Comments on: Detailing and retailing

By: JNL

JNL — Thu, 26 Nov 2009 15:49:34 +0000

The Tesco packaging differs perhaps from the american market Scott is talking about. We have worked with Tesco a bit on some of the retail spaces so have seen how the machine works from the inside.
Tesco will typically have 3 ‘own brand’ products in every range – the lowest common denominator ‘Value’ range, the mid level and ‘Finest’. The mid level will generally try to compete with the branded product, the Finest will try to beat it or be a ‘premium’ alternative, and the value, which is designed to appeal to those to whom price is the absolute ‘buying decision driver’. In that way, they dont lose mid level customers to a cheaper product, which is often the same under the wrapper.

By: G. Atomicus

G. Atomicus — Thu, 03 Sep 2009 18:35:00 +0000

American supermarket foods use a very different type of camouflage, at least at the supermarkets I shop at. For example, a certain type of macaroni and cheese here is known for its distinctive blue box. I have seen two different supermarket chains place the store brand macaroni and cheese, which conveniently has a very similar shade of blue and the same color lettering, right next to the other brand. The result appears to be a longer shelf of the certain brand. The same thing can be said about the cereal aisle.

By: Silverman

Silverman — Thu, 16 Aug 2007 02:33:27 +0000

I forgot to mention that although I think the Sainsbury’s package is attractive, it is inadequately informative: I have no idea what’s inside. Does that crumbled-bread drawing indicate some peculiar British food? Surely a slice of bread hasn’t been individually packaged in that way.

By: Silverman

Silverman — Thu, 16 Aug 2007 02:29:58 +0000

I agree with Scott Carpenter: Profit margins are definitely higher on store-brand products. I’d guess that the stripes were designed in a misguided attempt to “attract attention” on the shelf.

I think that Sainsbury’s package looks quite attractive in its simplicity. The same goes for the Target brand (Archer Farms) Carpenter mentioned, which also uses white space, rather than brute force, to emphasize the text. This article suggests that using this white space may be an attempt to make the high-margin store brand items seem more luxurious.

Wouldn’t attracting high-end customers to high-margin store brand items make more sense than intentionally driving them away? In your scenario, the designer hopes those customers are driven away toward the upper-tier store brand, but isn’t it as likely that they’ll be driven toward a name brand product?

By: kenshi

kenshi — Wed, 15 Aug 2007 16:47:08 +0000

I’m happy to pass on my love of dazzle camouflage to another designer, even if via an innocuous comment on a blog.

Your observations about the economy branding are a fascinating tie-in. Thanks!

By: Scott Carpenter

Scott Carpenter — Tue, 14 Aug 2007 00:51:22 +0000

Interesting — “store” brands at places like Target and Cub Foods in Minneapolis are getting more attractive all the time. I suppose because in these cases, the margin may be better for the retailer.