{"id":30284,"date":"2024-09-10T11:42:50","date_gmt":"2024-09-10T09:42:50","guid":{"rendered":"https:\/\/altaviawatch.com\/?p=30284"},"modified":"2024-09-11T06:08:13","modified_gmt":"2024-09-11T04:08:13","slug":"la-difficile-partita-dei-brand-tra-e-commerce-e-marca-del-distributore","status":"publish","type":"post","link":"https:\/\/altaviawatch.com\/it\/retailtoday\/approfondimenti\/la-difficile-partita-dei-brand-tra-e-commerce-e-marca-del-distributore\/","title":{"rendered":"La difficile partita dei brand, tra ecommerce e marca del distributore"},"content":{"rendered":"<h4><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-30293 size-full\" src=\"https:\/\/altaviawatch.com\/wp-content\/uploads\/2024\/09\/brand-largo-consumo.jpg\" alt=\"\" width=\"1000\" height=\"673\" srcset=\"https:\/\/altaviawatch.com\/wp-content\/uploads\/2024\/09\/brand-largo-consumo.jpg 1000w, https:\/\/altaviawatch.com\/wp-content\/uploads\/2024\/09\/brand-largo-consumo-300x202.jpg 300w, https:\/\/altaviawatch.com\/wp-content\/uploads\/2024\/09\/brand-largo-consumo-768x517.jpg 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/h4>\n<h4>\n<span class=\"edgtf-dropcaps edgtf-normal\" style=\"color: #00db96\">\n\tL<\/span><strong>a private label in ascesa cambia le regole del branding e dei canali di vendita, anche per i brand del largo consumo. I dati di FutureBrand e Dunnhumby sulla fedelt\u00e0 dei consumatori danno ragione a chi innova e lavora sulla continuit\u00e0.<\/strong><\/h4>\n<p>I brand del largo consumo si trovano in una fase critica, strette fra la crescente rilevanza delle private label e la concorrenza dell&#8217;e-commerce. Secondo un&#8217;indagine di <strong>Dunnhumby<\/strong> a livello europeo, solo il 9% dei consumatori continua ad acquistare sistematicamente prodotti di marca, e questo numero \u00e8 in costante calo. Le private label, infatti, hanno registrato una crescita del 15,4% nel 2023, arrivando a rappresentare il 30% del fatturato della grande distribuzione, grazie a strategie a medio-lungo termine che le hanno rese competitive non solo sul prezzo, ma anche su qualit\u00e0 e continuit\u00e0. Chi soffre di pi\u00f9, sono i brand del largo consumo tradizionale, che faticano a innovarsi e a connettersi in maniera autentica con i propri clienti.<\/p>\n<p>Il Consumer Index di <strong>FutureBrand<\/strong> non lascia spazio a fraintendimenti: \u00abi brand sono poco rilevanti\u00bb. L\u2019incapacit\u00e0 di creare un legame emotivo forte con i consumatori, che cercano coerenza ma soprattutto continuit\u00e0, penalizza i brand tradizionali. Questo \u00e8 particolarmente evidente in un contesto in cui la fiducia verso le insegne GDO cresce e i prodotti a marchio privato prevalgono nel carrello, anche a seguito della shrinkflation, dove i brand che riducevano le dimensioni delle confezioni per non alzare i prezzi hanno suscitato malcontento tra i clienti e attirato critiche da parte degli stessi retailer.<\/p>\n<p>Chi sembra reagire meglio alle sfide attuali secondo il report di FutureBrand sono i brand in ambito B2B, dove l\u2019attenzione ai bisogni dei clienti \u00e8 pi\u00f9 elevata. Un&#8217;eccezione positiva nel largo consumo arriva anche dai prodotti per l&#8217;infanzia: <strong>Gerber<\/strong> e <strong>Pampers<\/strong>, che sono ai vertici del Consumer Index, dimostrano che esistono ancora margini di crescita per chi riesce a combinare autenticit\u00e0, indispensabilit\u00e0 e mission chiara. Tuttavia, sull\u2019innovazione e sulla gestione responsabile delle risorse, resta un nodo su cui tutti i settori possono lavorare per non perdere ulteriore terreno.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La private label in ascesa cambia le regole del branding e dei canali di vendita anche per i brand del largo consumo. I dati di FutureBrand e Dunnhumby sulla fedelt\u00e0 dei consumatori danno ragione a chi innova.<\/p>\n","protected":false},"author":16,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[123],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La difficile partita dei brand, tra ecommerce e marca del distributore - Altavia Watch<\/title>\n<meta name=\"description\" content=\"La private label in ascesa cambia le regole del branding e dei canali di vendita anche per i brand del largo consumo. 