How Data-Driven Product Lifecycle Management Enables a Private Label Brand’s ‘Story’

For a fast-growing group of consumers, knowing a brand’s “story” — not just features and benefits but also how the product and its raw materials are grown, sourced, manufactured, shipped, designed and packaged — has become a major purchase decision influencer. Shoppers’ hunger for these stories isn’t limited to branded products and packaged goods; it’s now part of their calculus when choosing a private label item, too.