Reclaimed visibility from private label competitors

Retailer search algorithms elevate private label products in search results to attract value-conscious consumers. But private label dominance in online search often hurts category growth. The burden falls on brands to educate retailers, advocate for a more balanced approach and reclaim their fair share of online search. 

After losing online share of voice to competitors including private label brands at key retailers, a global food and beverage company partnered with Profitero+ Strategic Advisory Services to develop an online mitigation strategy.

The Advisory team worked with the manufacturer to tackle the private label challenge from both internal and external angles. 

Internal:

• Integrated search strategy, with paid search augmenting a holistic search strategy that placed greater emphasis on SEO
• Increased prominence of differentiated messaging in online content

External:

• Implemented holistic negotiation strategy to require pinning for all major promotional investments
• Developed a category leadership story for retail merchant leaders, showing over-indexing of private label brands in search vs. competing retailers that were winning category share