Leading Innovation Practices for Store Brands Revealed in New Research

October 29, 2014

BEACHWOOD, Ohio--(BUSINESS WIRE)--A partnership between Indiana University and global innovation consulting firm Kalypso conducted research with retailers and store brand suppliers. By assessing the capabilities and practices of companies that are successfully growing store brands through innovation, Kalypso and the Center for Education and Research in Retail at Indiana University’s Kelley School of Business (CERR) can provide retailers with practical suggestions and valuable insights to drive sustainable store brands success.

“As retailers look to drive loyalty with customers while achieving profitable growth, store brands have increased in importance. Innovation typically plays a key role in store brand strategy; it’s the vehicle for developing differentiated products that address unmet customer needs. However, innovation can be difficult,” said Charisse Jacques, a partner at Kalypso focused on the retail industry. “We’re excited to have undertaken this research, which is the first of its kind, to focus on capabilities to help retailers deliver results from innovation in their store brands.”

Kalypso is a key partner of the Center’s new initiative, Retail Analytics and Consumer Engagement Research (R.A.C.E.R.), and has partnered with CERR for almost three years. The Center focuses on education in retail, but is also interested in turning academic research into useable practical insights, and Kalypso helps researchers understand areas of practical opportunity.

“This research sheds light on practices within retailers that are strongly associated with growing store brands,” said John Talbott, Director of Research at Indiana University’s Kelley School of Business. “These practices are also important for making the shift from ‘me too’ store brand products to truly innovative products that meet customers’ unmet needs. We think our research can offer concrete steps that improve innovation with store brand product development.”

About The Center for Education and Research in Retail at Indiana University’s Kelley School of Business

The Center for Education and Research in Retailing is a leading authority on the retailing industry. It offers educational opportunities for students interested in retailing and a source of top-notch talent for retailers. The Center is closely aligned with Indiana University’s Kelley School Department of Marketing.