Los retailers están obteniendo un gran éxito con las marcas propias. Si bien hace unos años eran consideradas por la mayoría de los compradores como poco más que una alternativa barata a las marcas de fabricante, hoy las marcas propias generan ventas, engagement y fidelización a partes iguales.
Como muestra nuestro reciente informe sobre marcas propias, a raíz de la crisis del coste de vida hemos podido observar una revolución silenciosa en el sector retail. Las ventas de las marcas propias han resurgido en los últimos años, registrando una tasa de crecimiento anual compuesta de (CAGR) del 3,21% de 2018 a 2022.
Sin embargo, el volumen de ventas no es el único factor un juego. Los clientes también han comenzado a poner un gran énfasis en las marcas propias en sus preferencias de compra. En los resultados de nuestros últimos estudios RPI (Índice de Preferencia del Retail) para Francia, Italia y España hemos observado que la marca propia se ha convertido en un importante factor de decisión.
En Francia, por ejemplo, los productos de marca propia tienen un gran impacto en la percepción de los consumidores de la relación calidad-precio. Básicamente, los consumidores perciben que las tiendas con una buena oferta de marca propia ofrecen un mejor valor en general. Y en Italia y España la marca propia es aún más importante, y los compradores mencionan el precio, la calidad y el surtido de marca propia del retailer como algunos de los principales factores a considerar cuando eligen dónde comprar.
Este pensamiento tiene también un impacto en el mundo real. Aquellos retailers con la mejor reputación en marca propia en Italia (Coop, Esselunga y Conad) se sitúan en lo más alto del ranking general del RPI. Igual sucede en España, donde Lidl, Carrefour y Mercadona se posicionan como líderes tanto en marca propia como en rendimiento general.
Si tenemos en cuenta que los rankings de nuestros estudios RPI se sustentan en parte en el gasto del cliente, queda claro que la marca propia puede tener un impacto significativo en los ingresos de un retailer.
El mercado de los productos de marca propia está evolucionando. Para maximizar las ventas, el engagement y la fidelización en torno a estos productos, los retailers tienen que pensar en ellos en términos de marca propia, no marca blanca. Esto supone que deben dotarlas de distintos atributos de marca y respaldarlos con un plan de marketing integral y estratégico.
Existen muchos ejemplos de retailers que se han beneficiado de una estrategia de marca propia adecuada y un claro ejemplo de ello es el retailer estadounidense H-E-B. En 2023 H-E-B arrebató la 1ª posición en el ranking del RPI de EE. UU. a Amazon, en parte por su oferta de marca propia. De hecho, H-E-B obtuvo buenas valoraciones de los clientes en “Marcas/tiendas que aman” y ocupó los primeros puestos en “Marcas/tiendas que les ayudan a ahorrar”.
De nuevo esto tiene un impacto económico: los retailers que se sitúan en el cuadrante superior en “Marcas propias que los clientes aman” tienen un CAGR promedio de ventas a cinco años de 8,6%, en comparación con el 4,7%, el 2,8% y el 1,3% para los que ocupan el segundo, tercer y cuarto cuadrante, respectivamente
¿Cómo se puede evolucionar desde la marca blanca hasta la marca propia? En esencia, los retailers deben redefinir su enfoque de marca propia. Principalmente los clientes tienen que estar en el centro de todo (desde las compras hasta el marketing) para hacer una transición de éxito e impulsar la innovación.
A lo largo de nuestra investigación en esta área, hemos identificado 6 motores para la innovación en marcas propias, cada uno de los cuales aborda problemas que los clientes consideran esenciales y ayudan a los retailers a alejarse de las normas tradicionales de las marcas propias.
En base a estas tendencias, tanto económicas como del sector retail, existe una gran oportunidad para el desarrollo de la marca propia. En especial hay tres recomendaciones que pueden aumentar el atractivo de la marca propia de cualquier retailer:
Para más información sobre cómo crear una estrategia de marca propia, puedes leer el informe completo aquí.
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