BJ's Wholesale Club has long had a stable of private label brands, but the membership-based retail warehouse is looking to present those brands in a different light with its new e-commerce sites. Wellsley Farm and Berkley Jansen, two of BJ's Wholesale Club's everyday CPG brands, have recently received their own dedicated websites where consumers can purchase the goods online, marking the first time that BJ's has built out a dedicated site for any of its sub-brands.
The new private label websites come in conjunction with an updated mobile site that makes it easier for consumers to manage their memberships and browse BJ's products through their mobile devices. These moves indicate that BJ's is looking to help increase the visibility of its brands for consumers, since most consumers do at least a portion of their shopping online.
Key Themes Behind This Trend
- Online Private Label Brands
- Creating dedicated e-commerce sites for private label brands increases visibility and accessibility for consumers.
- Enhanced Mobile Shopping Experience
- Improving the mobile site functionality enables consumers to conveniently manage memberships and browse products on the go.
- Brand-focused Retail Strategies
- Building dedicated websites for sub-brands helps retail businesses promote and differentiate their private label offerings.
Where This Applies
- Retail
- Retailers can leverage e-commerce sites to showcase private label brands and attract online shoppers.
- Consumer Packaged Goods (CPG)
- Creating dedicated sites for CPG brands enhances the online purchasing experience for customers.
- Mobile Technology
- Improving mobile site functionality taps into the growing trend of mobile shopping, offering convenience and accessibility for consumers.
