Download this free, 80-page Food Safety Playbook jam-packed with strategies for success, best practices, how to ensure compliance with FSMA, and pitfalls to avoid. Written specifically from a packaging perspective  Learn more >>
 
Article |

7-Eleven builds a best-value branding strategy

 
FILED IN:  Venue  > Private label

More sophisticated private-label approaches are coming to convenience stores too. 7-Eleven is one C-store chain that has embraced the power of packaging as it widens its own-brand assortment to help build shopper loyalty.

7-Eleven’s steadily growing line of 7-Select snack-cake, pie, mini-donut, and breakfast pastry products provides a snapshot of the chain’s thinking. The chain’s store-brand strategy is to be the lowest-cost selection while also offering shoppers convenience and value—with product quality that equals or surpasses that of national brands. In all, 7-Select was expected to encompass 260 SKUs by the end of 2009.

This process takes shape through a collaborative process, says Tom Gerrity, senior director, merchandising and processed foods, at 7-Eleven. Suppliers working closely with 7-Eleven’s category managers make the final packaging decisions, with input from marketing and other in-house departments.

7-Select products are presented on multiple tiers, Gerrity adds. “Packaging is key to creating consumer awareness, especially because there is no advertising of the 7-Select brand,” he notes. “The consistent look, packaging, and logo are important to creating the brand, showing consistency, and building consumer confidence in our products.”

Comments(0)

Add new comment

ADVERTISEMENT
E-BOOK SPECIAL REPORT
42 Best Package Designs: 2014 edition
Sign up to receive timely updates from our editors and download this e-book consisting of our editors' picks of most notable package designs. Updated for 2014!
x

 

Newsletters
Don’t miss intelligence crucial to your job and business!
Click on any newsletter to view a sample. Enter your email address below to sign up!
GENERAL INTEREST

New Issue Alert

Packaging World Magazine

eClip

Breaking packaging news

Packaging Insights

Pertinent packaging issues

PACKAGE DESIGN/
DEVELOPMENT

Greener Package

Sustainable packaging

Shelf Impact

Package design strategies

Each newsletter ranges in frequency from once per month to a few times per month at most.