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Assortment Mix Choice Within Shop and Drive: Customer Arbitrage on the Competition Between Private Label and National Brand

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Léopold Lessassy

    (Université Grenoble Alpes)

  • Patrick Georges

    (Schneider Electric Industry Business)

Abstract

The retailing world looks less and less like it did years ago. The development of Private Label (PL) in almost every consumer product category and the advent of Omni-channel retailing have changed dramatically the landscape. However the evolution of Private Label has tender to be mixed and the competition between National Brand (NB) and Private Label becomes stronger and stronger. The Omni-channel retailing is offering to the retailer the opportunity to push, within the product mix, PL products in difficulties, mainly when managing a physical outlet and an attached-Drive. Investigation and analysis of data between two channels of a distribution chain (Study 1) and a customer survey on mix-clients (Shop & Drive) (study 2) demonstrate inconsistencies of the Drive product-mix choices and the moderating role of the inventory shortage and out of date good policy. The results suggest to the retailer which products to be referenced or delisted.

Suggested Citation

  • Léopold Lessassy & Patrick Georges, 2020. "Assortment Mix Choice Within Shop and Drive: Customer Arbitrage on the Competition Between Private Label and National Brand," Springer Proceedings in Business and Economics, in: Francisco J. Martinez-Lopez & Juan Carlos Gázquez-Abad & Els Breugelmans (ed.), Advances in National Brand and Private Label Marketing, pages 97-104, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-47764-6_12
    DOI: 10.1007/978-3-030-47764-6_12
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