Name Game
Retail's Secret Weapon Is the Private Label
It's not just about price, but about building beloved brands and loyalty.
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Retailers have been trying all sorts of flashy moves to razzle-dazzle shoppers into spending money: Serve them champagne! Wow them with same-day delivery! Let them retrieve online orders from a newfangled contraption called the Pickup Tower!
But lately, something less grabby is taking center stage in their efforts: the private-label brand.