The journey of customers and business innovation in the retail industry comes to a close once again. As the curtain falls, let us reflect on the stories from the second half of the year—highlighting the transformative changes, groundbreaking breakthroughs, and the rise of new players in the retail arena. This period has witnessed a shift in how businesses approach customer engagement, technology, and sustainability. Alongside this, we have seen the evolving expectations of customers, who are now more informed, demanding, and conscious of their purchasing decisions.
As we look back on the key moments, game-changing trends, and emerging strategies, we explore what’s shaping the future of shopping. Learn who the consumer of tomorrow is and discover the strategies you’ll need to capture their attention. After all, in this ever-changing arena, the consumer will always be the king.
At RetailWise, we firmly believe that keeping a finger on the pulse of what the market wants isn’t just a strategy but the heartbeat of a successful business.
Stay updated with RetailWise’s comprehensive Retail Report for H2 2024! Gain insights into the latest developments and trends in the retail industry at global, regional, and local levels. Discover innovative advancements and understand the dynamic changes shaping the retail sector. Don’t miss out, click below to stay ahead in the retail world!
Our final stop for our Singapore retail store visit is Little Farms in Holland Village, home to their first-ever Urban Concept Grocer & Restaurant. This two-story space perfectly blends a thoughtfully curated grocery on the ground floor with Little Farms Table, a cozy café upstairs offering handcrafted dishes made from scratch—free from MSG, artificial flavorings, colorings, or preservatives.
Why Little Farms Stands Out
Little Farms is Singapore’s friendly neighborhood market, dedicated to providing fresh, all-natural, and organic groceries sourced directly from trusted farmers and artisans around the world. Their “Freshness Guaranteed” promise ensures that if you’re unhappy with the freshness or quality of any purchase, they’ll gladly provide a refund or replacement.
Here’s what makes Little Farms special:
Cheese & Deli Counter: Discover varieties of cheese and premium charcuterie selections, offering something for every palate.
Fresh Produce & Ethical Sourcing: Their fresh fruits and vegetables are the stars of the store, complemented by a butchery that exclusively features ethically raised, regeneratively farmed meats. They also support sustainability with their Im-Perfect Produce section, where slightly blemished but perfectly edible produce is sold at discounted prices.
Banned Ingredient List: Little Farms is deeply committed to transparency and health, enforcing a strict Banned Ingredient List that excludes over 200 potentially harmful chemicals, preservatives, artificial flavors, colors, and additives. Shopping here means you can trust every ingredient to be safe and natural.
Ready-to-Eat Options & Bakery: For those on the go, Little Farms offers a selection of freshly baked bread and wholesome ready-to-eat meals, prepared with the same high standards of quality and care.
Little Farms Table: On the second floor, enjoy an all-day dining menu featuring delicious dishes crafted from fresh, organic, and ethically sourced ingredients. It’s the perfect spot to relax with friends or family, and private rooms are available for special occasions.
Wine Selection: A carefully curated range of wines awaits, making it easy to pair the perfect bottle with your groceries or meal.
Little Farms is all about making healthy living accessible, offering a mindful shopping and dining experience that’s as delicious as it is ethical. This grocery is a must-visit destination for fresh, flavorful, and thoughtfully sourced food!
At RetailWise, we are bringing value across different brands. We aim to ensure your satisfaction by guaranteeing the success of your business from strategy to execution. Explore our strategies, resources, and expertise and find the perfect fit for your needs click here
Vietnamese coffee chain Cong Caphe is set to open its first Philippine outlet in February at Gateway 2 Mall in Quezon City.
Known for its signature 1970s-inspired interiors and unique coffee offerings, the brand aims to bring an “authentic Vietnamese coffee experience” to Filipino customers. It makes its coffee using Vietnamese Robusta beans.
Founded in Hanoi in 2007 by former performance artist Linh Dung, Cong Caphe currently operates 66 stores across Vietnam, with 45 located in major cities such as Hanoi and Ho Chi Minh City.
The cafe is known for its creative take on traditional Vietnamese coffee, including specialties like coconut coffee, coconut green rice coffee, and coconut pho coffee.
Cong Caphe made its international debut in Seoul, South Korea, in 2018 and has since expanded to Malaysia, Canada, Taiwan, and the Philippines.
FairPrice Finest Clarke Quay offers so much more! Imagine a supermarket with a cozy bar nestled, a dining area in the middle of the supermarket, and a workshop area. This isn’t just shopping—it’s an experience that redefines retail therapy, taking it to an entirely new level.
