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As competition with other stores stiffens, they have to reduce prices and their profit margin falls. To boost profits again, they find cheaper suppliers for the existing store brand and substitute the store brand for independent brands wherever possible. They change the store brand name so customers will know to expect something different and won't accuse the store of pulling a fast one (the cheaper suppliers may provide lesser products). The store brand may be changed to something that doesn't carry the store name until the products are time tested and deemed to be acceptable in quality and of relatively good value by consumers. The tracking and data mining occurs when you use some type of "membership" card to obtain discounts.
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