They’re retailers who understand the power of name recognition. Called brand merchandising, it’s as old as selling itself, but it wasn’t until recently that its appeal became all-powerful as consumers, faced with increasing choices, sought refuge with names they knew.
Now, City Market in New Providence and Winn-Dixie stores in Grand Bahama are counting on brand recognition. They’re rolling out a campaign consolidating 60 labels into three private labels, affecting the packaging and marketing of some 3,000 items.
“The result will allow local shoppers at nine City Market stores in Nassau (New Providence) and three Winn-Dixie stores in Grand Bahama to readily identify Winn-Dixie’s labels,” explained Bruce Souder, Managing Director of the supermarket giant.
“The majority of items will fall under the Winn-Dixie label, which is equivalent to the major national brand but offered at a greater value. The Prestige label will be used on premium products considered to be superior to the national brand but offered at a savings, or are unique items not offered by a national brand. The Thrifty Maid label remains as a familiar sign of value and quality. All products are guaranteed for quality and customer satisfaction.”
Replacing thousands of items with one clearly identifiable label, Souder said, is “a bold step geared toward providing customer-friendly service.
Winn-Dixie created its first private label, Deep South, in 1956. Since then it added two other labels, Thrifty Maid and Prestige, and in each case, we found that customers relied on those brands. They’d actually come and ask our managers for them if they didn’t see them on the shelf. So the company decided to invest – and it was a major investment – in establishing consistent standards and lower prices.
“These labels will simplify shopping by allowing our customers to pick up exactly what they want, knowing consistency of quality and value is packed in every purchase,” he added.
The changeover began with dairy products – milk, cheese, sour cream, cottage cheese and yogurt – that are now being sold under the newly-launched Winn-Dixie brand.
“Brand products are a growing segment of the grocery business, accounting for a huge amount of all grocery sales,” explained Mr. Souder. “The new Winn-Dixie brand builds store loyalty by offering quality products at a realvalue.”
The local stores in Nassau and Grand Bahama are operated by Bahamas
Supermarkets Limited, a public company since 1968 widely recognized for its charitable Foundation arm that has awarded $6.9 million in scholarships allowing some 1,500 individuals to further their studies.
By Diane Phillips