FairPrice Finest is one of the premium retail formats under NTUC FairPrice Co-operative Ltd, Singapore’s largest retailer. Its portfolio includes FairPrice Supermarkets, FairPrice Finest, FairPrice Xtra, FairPrice Xpress, and Cheers convenience stores.
This 14,000-square-foot warehouse-inspired outlet at Clarke Quay, marks the 40th FairPrice Finest store in Singapore.
Far beyond the conventional supermarket, FairPrice Finest Clarke Quay transforms errands into opportunities for culinary discovery, social connection, and even recreation. Whether you’re sipping a signature cocktail at the bar, savoring a gourmet meal, or actively listening at a workshop, this unique destination is where shopping, dining, and entertainment meet seamlessly.
Singapore’s Love for Fresh and Local
Singaporean supermarkets are celebrated for their devotion to fresh produce, sushi, and delicatessen delights. FairPrice Finest Clarke Quay elevates this tradition with thoughtfully curated selections and a deep commitment to supporting local suppliers.
The Grocer Food Hall
At the heart of the store is the Grocer Food Hall, where different food kiosks serve a variety of cuisines. A standout feature? The “You Pick, We Cook” service. Pay for your seafood/beef and cooking fee and let them know how you would want it cooked, and next enjoy your food.
Comfortable seating areas invite you to enjoy your meals in a relaxed and vibrant setting—perfect for casual meetups or a quick break from shopping.
The Grocer Bar
Looking to unwind? Head to the Grocer Bar, it’s the ideal spot to relax and take in the energy of Clarke Quay.
Local Collaboration and Sustainability
FairPrice Finest Clarke Quay takes pride in its collaborations with local businesses. Highlights include a curated selection of fresh produce from Singaporean farmers. By celebrating local, the store underscores its commitment to community and sustainability.
If you come to Singapore, this place is a must visit and enjoy your own gourmet journey at FairPrice Finest Clarke Quay, where the joy of shopping meets the art of living.
Stay tuned for more highlights from our Singapore retail journey as we continue to explore some of the city’s most inspiring retail experiences.
At RetailWise, we are bringing value across different brands. We aim to ensure your satisfaction by guaranteeing the success of your business from strategy to execution. Explore our strategies, resources, and expertise and find the perfect fit for your needs click here
The RetailWise Team recently visited Singapore, diving into its most innovative retail destinations! This week, we’re spotlighting standout retailers with unique features and concepts.
First, we showcased FairPrice Xtra at VivoCity. Next up : Scoop Wholefoods Singapore—a collaboration between Singapore’s retail powerhouses, Gill Capital and Sydney-based Scoop Wholefoods Australia.
This store is a haven for health-conscious shoppers, offering a wide array of organic, sustainable products and a zero-waste shopping experience.
We visited the flagship location at Great World, a 9,000 sq. ft. space thoughtfully designed for eco-minded shoppers.
Tea area
The store features bulk wholefoods, a Beauty & Bath chamber, an in-house Glass Box Bakery, and even a Kombucha Bar.
Glassbox bakery
With over 2,000 products—around 80% certified Australian organic and environmentally responsible—Scoop WholeFoods embodies a commitment to sustainable, wholesome living.
Scoop Whole Beauty
Sustainable homewares
What’s especially notable is the cozy bench area where shoppers can relax, read a book, and recharge.
The raw honey section is another beautiful highlight, adding to the store’s aesthetic appeal and dedication to eco-friendly advocacy.
Stay tuned for more highlights from our Singapore retail journey as we continue to explore some of the city’s most inspiring retail experiences.
At RetailWise, we are bringing value across different brands. We aim to ensure your satisfaction by guaranteeing the success of your business from strategy to execution. Explore our strategies, resources, and expertise and find the perfect fit for your needs click here
I vividly remember the excitement of visiting the newest and closest hypermarket to our municipality in France with my aunt and uncle. These visits, once or twice a month on Tuesdays, were a highlight since I had no school on Wednesdays. My first stop was always the books section, where I would lose myself in reading while waiting for them to finish their shopping. Afterwards, we would eat together at the mall’s cafeteria.
