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Incorporating own brand into your range

Having a good balance of brand leaders and own brand alternatives is key to
catering for all customer types. Some customers are absolutely brand loyal
whilst others are more shopper savvy and will review ranges before making a
product choice. Times are challenging at the moment and every penny counts,
so ensuring the medicines cabinet is adequately stocked and your first aid kit
full without spending extra pennies is high priority for customers.

Many customers now understand that the core ingredients of many own brand
products are often the same as the brand leaders and by raising awareness
of this where applicable you may be able to switch them into the Numark
brand, increasing loyalty. There are some categories which have a much higher
purchase rate of own brand than others.

A couple of examples are:
Vitamins and supplements – ingredient focused products that may be
purchased on a regular basis by customers, so value is key.

First aid and foot care – There is a high saturation of brands in these
categories. Customers will search on product type and price, rather than brand.

Hay fever and allergy – again, an ingredient focused category which requires
customers to purchase in higher volumes in the hay fever months, leading them
to search for a better value alternative.

You can also enhance your range through positioning on your fixtures. We
would usually advise to position own brand alongside the brand leaders to
highlight to customers their buying options. Customers will scan a shelf left to
right and use the beacon brand (brand leader) to help them navigate, even if
that brand isn’t their purchase intention.
Take a look to see how other retailers position their own brand products and see
if it varies between store types. Next time you are out shopping, take a look
at the fixtures to see how they have been displayed to take ideas and options
away that can be used in your pharmacy. You’ll see that many of the own brand
alternatives, particularly in supermarkets now replicate the brand leaders in
terms of packaging to encourage own brand purchases. See how they have
been positioned on the shelf and how easy it is to spot the difference between
the brand leader and the own brand.

For more information on how you can benefit from retailing
Numark’s own brand visit
numarknet.com/member-benefits/numark-own-brand-products

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