Is Being Private Better or Worse Online? Private Labels Performance in Online Grocery Channel
The aim of this paper is to compare private labels’ performance online and offline in grocery retailing in the UK and the US. Comparing private labels size and loyalty metrics online and offline, we find that private labels generally benefit from the online environment. Retailer control over shopper choices online is higher than in their physical stores and it is visible in shoppers’ behaviours towards brands the retailer owns. Our findings have implications for academia as well as retailers and manufacturers.
KeywordsPrivate label brands E-commerce Buying behaviour
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