In the 1970s, the hypermarket concept was predominantly developed and promoted by retailers. These large stores, ranging from 10,000 to 15,000 square meters selling area, offered a wide variety of products under one roof – electronics, appliances, apparel, general merchandise, food, and non-food grocery items, along with a large fresh food area. The promise was a vast selection at affordable prices. However, this concept was controversial, posing a real threat to small independent businesses like meat shops, bakeries, and fruit and vegetable stores.
An Insightful Experience in the Hypermarket Business
Was it a coincidence that I began my professional career in the hypermarket business 15 years later? Starting in the retail industry, specifically in the hypermarket business with Auchan in 1988, was indeed a fantastic experience. Store operation managers were highly decisive in a decentralized organization, handling everything from buying to selling, with full accountability for their profit and loss statements.
Daily pep talks with the team and weekly reporting to the department head created a competitive environment for young managers. At that time, we were directly negotiating with supplier representatives, selecting promotions, and controlling daily orders.
Initiatives on planograms, coordinated with the centralized merchandise team, were welcomed. Buyers were gathering regular information on categories and products through constant communication with store operations personnel.
Our time was clearly divided between store preparation before opening and during the “re-opening” before the evening rush, administrative tasks, and supplier negotiations. Most importantly, constant communication and interaction with the store team were critical. Store personnel provided valuable feedback for young managers, benefiting from their extensive field experience and daily customer interactions.
I remember the regular sales challenges introduced by management, where we would arrive early to display our promotions extravagantly. Competition was fierce among the young managers (read: wolves!) to conquer challenges, and our creativity in showcasing the most impressive and innovative displays seemed limitless.
The principle of the concept was simple: “Low prices, strong promotions, everything under one roof, spacious cash counter lines, and ample parking to accommodate heavy customer traffic.” We felt invincible, anticipating that hypermarkets would gradually replace supermarkets and neighborhood stores. Back in the 1990s, the impact was indeed significant.
Today’s Reality: A Reflection on Decline
I travelled to Europe several times over the last three years and always made a point to visit stores, including hypermarkets. It was no different last August when I was in France and Spain. I have once again witnessed the continued decline of the hypermarket concept. There was so much space with few customers, empty cash counter lines, and a dark atmosphere – the excitement was gone.
Photo courtesy of Eric Poiret
Nevertheless, I must acknowledge the efforts made to maintain an outstanding fresh product offering with enticing displays, which still make a trip to the hypermarket worthwhile. The product selection is extensive, aiming to meet every customer’s request, even for niche items. The sheer volume on display, particularly the fish section, is impressive and tempting.
The option to choose between over-the-counter and pre-packed meat and fish is also a smart approach. The aroma of freshly baked bread and the remarkable pastry selection are highlights. The deli and cheese corner remain exciting, offering an amazing range from all over the world. New concepts, like the sushi bar and café corner, where you can have a quick breakfast or lunch with a variety of pastries and sandwiches, add a modern touch.
However, for dry food and personal care items, I see limited value. The product range is vast, but the display is uninteresting, and finding specific categories and merchandise can be challenging. There is nothing new, except perhaps the wine bar with a sommelier, and an expanded health and wellness section for the health-conscious.
For non-food items, primarily general merchandise, electronics, and apparel, there have been no significant changes or improvements in 30 years. While there are new products, the overall concept has not evolved and has even degraded in terms of attractiveness
What Happened Over The Years?
This decline is not without reason, as several factors have contributed to the hypermarket concept’s challenges, including shifts in market trends, consumer behavior, and increased competition.
Neighborhood Stores: Small supermarkets and compact hypermarkets have regained relevance. Economic considerations like rising transportation costs and a desire for more convenient shopping have favored proximity stores. Retail chains have also improved their smaller formats to offer almost everything, including fresh products and basic general merchandise, close to home. City stores in large urban areas effectively maximize small spaces to meet a wide range of needs, including fresh food and non-food categories, delivered right to your doorstep.
Specialty Stores: These stores have gained success by offering better assortments and prices in more enticing environments.
E-commerce and the Pandemic: The pandemic was a defining moment for hypermarkets. Modern retailers were pioneers in platform solutions, but e-commerce competition became fierce. All retailers now offer online platforms, and some are more relevant online than in physical stores. Independent e-commerce platforms have also emerged, creating new competition, while online food delivery options have surged.
Demographic Shifts: Changes in demographics, such as the increase in smaller households and aging populations, influence shopping behaviors. Smaller households prefer more frequent, smaller shopping trips rather than large, infrequent ones that hypermarkets accommodate.
