Retailers must rethink their use of private labels if they are to achieve customer loyalty in the e-commerce retail market, according to a new report launched today by KPMG. The publication, Customer Loyalty & Private Label Products examines the most effective way for retailers to use private labels to reinforce customer loyalty. It argues that successful retailers are those that ensure a good 'fit' between their private label and overall marketing strategies, avoiding any potential conflict of message. The report was produced in association with the University of Oxford's Institute of Retail Management (OXIRM) based at Templeton College. The research covers top European retailers including Aldi, Asda, Boots, Marks & Spencer and Migros.
