Learn how to market private brands to consumers

In this time of ever-expanding information channels, retailers are faced with the challenge of how to effectively communicate their key messages to a broad and diverse customer base. These challenges are multiplied when the communication is regarding a retailer’s private label program. The message delivered in support of a private brand program has to be congruent with the overall retailer’s message. In addition, the message has to be strong and consistent enough to be heard by the consumer.

During Store Brands' 2016 Innovation & Collaboration Summit, Raymond Swain, vice president of corporate procurement for Smart & Final Stores, will demonstrate some of the effective tactics used by Smart & Final, even as the company’s marketing message is evolving.

Store Brands' Innovation & Collaboration Summit will be held Aug. 15-17 at the Hyatt Grand Cypress hotel in Orlando, Fla. The event will feature an innovation-focused education program that will help retailers, suppliers and service providers take today's store brand programs to the next level. In addition, the summit will provide opportunities for private meetings between retailers and private label suppliers/service providers — and plenty of networking time for everyone.

Created with the guidance of Store Brands' Advisory Board, the event is the only conference of its kind in the United States. Attendees will learn how to identify untapped or under-tapped private brand opportunities, achieve greater profitability and faster time to market, and forge mutually beneficial collaborative partnerships.

Sessions will cover topics ranging from sustainability and transparency to European success stories, regulatory challenges and omnichannel opportunities. For more information and to register for the summit, visitwww.storebrands.com/summit2016.