In-store Marketing reports that US stationery retailer Staples is actively promoting its private label products with bold aisle end and other displays.
The chain is devoting a majority of endcaps to Staples-brand products, which are merchandised beneath headers that read, “Save the easy way” and “Save with Staples brand.” The theme is also communicated on ceiling banners and in-line headers in the seasonal department. Aisle violators in other departments feature product shots.
This an excellent story about how to position a house brand in today’s conditions. I especially like their whols of business approach from branding to the in-store message and external marketing.
The Staples investment in its house brand is different to how house brands were treated years ago. It is clearly working well for them.