Reading up on private brands
Greg Pohlmann, who spent 40 years in the store brand industry, is the author of a new e-book, “Thinking Store Brands First,” which provides best practice guidelines for retailers and wholesalers wanting to enhance customer loyalty and increase operating profits.
Pohlmann, an expert in store brands, was a district supervisor and director of store operations for Aldi, which is on track to become the third-largest grocer in America and is well-known for its store brands. Pohlmann also worked as a vice president for Topco Associates and was an officer with Daymon in addition to being a vice president for Valley Consumer Products Group and spending several years with Marketing Management Inc.
Pohlmann’s book, published online by Store Brands' parent company EnsembleIQ, contains 14 chapters — 13 of them devoted to store brand best-practice guidelines and one chapter on the future of store brands.
In this third of three video interviews with Store Brands’ Editor-in-Chief Lawrence Aylward about the book, Pohlmann talks about how retailers and wholesalers can go about executing the right business plans for their store brand programs, a subject that is addressed in-depth in the book.
In the first video, Pohlmann discusses why he wrote the book as well as how retailers can communicate to consumers the real value of store brands.
In the second video, Pohlmann provides insight into store brand profitability, a subject that is addressed in-depth in the book. Pohlmann also discusses what retailers and wholesalers need to know to increase store brand penetration.