GHQ NONFOODS FOR PROFIT
tools for increasing sales.”
Ron Boger, president and COO of
IdeaVillage Products Corp., based in Wayne,
N.J., also suggests cross merchandising as a
sales strategy to the grocery retailers he works
with. For many of IdeaVillage’s products, he
suggests placement near their food-related
categories to capitalize on impulse purchases.
He adds that seasonal implementation of this
strategy is key to its success.
Reynolds says that the customers in grocery that are shopping for housewares are
likely looking for items that help them prepare
their meals, entertain their friends, clean their
homes and organize their lives.
“A tidy home continues as a top priority for
many families,” says Reynolds. “Closet and
home storage products are one of the more
innovative segments, and cleaning technology
continues to help housewares suppliers bring
effective tools to market.”
Catering to the popular cleaning category
in grocery, Big Time Products’ 2016 initia-
tives include the launch of the reusable Latex
Premium Fit glove; a refresh to the reusable
Premium Defense in teal; and offering larger
value-based buy packs of traditional reusable
Rikard says that “smart” features, convenience and health-conscious concerns are
trending across retail in general. The housewares category is no exception, she adds.
Such “smart” features incorporated into the
company’s mix include Ultra-Fresh technology in its Soft Scrub gloves, an anti-micro-bial coating to help keep the gloves cleaner.
Additionally, the Soft Scrub Bathroom &
Kitchen Two-Pack is now color coded—
yellow for the kitchen, blue for the bathroom—so
the consumer can avoid cross contamination
throughout the house as a health precaution.
Even items such as cleaning products that
are necessity-based sometimes still present
a merchandising challenge to the retailer.
“Selling housewares in a supermarket environment can be challenging,” says Boger.
“The consumer’s entire purchase intent when
going grocery shopping is food. A housewares
purchase will be made for absolute necessity
NEW IS NEWS
Grocery shoppers make trips to their preferred location more frequently than
to other types of retailers. Though in many cases an increased number of visits
is advantageous for grocers, in the housewares category, it does present some
obstacles. Updating the store’s housewares aisle with a fresh selection and
seasonal offerings takes on an even greater importance in the channel, say
industry observers, to draw shoppers down the aisle at each visit.
“One of the disadvantages of having a frequent shopper is that assortments can go stale more quickly than in less well-traveled retailers,” says Perry
Reynolds, vice president of global trade development for the International
Housewares Association, based in Rosemont, Ill.
A variety of product offerings is key to enticing consumers to check out the
housewares aisle in grocery. Housewares manufacturers understand this edict
and are working hard to fulfill their own roles by adding new products into
the mix yearly—and some even more frequently so. Take a look at a few of the
latest product line introductions by some of the top companies in the business:
• Snackeez Beverage and Snack
Cup, by IdeaVillage Products
Corp. Snackeez, the two-in-one beverage and snack duo cup, was launched in
2013. However this year, the Wayne, N.J.-based company is revitalizing the line
with new licenses with popular kids’ films
Finding Dory and The Secret Life of Pets.
“These new items combine the best of
hydration, snacking and hot licenses—
IdeaVillage. “They just need to be merchandised in a high traffic location.”
• Compact Corded Clipper by Wahl
Clipper Corp. With a small, ergonomic form,
yet a lot of power, officials from Wahl Clipper
Corp. expect much consumer interest to come
from its latest product. “The overall trend of
DIY remains a steadfast trend,” says Steve Yde,
director of marketing for the Sterling, Ill.-based
company. Featuring new guide combs to offer
a smooth, easy haircut, the product is expected
to ship this year before the holiday season.
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