Can you spot the store brand?
I was shopping for shampoo the other day when I came across this shelf. I was wondering why one of the items was not on sale. Upon a closer look, I noticed that the item that was not on sale was actually the store brand. By putting the Beauty 360 store brand shampoo in with the name brand products, CVS was saying Look! There is no difference between the two brands but our product is cheaper (even when the name brand is on sale)! CVS is directly trying to compare its Beauty 360 product to OGX’s product.
In my opinion, this is a very good approach to having potential consumers consider a store brand. If all the CVS brand products were grouped together like all of the name brand products are, store brand sales would likely decrease. Unless they are very price sensitive, consumers will rarely look for the store brands, which tend to have a low quality image. By putting the product directly next to a name brand known for its high quality and prestige, CVS is encouraging the consumer to consider the store brand. With this shelf placement, CVS is also reducing the stigma of buying store brand.
Now, will everyone automatically think that the store brand is high quality solely due to its shelf placing? Of course not. But at least in this way, the store brand has a higher likelihood of being considered. What are some other ways that you have seen stores promote their brands?