Sustainability Concerns: Consumers are becoming more conscious of the environmental impact of their shopping habits, favoring stores that promote local products, reduce waste, and have smaller carbon footprints. Hypermarkets, with their extensive supply chains, can struggle to align with these values.
What’s Next? Suggestions for the Future of Hypermarkets
Retail chains have a significant opportunity to regain confidence in the hypermarket format by cultivating a mindset open to adapting to evolving customer trends and expectations. Based on my global experience in the hypermarket business, here are a few suggestions to consider.
Reduce Space: The first impression upon visiting a hypermarket at present is that it is too big. I find it difficult to understand why retail chains have not downsized existing stores over the years. In an era where prime space is valued and large boxes are losing popularity, retail chains should re-evaluate their use of space and declining sales productivity, perhaps transforming parts of hypermarkets into mall spaces, specialty stores, or dining experiences.
Improve Ambiance: It is a well-known fact that the hypermarket is a cutting-edge retail concept; unfortunately many have not evolved in terms of ambiance and visual appeal. Lighting, tiling, and visual concepts have remained unchanged for decades, and the absence of ambient music contributes to an uninviting atmosphere. Today’s customers crave experiential shopping that engages their senses – what they see, hear, and smell. This may be the perfect time to visually rebrand and transform this concept into one that is more vibrant and appealing for customers.
Enhance Customer Experience: This is probably the biggest opportunity. Rethinking the customer journey and creating engaging experiences for shoppers is key.
Given the quality of fresh offerings, there is an opportunity to emphasize and/or add dining experiences within the store, where customers can enjoy freshly prepared meals from the products they selected. This approach would engage customers’ senses, creating a strong appeal. Although this concept exists internationally in some high-end supermarkets, European retail chains have yet to embrace it strongly. Themed regional dining experiences – such as Asian, Mediterranean, or Mexican – could be introduced. With their existing volume and sourcing capabilities, hypermarket operators can additionally offer attractive price points. The challenge lies in creatively integrating dining experiences into the store layout without compromising space, customer flow, or navigation.
Similarly, there is a rise in new coffee concepts. Most hypermarkets have a basic grab-and-go coffee corner, but transforming it into a vibrant coffee shop inside the store could enhance the shopping experience. The coffee shop could be integrated near the bakery but designed to stand out visually.
For non-food items, integrating a “store within a store” concept could be beneficial. For example, Auchan could consider including a mini-Decathlon within the hypermarket, offering an immersive experience by inviting customers to try sports items in a dedicated zone.
For the electronics department, there is much room for rekindling excitement. I was once the head of this department, where customers would station themselves during home theater displays, showcasing the latest movies or concerts, with music resonating from afar. Surprisingly, during one of my hypermarket visits last August, I noticed that the TV units were switched off. While technology has evolved and most features are available in a single device, customers still desire to test and play with gadgets. Creating an engaging environment could attract customers and ultimately increase sales.
For apparel, collaborating with popular brands to create customized collections for the hypermarket could engage younger generations and revitalize the department’s offerings. These brands would have to ensure that price points remain accessible while maintaining the integrity of the concept.
Many of these suggestions have already been implemented in some modern retail chains worldwide. However, the necessary transformations in European markets appear to be occurring at a sluggish pace. Maintaining the status quo will only contribute to further decline. There is an opportunity to adapt to evolving market conditions and implement essential upgrades. Aesthetic changes alone may not be enough; a fundamental revolution in the hypermarket concept might be necessary. Benchmarking against successful markets in the US and Southeast Asia could offer valuable insights for European retail chains.
Final Thoughts: Embracing Change in Hypermarkets
Reflecting on my early experiences with French hypermarkets, it’s bittersweet to witness the decline of a concept that once promised a vibrant shopping experience under one roof. The memories of bustling aisles filled with excitement contrast sharply with the empty spaces I now observe. As we look to the future, it’s clear that revitalizing the hypermarket model will require not only a keen understanding of evolving consumer preferences but also a commitment to innovative and engaging shopping experiences. By embracing change and adapting to modern trends, hypermarkets can hope to rekindle the passion they once inspired in shoppers like myself.
I hope these thoughts motivate you to explore new ideas in retail and collaborate to revive the excitement that once made the hypermarket concept very special.
