Leveraging data to boost private brands

As retailers continue to grow their private brands programs to gain market share, not to mention a loyal following, some of them have realized the importance of leveraging personalized data.

On the final day of the Path to Purchase Expo in Chicago Wednesday, digital executives from Ahold Delhaize USA and The Kroger Co. discussed the importance of leveraging data, predictive analytics and the use of their digital platforms to get very micro in their reach to spur private label sales and development, among other things.

Lindsay Pullins and Michael Schuh — both directors of product strategy and innovation at 84.51, Kroger Precision Marketing —stressed the importance of gaining verified behavior data during their join presentation.

Linda Crowder, the sales team lead for Ahold Delhaize USA’s Peapod Digital Labs, acknowledged that with banners such as Food Lion, Hannaford, Giant/Martin’s and Giant spread across regions and working differently on digital, things are a bit disjointed and misaligned. For one, Food Lion customers get grocery delivery from Instacart, Hannaford shoppers use Hannaford to go, and the rest use Peapod. She said that will change as Ahold is developing “a singular digital site, all powered by Peapod Digital Labs.”

Check out Store Brands Managing Editor Dan Ochwat's of the presentations here.

[Path to Purchase Institute members can access more than 1,800 shopper marketing and technology insight articles, more than 14,000 marketing and merchandising images, and detailed retailer profiles — including operations and strategy info. See profiles for Kroger and Ahold Delhaize on p2pi.org.]

[The Path to Purchase Expo is a three-day dynamic learning event produced by the Path to Purchase Institute, focused on omnichannel shopper marketing strategies and technologies throughout the supply chain. It includes educational learning labs and innovative product and service exhibitions. Learn more at p2pi.org.]