It may not be the fastest moving fixture in-store, but ensuring your range of household products is as impeccable as can be means your customers’ faith in you will grow along with your sales.
The fast moving convenience trade turns a little slower towards the back of the shop, but that doesn’t mean retailers should ignore valuable categories like household. If you don’t have your household section up to scratch you’re just giving customers another reason to go to the supermarket, and in a market where more shoppers are doing top-up shops in their local c-store, it’s arguably never been more important to be on top of your household section.
That means following simple planograms, which are available from the likes of P&G’s Shelfhelp website and ensuring that your range is refreshed with new products as they are launched. P&G has certainly been busy in that area recently across a number of its brands. The firm is launching liquid formats across its entire portfolio of laundry detergents this autumn in order to tap into what it says is a consumer desire for versatility that meets the washing needs of the whole family.
A full range of formats will be available across Ariel, Bold 2in1, Daz and Fairy, P&G. Each liquid comes in two sizes and, as with the formats currently available from this collection of brands, has its own set of specific benefits that apply to particular needs of the household. The Daz brand will gain a new Regular variant to sit alongside its existing Summer Flower Power and Citrus Splash liquids. The entire range will now have a completely new bottle featuring the traditional Daz red to help create range recognition and greater stand out in the fabricare aisle. The brand is also offering a “brilliant whiteness or your money back” guarantee across its liquid range.
The new Bold 2in1 liquid is available in the popular Lavender & Camomile, White Lily & Crystal Rain and Peony & Rose Blush scents and continues to offer the cleaning, freshness and softness benefits for which the brand is renowned. Not only that, a group of over 5,000 consumers also had a hand in shaping the bottle for the new liquids, giving feedback based on their current experience with detergent containers.
Key features of the bottle include a unique dosing cap, a flip top with a soft button, a convenient pouring spout and a non-slip grip on the handle. Ania Bielecka, Brand Communications Manager, says: “Our mission at P&G is about ensuring that we’re giving consumers the practical solutions they need at each stage of the wash in a format most suited to their household.
Being able to deliver a total liquid portfolio across all of our established laundry brands is a pivotal part of that mission.” Further to that. Lenor recently announced a breakthrough formula upgrade across its entire portfolio that aims to help prevent damage to clothing in the wash. To back this, the brand is putting significant investment into a marketing support package called ‘It’s More Than Laundry’, which will include print, TV, digital and PR activity. P&G says the campaign will demonstrate Lenor’s recognition of how consumers are emotionally connected to what they’re wearing. Elsewhere, and the SCA-owned tissue brand, Velvet, has won two awards for its groundbreaking ‘Three Trees’ promise in this year’s International CSR Excellence Awards for corporate social responsibility – making it a likely choice for green shoppers. The Velvet programme won not only the gold award in the Sustainability category but also the overall award as the highest scoring champion of champions. Velvet is funding the planting and growing of indigenous trees in Brazil through its partnership with the ethical forestry company Amata. The trees are being planted in areas that have been deforested by practices such as cattle ranching and illegal logging.