Eric has a solid experience of more than 35 years in the management of retail chains in the Gulf Region, Asia and France. Before becoming the Chairman of ERE, he was Managing Director for Metro Gaisano, Chief Operating Officer for ASWAAQ, a Dubai Government-owned company, and Chief Executive Officer for MAF Carrefour KSA. Eric Poiret’s expertise lies in strategic planning and operations management. Eric continues to expand his expertise by permanently keeping up with market trends through various engagements and visiting different retail markets around the world.
TikTok shopping is taking over Christmas shopping as the majority of TikTok users discover new brands and products for the season through the platform.
Move aside Jose Mari Chan, TikTok is growing to be synonymous with Filipino Christmas celebration and shopping this 2024. According to two studies commissioned by TikTok on Christmas and New Year behaviors of Filipinos, TikTok users are increasingly turning to the popular short video platform for community, entertainment and holiday TikTok shopping. With the growing dominance of the platform, it comes as no surprise that TikTok now occupies a central part in the Philippines’ biggest holiday.
A clearer picture of Filipino habits during the holiday season is emerging thanks to a 2024 report by research company Toluna. According to the report, 81% of TikTok users gather with friends and family, with 74% giving gifts, and 66% celebrating with Christmas parties.
Notably, shopping habits of Tiktok users have also been revealed. 60% of Filipino TikTok users reported spending time shopping for the season, with some doing so as early as September. In addition, according to a second report by Kantar Profile, 81% of Filipino TikTok users rely on the platform to discover new brands and products. And 77% of users go to TikTok to answer their shopping needs.
TikTok Shopping in Mega Sales Delight Shoppers
Tiktok’s Mega Sales are a prime driver for shopping on the TikTok platform. In the previous year, 84% of TikTok users were reported to have participated in these Mega Sales. This year, they are projected to increase their spending on TikTok by a factor of 2.3 times, compared to non-TikTok users. TikTok users are also expected to be 1.9 times more likely to spend more on Christmas gifts this year over the previous year.
This growth marks the emergence of TikTok as a preferred platform for shoppers during sales.
Paolo David, Philippine Brand and Partnerships Head at TikTok, said in a statement, “As the holiday season unfolds, TikTok continues to be a pivotal platform for Filipinos to celebrate Christmas. Whether it’s for discovery, entertainment, or shopping, TikTok offers a unique space where users can fully immerse themselves in the festive spirit. By understanding and engaging with the platform’s diverse shopping personas, brands can better position themselves to connect with a highly engaged audience, ensuring success throughout the holiday season and beyond.”
A Profile of Filipino TikTok Shoppers
Through the TikTok-commissioned study by Kantar Profile, a clearer picture of Filipino TikTok users is also emerging. The research company identified four distinct shopping personas from the study, which brands on the platform can use to generate insight and drive their marketing campaigns. The four personas of TikTok shoppers are:
Bargain Hunters
These users actively search for the best deals online and seek vouchers. 74% use TikTok more than once a day, and 78% shop weekly on various e-commerce platforms.
Inspirational Shoppers
For these users, shopping is an exploratory experience. They like to discover new brands and new shopping trends. 78% use TikTok daily, and 82% shop weekly. They are 1.2 times more likely to shop on social media.
Effortless Shoppers
These users make purchases for convenience, and prefer quick and easy shopping experiences. 73% use TikTok daily and 80% prefer hassle-free checkout.
Purposeful Shoppers
More considered than the other personas, these users like brands that align with their personal values, such as sustainability. 77% of them use TikTok more than once a day. They seek out brand-specific websites and are twice as likely to shop on these platforms.
MANILA, Philippines — Gokongwei-owned Robinsons Retail Holdings Inc. (RRHI) is looking at dominating the hard discount store segment with an aggressive expansion mapped out for O!Save.
RRHI COO Stanley Co told The STAR that the O!Save Trading Philippines Corp. is targeting to grow its network by opening an average of 200 stores every year.
O!Save, a hard discount supermarket chain founded in 2021, currently has over 300 stores in the country.
“We just opened our 300th store a few days ago so I think O!Save is expected to end the year with 400 stores, more or less,” Co said.
‘There are a lot of things that come into play when we open a store. There are so many dependencies. As much as possible this is our target, but sometimes, it gets derailed a bit,” he said.
All of O!Save’s stores are currently situated in Luzon, but Co said the company is open to expanding in Visayas and Mindanao in the future.
