You’ve set up your private label pet food brand, having been through it all—from choosing the product to the right private label partner. In fact, the pet food products are on your shelves already and in your online store. Sales are okay… but you know it can be better. So how would you know if your private label pet food is doing more than okay and that it would be a success? Here are some pointers to ensure your first private label pet food will succeed.
1. Visibility
Are your private label pet food products easily seen in your brick-and-mortar store? Make sure that they are at eye-level so customers can easily see them. If you’re selling them in your online store, ensure that they appear on the first page and not buried elsewhere. Although your store might be selling national brands, your private label is your own and deserves a place in your shelves as much as national brands.
2. Price it slightly lower than national brands
While the reason private labels thrive is because they’re priced lower than national brands, never price yours way below your branded competition. For example, if the national brand pet food is at $10, don’t price yours at $5. This will make your customers think that your private label isn’t on a par with the quality of national brands that’s why you’re selling it cheap.
3. Spread the word…and the product
While national products spend so much in promoting and advertising the brand, you can afford to have your own marketing and advertising efforts that won’t break your wallet. You can produce your own posters and flyers, promote it in newsletters, etc. If your private label is as good as you claim it to be, then the product will speak for itself EASILY. Which brings us to our next tip.
4. Never sacrifice quality for price
“Retailers too often get hung up on offering a cheap price over quality, but your product should be every bit as good as or better than a national brand,” according to retailer marketing strategist Jim Wisner in an article published by New Hope Network. Unless your customers clearly understand that your private label product’s price is an entry-price point, “never put price in front of quality.”
5. Lean on your private label partner
Private label manufacturers have vast marketing experience which a retailer can learn from. It is important to partner with one that will contribute to the success of your own private label pet food brand. One that may even recommend specific promotions or even help you create ads and craft copy for your products.
Addiction Foods may just prove to be the right partner for your private label pet food.
Note that these are just guideposts for your consideration. We encourage you to start your journey with Addiction Foods and see for yourself what we can do for you.
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For further reading:
1. https://www.referenceforbusiness.com/small/Op-Qu/Private-Labeling.html
2. https://www.newhope.com/merchandising/9-tips-making-your-private-label-success
3. https://www.inboundlogistics.com/cms/article/the-3-elements-of-a-successful-private-label-program/
