Private label has already hit its stride and some sales people are calling it “the golden age of private label.”[1] And if you’re an independent pet store retailer, this is the most opportune time to seize the moment.
Where to begin
Amid the sea of retailers, both independent and chain, you have to somehow offer something new. A rising trend year in year out is that independent retailers are having their own private labels. To find out what your private label will be, you have to do a brand audit of your store. What products are you carrying? Does it reflect what your store’s brand stands for?
For example, if you’re a store identified for carrying organic, all-natural, and high-quality pet foods, your private label products should reflect that. Highlight on your private label product’s edge over others, if possible.
Research is key
Now that you have done your brand audit, research which categories your private label will get into. Ask yourself the following questions:
Will you sell consumables or hard goods?
Will you be selling pet food only? Or just pet treats?
What categories do you have strong ties with your existing vendors?
What can you do better about the quality of the product that your vendors have not yet done?
Once you’ve decided which category you want to get into, decide how you will position the product. Will you have a “good” product that’s budget friendly but lacks quality? Will you have a quality product but at a cost to your customers? Or can you have something in between—not that expensive, but somewhat better than the “good” product?
Target your market
Now that you have identified your products and its category, you can now define your target market. When you have defined your market, you will be able to figure out how to communicate and sell your private label products effectively.
Your brand is an experience
Always think that as an independent retailer, your regular customers go and buy from you because it’s an experience. Enhance that experience further by differentiating your brand from others. Perhaps improve your response time on online inquiries? Or maybe have a unique packaging for your product? Anything that will make your brand memorable and stand out when your customers, regular or not, remember you because of that experience.
Painstaking but essential
Finding the right private label manufacturer can be demanding. But Addiction Foods is here to help you from start to finish. We may just prove to be the right partner for your private label.
These are just guideposts for your consideration when embarking on sourcing for your own private label products. We encourage you to start your journey with Addiction Foods and see for yourself what we can do for you.
[1] http://www.petproductnews.com/News/How-Pet-Retailers-are-Making-Private-Label-Lines-Stick/