“O!Save started in Angeles then moved to Bulacan then moved to Metro Manila by way of our Taytay distribution center. And then the fourth one is about to open in Pangasinan. So the expansion now is going towards north,” he said.
As a hard discount retailer, O!Save offers the lowest possible prices for its products that are focused primarily on basic food, household and personal care.
O!Save said its stores are simple and not larger than needed. It also does not rent stores in expensive locations and also avoids anything, which is not necessary that could potentially increase the sales price of its products.
RRHI, one of the country’s top retailers, entered the hard discount category through a minority stake in O!Save.
RRHI president and CEO Robina Gokongwei-Pe told The STAR that the company is currently pleased with its investment in the hard discount supermarket chain.
She said RRHI also has no plans to increase its stake in O!Save at present.
O!Save’s biggest competitor in the country currently is DALI Everyday Grocery, which is operated by Hard Discount Philippines Inc.
DALI, which started commercial operations in February 2020, was previously eyeing to grow its store network to 900 to 950 by the end of the year.
Indonesian coffee chain Kopi Kenangan – also known as Kenangan Coffee – is expanding its global footprint, beginning with the launch of its first stores in India and the Philippines.
The company will open its first Philippine store in October at SM Mall of Asia, Pasay City.
In India, Kopi Kenangan will make its debut early next year through a licensing agreement with a local F&B business. However, specific details have yet to be finalised.
During its initial expansion phase in Southeast Asia, the company said it would focus on establishing at least 10 stores in shopping centres.
“Our expansion into Malaysia and Singapore is a testament to our commitment to serving quality coffee to more people around the world,” said Edward Tirtanata, founder and CEO of Kopi Kenangan.
“Moving forward, we hope to continue expanding our reach by opening 500 international Kenangan Coffee outlets across various countries,” he said.
Founded in 2017, Kopi Kenangan is one of the largest branded coffee chains in Indonesia, with more than 900 outlets across 60 cities.
The brand made its international debut in Malaysia in 2022, followed by an expansion into Singapore last year, where it currently operates 48 and seven locations, respectively.
Private labels first captured my attention as a child in the 70s during a visit to Cora, the newest hypermarket near my hometown in northern France. Amidst the bustling aisles filled with colorful packages, I was drawn to a section showcasing “white products” – merchandise packaged in plain, minimalistic white without branding. The store-brand products communicated their value clearly: unbranded and low-priced. This early encounter with private labels, offering significant savings despite their lack of flashy branding, piqued my ongoing interest in private labels as I journeyed into retail.
Key Insights in Private Label Development
When I began my retail career in 1988 at Auchan in France, private labels were quite different from what we see today. Back then, their packaging often mimicked that of leading brands to the point where it could confuse customers, despite private labels being priced about 20% lower.
From those early experiences, I picked up three key insights:
Identify the top brands in your category to effectively position your private label.
Set your private label’s price 20% lower than the leading brands to attract price-sensitive customers.
Ensure your private label offers a margin that is 15 to 20% higher than the category leader to ensure profitability.
A decade later, at Monoprix-Prisunic, I encountered the concept of exclusive premium retail brands – high-quality products that resonated with customers and helped differentiate the retailer.
In the Middle East with Carrefour, I faced the challenge of launching private labels in a market dominated by established international brands. Despite Carrefour’s global reach, our progress was slower than expected due to limited initial volumes.
At Aswaaq, the challenge was even greater as we had to develop a private label before the first supermarket had even opened, with minimal volumes to start. We chose to focus on ten basic commodities, targeting the low-price segment with a distinctive brand name.
Since moving to the Philippines in 2011, I have had three key experiences developing or enhancing private labels. Although private label sales remain relatively low at below 5% share of sales compared to Europe, which has a 30% to 40% share of sales, or the US, with a 25% share of sales, the rise of hard discounters like Dali and O!Save, and the “No Brand” concept with strong private label strategies, has pushed local retailers to reassess their approaches to private label development.
Key Fundamentals of Private Label Development and Implementation
From my extensive experience in retail, I have learned that private label development serves three key purposes: strengthening branding, enhancing customer loyalty through unique products, and increasing profitability. Achieving these objectives relies on a meticulous step-by-step process, where each phase is critical. Missing even one step can compromise margins, affect targets, lead to flawed product development, and impact cost management efforts.
To attain success in private label development, attention must be given to several key aspects, from initial development to final implementation. These include:
Negotiating Costs: Start by focusing on fast-moving items. By leveraging high volumes, you can negotiate better deals and reduce costs effectively.
