from product evaluation testing
Test labs have two key responsibilities: to provide accurate conclusions based on the test data so the retailer has the right information to make a quality and performance decision, and to recognize that the conclusion drawn from each test report can either make or cost a manufacturer revenue. Labs must be certain of what they report, and be able to address any questions and defend any results so that both retailers and manufacturers are properly served. They should also provide stronger technical specifications, claim substantiation, consultative audits, technical support and customer service.
Specification development
Effective specification development is critical to protecting a private brand. Every product has key features that make it unique. Test labs must help define and specify which attributes should be tested, and to which criteria, to ensure store brand products maintain their critical quality attributes over time, across multiple vendors and across boundaries. Without an effective specification, a retailer’s ability to make effective decisions on accepting or rejecting products is severely limited.
Labs should take a proactive role in developing, or working with retailers to develop, specifications that test the critical characteristics of a private label product’s design, composition and labeling. As these specifications provide the “blueprint” of what the retailer wants and expects, they can play a key role in sourcing a particular item. Labs need to maintain a library of consumer product test methods to ensure specifications are accurate and complete. Testing must encompass pre-production, production, random sampling, performance and quality.
Claim substantiation
It is critical that label claims be substantiated to maintain consumer trust, to build store brand equity and to maintain compliance with governmental regulations. Claims made without the appropriate substantiation testing need to be challenged so that no one product undermines the quality and safety of the store brand program. Independent test labs fulfill this role for retailers. Technically driven in-home use testing can also be an effective tool for retailers to determine which product performs best, something that cannot always be accomplished solely through lab testing.
Consultative audits
A custom, product-specific audit program of a manufacturing facility based on retailer specifications can provide evidence that a company has both the expertise and quality systems needed to ensure proper manufacture, day in and day out. In addition to auditing products against specifications, independent organizations should also be able to conduct combined audits for good manufacturing practices, quality or environmental management systems, and food safety services. Doing so saves time and money and allows retailers to monitor their supply chain and quickly respond to quality inconsistencies.
Tech support and customer service
Test labs should provide real-time evaluation results to manufacturers and retailers. Test reports should be comprehensive, easy to use and accessible on a secure website. A dedicated project manager should guide projects through the testing processes and troubleshoot issues. Labs, working with retailers, should provide ongoing support to keep products in compliance and minimize risk, including informing clients about changes in regulations, standards and national brand formulations that may impact their products. Finally, private label management also involves risk management associated with environmental compliance, supply chain disruptions, product recalls and lawsuit threats.
Providing these services will keep test labs evolving at the same rate as industry — and retailers would be wise to carefully assess capabilities here in choosing a test lab.