How to Link Retail Brands to Retailer Profitability?

International audienceConsidering all the dynamism and innovation they carry out, retail brands appear fundamental in the retail sector. The conventional wisdom that retail brands are more profitable for the retailer than manufacturer brands is not obvious at all and requires more empirical research, especially on consumer packaged goods. More precisely, the main research question concerns the link between retail brands and retail profitability. This article reviews the literature and underlines many research questions which still remain. A better understanding of retail brand customer individual profitability and the way they contribute to retailer profitability are future priorities. Consequently, we propose the Customer Longtime Value method as a way to answer these questions because it combines financial and marketing theories and it is based on the main asset of retailers: their customers