Defining Specifications: Ensure that your product specifications are clearly outlined and at par with the quality of national brands. This like-for-like comparison will build credibility in the market, demonstrating that your product meets top standards and that quality is never compromised.
Market Research: Take time to understand your competitors’ private label strategies and pricing. This insight will inform your own strategy and pricing decisions.
Sourcing Manufacturers: Evaluate both local and international manufacturers to secure competitive pricing without compromising on quality. It is crucial to balance high standards with cost efficiency to achieve success. Leading retailers often source their private labels globally to optimize both quality and cost.
Pricing Strategy: Ensure that the product’s cost price allows for a retail price difference of 15 to 20% compared to category leaders, along with an additional 15 to 20% margin. This principle has consistently guided me in scaling private labels effectively.
Contract Management: Establish contracts with manufacturers that cover volume requirements, pricing, lead times, product and packaging specifications, and penalty clauses for non-compliance. Regularly reviewing and adjusting these terms helps you stay agile and responsive to market changes.
Quality Control: Continuously monitor the quality of your private label products. Implement stringent quality control processes to uphold product standards. I recommend using a third party for random quality checks to ensure adherence to the agreed-upon standards with the manufacturer.
Brand Strategy: Deciding whether to use an existing brand name or create a new one significantly impacts your overall brand identity. Regardless of the choice, the brand will reflect the company’s value proposition and influence its reputation. Ensuring high-quality products is essential for strengthening brand identity.
Legal Compliance: Make sure you comply with all legal requirements and secure exclusivity for your brand name. This protects your brand and ensures regulatory compliance.
Packaging: Designing packaging that enhances the perceived quality of your product and meets legal standards is something I have learned to prioritize. Effective packaging can make a big difference.
Tiered Pricing: Develop private labels for various price segments – low, mid, and premium. Assign distinct brand names to each segment to appeal to different customer demographics. For the low and premium segments, creating specific brand names is especially effective.
In-Store Display: Allocate adequate shelf space for your private labels and position them at eye level. Proper placement can significantly boost visibility and sales.
Promotion: Plan regular promotions through catalogs, online channels, and social media. Utilize loyalty programs to encourage repeat purchases.
Price Monitoring: Regularly review and adjust prices to remain competitive. Periodically renegotiate costs with manufacturers to keep your pricing strategy effective.
Supplier Partnership: View your private label suppliers as partners. Regularly review their performance to address issues like quality and pricing, and use customer feedback to drive continuous improvement.
Fresh Food Quality: For fresh food and perishable items, maintaining consistent quality and safety is crucial. Your brand must be associated with reliable and high standards to avoid any perception of inconsistency or poor quality.
Supply Chain Management: Efficiently manage your supply chain to prevent disruptions. Streamline processes to ensure timely and reliable product availability.
Sales Monitoring: Regularly assess the sales performance of your private labels within their categories. Set targets for the next 3 to 5 years. For categories with limited or no brand presence, aim to achieve up to 75% sales contribution for your private label.
Customer Feedback: Collect feedback through surveys, focus groups, and blind testing to refine your products. Use this input to make improvements and better align with customer needs.
In summary, a well-executed private label strategy can greatly enhance a retailer’s brand, profitability, and customer loyalty. Achieving this requires a comprehensive approach that includes in-depth market research, strategic partnerships, innovative product development, effective marketing, and rigorous quality control.
In the current Philippine retail landscape, despite the presence of dominant international and strong local brands, strengthening private labels remains an opportunity for retailers to enhance their commercial offerings and reflect their company’s size and capability. Furthermore, a stronger market share in sales would significantly impact their economic model.
Reflecting on my early encounter with “white products” at Cora in the 70s, it is evident how far the concept of private labels has evolved. What started as a curiosity about cost-effective, unbranded merchandise has become a cornerstone of my strategic approach to private labels, helping retailers achieve success.
I hope these insights inspire you to fully embrace the potential of private labels in your own retail journey.
Postscript: For those looking to advance their private label strategy, consulting Philippe Devismes is highly recommended. As a mentor during the development of Aswaaq’s private labels, Philippe’s expertise and attention to detail offer invaluable guidance. His insights can help retailers effectively leverage private labels to enhance their market position and drive sustained success. Connect with Philippe on LinkedIn for more information.
