health & beauty care
16 HA NDBOO
Iowa, has been making professional strength
household cleaners since 1947. Best known
for its rust stain removal products, the company actually offers products across a number
of household cleaning segments. Tapping into
regional data helps make them stand apart
and in their ability to help grocers grow sales
in the category, say Whink officials.
“We always keep consumers’ best interest
and safety at heart, and believe in offering
quality products at an affordable price,” says
Steve Throssel, CEO. “We have invested a lifetime of research, along with support and dedication from our staff to give the market what
they want when they want it.”
Making a case
While retailers may not be able to carry every
item within a category, this does not mean
offering a balanced assortment is not important. In fact, observers say it one of the single
most important reasons behind where consumers choose to shop. Chambers says this is
especially true of the hand protection category.
“There are many types of gloves available today
and the variety of products, materials, features
and values has never been better. At the same
time, being creative in how you merchandise
this category is important,” says Chambers.
Big Time Products has found that retailers
that cross merchandise their gloves have seen
an increase in sales outside of the traditional
set. Chambers says this can be as simple as a
clip strip or a dynamic eye-catching slant back
display. Strategic, seasonal and promotional
opportunities, he adds, are also valuable tools
for increasing sales.
Choice is also important in the OTP (other
tobacco products) segment. According to
Farmer, providing the right selection of cigar
products offers customers options to choose
from. “Having the right assortment cannot
be emphasized enough. Adult consumers are
more educated than ever about the products
they use and are looking for innovative alternatives,” says Farmer.
Within housewares, many grocers have
found unique and interesting ways to
overcome the challenges associated with hav-
ing a limited amount of space dedicated to a
category. “Whether it is adding a full-line sec-
tion to larger footprint stores, fully integrating
the categories into their rightful position based
on appropriate adjacencies or bringing clever
new brands in at the front of a trend, many
grocers have been successful at capturing the
consumer before she heads off to the specialty
chain,” says Reynolds.
Officials from Kent Pet Group, maker of
World’s Best Cat Litter, suggest merchandising the pet aisle the way the consumer shops
it. David Tagliatela, director, food, drug and
mass channels for the Muscatine, Iowa-based
company, says creating a naturals section
or a block in the litter aisle is often the best
approach. He adds that this merchandising
strategy takes the guesswork out for consumers who are trying to figure out where among
an entire aisle of pet products the natural cat
litters can be found.
“Shoppers want to find the products they
are looking for in the most efficient way possible without having to wade through choices
they do not care about,” says Tagliatela.
While placement and assortment have
improved, some feel natural and organic
HBC is still lagging a bit. Given the interest
and purchasing power of Millennials, observers say there is no time to waste in beefing up
their programs—particularly with women.
There were an estimated 38 million women
aged 18-34 in 2015 in the U.S., and industry
estimates suggest more than half of them purchased organic foods and products because of