Private label marketers are using store brands to develop a retail identity and separate themselves from the competition. Today, private label extends to virtually every category in the store making lucrative co-branding opportunities an option for retailers looking to leverage their store’s strong points and bolster some areas that may be underperforming. Targeting buyers of babycare products is a natural fit because chances are these shoppers have a growing family and by establishing a bond with them at an early stage, it is more likely to last for years to come. Moreover, families tend to spend more on a shopping trip so they are a potentially lucrative target as well.

To bolster sales activity, retailers may want to consider private label cross-marketing opportunities to direct shoppers to areas throughout the store. For example, a shopper who has a need for baby wipes may also be interested in paper towels or napkins to help with cleaning up around the house. Women who buy baby oil to remove makeup may be in need of cotton balls or other cosmetic-related products. Logic dictates that the longer shoppers stay in the store, the more likely they are to buy more products.

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