Comparison
The private label switch-back asymmetry
Why national brands rarely win back private label buyers by cutting price. The trial was usually situational: a price gap, a promotion, a stock-out or a budget shock. Retention happens because the store brand cleared a standard the shopper expected it to miss. Research the retention cause per category, for example with recent-buyer interviews in Koji.
Where this appears
What's in this comparison
What caused the trial
- Situational, often outside the product
- A price gap or a promotion
- A stock-out or a new store format
- A budget shock
- Removing it now changes little
What keeps them buying
- The product cleared a standard
- The shopper expected it to fail
- It still holds after prices fall
- The cause still at work once price is gone
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/private-label-trial-vs-retention-causes"><img src="https://www.koji.so/visuals/private-label-trial-vs-retention-causes/private-label-trial-vs-retention-causes.png" alt="Comparison of what causes a shopper to try a store brand, such as price or a stock-out, against what keeps them buying it: the product met their standard." width="1200" height="630" /></a>
<p>Source: <a href="https://www.koji.so/visuals/private-label-trial-vs-retention-causes">The private label switch-back asymmetry</a>, Koji</p>