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I dati di FutureBrand e Dunnhumby sulla fedelt\u00e0 dei consumatori danno ragione a chi innova e lavora sulla continuit\u00e0.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/altaviawatch.com\/it\/retailtoday\/approfondimenti\/la-difficile-partita-dei-brand-tra-e-commerce-e-marca-del-distributore\/\" \/>\n<meta property=\"og:site_name\" content=\"Altavia Watch\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/altavia.watch\" \/>\n<meta property=\"article:published_time\" content=\"2024-09-10T09:42:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-09-11T04:08:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/altaviawatch.com\/wp-content\/uploads\/2024\/08\/negozio-chiuso.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"572\" \/>\n\t<meta property=\"og:image:height\" content=\"429\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Giorgio Montolivo\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/altaviawatch.com\/wp-content\/uploads\/2023\/05\/Facebook-Instagram-Altavia.jpeg\" \/>\n<meta name=\"twitter:creator\" content=\"@AltaviaWatch\" \/>\n<meta name=\"twitter:site\" content=\"@AltaviaWatch\" \/>\n<meta name=\"twitter:label1\" content=\"Scritto da\" \/>\n\t<meta name=\"twitter:data1\" content=\"Giorgio Montolivo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo di lettura stimato\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minuti\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/altaviawatch.com\/it\/retailtoday\/approfondimenti\/la-difficile-partita-dei-brand-tra-e-commerce-e-marca-del-distributore\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/altaviawatch.com\/it\/retailtoday\/approfondimenti\/la-difficile-partita-dei-brand-tra-e-commerce-e-marca-del-distributore\/\"},\"author\":{\"name\":\"Giorgio Montolivo\",\"@id\":\"https:\/\/altaviawatch.com\/it\/#\/schema\/person\/ca8ea3949261e280e1018893d1c098f2\"},\"headline\":\"La difficile partita dei brand, tra ecommerce e marca del distributore\",\"datePublished\":\"2024-09-10T09:42:50+00:00\",\"dateModified\":\"2024-09-11T04:08:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/altaviawatch.com\/it\/retailtoday\/approfondimenti\/la-difficile-partita-dei-brand-tra-e-commerce-e-marca-del-distributore\/\"},\"wordCount\":362,\"publisher\":{\"@id\":\"https:\/\/altaviawatch.com\/it\/#organization\"},\"image\":{\"@id\":\"https:\/\/altaviawatch.com\/it\/retailtoday\/approfondimenti\/la-difficile-partita-dei-brand-tra-e-commerce-e-marca-del-distributore\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/altaviawatch.com\/wp-content\/uploads\/2024\/09\/brand-largo-consumo.jpg\",\"articleSection\":[\".approfondimenti\"],\"inLanguage\":\"it-IT\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/altaviawatch.com\/it\/retailtoday\/approfondimenti\/la-difficile-partita-dei-brand-tra-e-commerce-e-marca-del-distributore\/\",\"url\":\"https:\/\/altaviawatch.com\/it\/retailtoday\/approfondimenti\/la-difficile-partita-dei-brand-tra-e-commerce-e-marca-del-distributore\/\",\"name\":\"La difficile partita dei brand, tra ecommerce e marca del distributore - Altavia Watch\",\"isPartOf\":{\"@id\":\"https:\/\/altaviawatch.com\/it\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/altaviawatch.com\/it\/retailtoday\/approfondimenti\/la-difficile-partita-dei-brand-tra-e-commerce-e-marca-del-distributore\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/altaviawatch.com\/it\/retailtoday\/approfondimenti\/la-difficile-partita-dei-brand-tra-e-commerce-e-marca-del-distributore\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/altaviawatch.com\/wp-content\/uploads\/2024\/09\/brand-largo-consumo.jpg\",\"datePublished\":\"2024-09-10T09:42:50+00:00\",\"dateModified\":\"2024-09-11T04:08:13+00:00\",\"description\":\"La private label in ascesa cambia le regole del branding e dei canali di vendita anche per i brand del largo consumo. 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