63% increase in sales witnessed after switching powders for pods and gels
Swapping traditional laundry powders to pods and gels has contributed to a substantial uplift in value sales for a selection of retailers from across the country, after they followed P&G’s ShelfHelp advice.
The retailers, who compared results at P&G’s latest ShelfHelp forum in Warwickshire, surprised even themselves with the uplift.
Justin Whittaker from MJ’s Premier Store in Royton, who saw a 48.3% rise in sales value[1] for the category said: “I hadn’t realised there’d been such a big increase. I thought the shelves looked great after the relay, but I was surprised when I looked at the data what an impact stocking more gels and pods has made to my profits.”
Atul Sodha from Londis in Uxbridge reported a 63.6% increase in laundry sales value[2] after moving his laundry fixture and updating the stock to follow ShelfHelp advice. He added: “I wasn’t sure my customers would be ready to move away from powder yet, but the results speak for themselves. It’s fantastic! Plus, we aren’t being asked so often now where they can find the laundry products they’re looking for.”
There is still huge growth potential for attracting new users to liquitabs, and P&G’s distinctive and unique three chamber pods have been designed to deliver the best possible results on tough stains[3].
Sandeep Hegde, Director for Convenience, Wholesale & Club Channel, P&G, said: “We have seen significant shift in the laundry category recently, with ever-growing consumer demand for wet formats. More than two thirds of shoppers now reach for liquitabs, gels and liquid detergents – and shoppers are willing to pay a premium price for the greater convenience and higher performance these formats provide. Convenience retailers can tap into this sector of growth by ensuring they stock a range of gels and pods.”
P&G holds quarterly forums with its retail ambassadors. They were selected at the start of the year to work with P&G’s convenience teams to help combat the misconception that homecare, fabric care and health & beauty can be difficult categories for independent retailers to effectively merchandise.
The latest forum took place in the Midlands on 2nd November, beginning at Booker Wholesale Coventry, before visiting the stores of ShelfHelp retailers Sid Sidhu (Simply Fresh, Kenilworth) and Sunder Sandher (One Stop, Leamington Spa). The retailers were then treated to an exclusive look at some of P&G’s latest NPD – and the science behind it.
Sandeep concludes: “The convenience sector is a major focus for us and our ShelfHelp community is an important tool in allowing us to ensure we are best meeting retailers’ needs. Visiting their stores and seeing how they shop in wholesalers allowed us and the other retailers to see what was working well in-store so we can further optimise these categories moving forward.”
For further information, visit www.shelfhelp.co.uk and follow @PGShelfHelp on Twitter.
About Procter & Gamble UK and Ireland
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Fairy®, Febreze®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II® and Vicks®. The P&G community includes operations in approximately 70 countries worldwide. Please visit www.uk.pg.com for the latest news and information about P&G and its brands.
[1] Sales comparison from (28.03.16 – 28.10.16) vs. (30.03.17 – 31.10.17)
[2] Sales comparison from (13.07.17 – 24.08.17) vs. (25.08.17 – 06.10.17)
[3] vs. the next best-selling capsules
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