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Health & Beauty at a Grocery Store (Experience (Atmosphre (Not a…
Health & Beauty at a Grocery Store
Oral Care
Selection
Segments
Toothpaste, Teeth Whitening, Tooth Brush Manual & Power, Rinse, Floss, Interdental, Kids, Denture Products
Mix
Large selection of sensitive toothpaste and whitening varieties.
Poor selection of whitening kits.
Poor and limited selection of power brushes and rinse.
Low, Mid and Premium within each brand.
Pricing
High prices on power brushes and whitening kits.
Market prices on toothpaste, brushes and rinse.
Some high retails on premium items, hot flyer specials within each segment, limited labels for in-store promotions.
Brands
All major brands in section.
Section leads with Sensodyne, followed by Colgate.
No discount brands, private label brand for rinse.
Skin & Body Care
Selection
Segments
Face, Lotion, Wash and Soap, Suncreen, Spray, Deoderant/Anti, Shave, Cotton
Mix
Great mix for traditional grocery store drugstore.
Premium brands lead sections.
Large mix of natural and/or natural inspired products.
Pricing
Pricing seems fair.
Low, Mid and Premium pricing across each segment.
Pricing on natural seemed better than the market.
A lot of labels on face care made it hard to see products.
Olay products seem high priced as well as some serums.
Discounts appeared to be % off making the in-store pricing odd prices.
Brands
All major mainstream brands in all segments. Olay was the main brand in face, followed by Aveeno. Body lotion lead with Jergen's then all other. A lot of Dove in body wash and bar soap.
Shave was mostly Gilltete for both men and women.
Feminine Hygiene
Selection
Segments
Tampons, Pads, Cleansing
Mix
Large section and selection of all segments.
Always and Kotex have majority of the set.
Vertically brand blocked in order of size of pack.
Low selection of natural/organic.
Pricing
Great pricing.
Seems to be very competitive in the market.
Price gaps from small, medium and large size packs seem reasonable.
Flyer pricing within each segment. Heavy in-store promotions.
Brands
Major brands are Always, Tampax, Kotex and Playtex.
All major brands seem to be avaliable.
Hair Care
Selection
Segments
Shampoo, Dry Shampoo, Conditioner, Hair Color, Accessories, Appliances, Styling
Mix
New products: Hair Food, Love, Beauty Plant and Natural/Organic brands.
A lot of producs to choose from.
Limited and low end hair appliances.
Excessive amout of hair accessories, too many to choose from, small items make the section difficult to shop.
Limited hair styling products, hard to find in the sections as they are mixed in with the shampoo and conditioner product.
Pricing
Some high retail, some low.
Limited flyer specials, heavy in-store promotion.
Excessive labels in the section make it difficult to shop.
Brands
All top brands, also some premium & niche.
Large section of natural and/or naturally inspired
Cosmetics
Selection
Segments
Hair Shampoo & Conditioner, Color, Accessories, Appliances, Styling
Mix
Limited mix within each brand.
Limited brands. No premium.
Not a lot of niche products.
Very limited natural, no organic.
Pricing
Regular pricing looks to market.
A lot of labels in each brand section.
Some flyer specials.
Select items in each brand on special.
Brands
All traditional grocery store color cosmetic brands.
Low to mid brands.
Low - Cover Girl, Maybelline, Annabelle.
Mid - L'Oreal, Revlon, Burt's Bees.
Niche: True Fiction.
Do not carry and premium brands.
All brands do not have testers.
Experience
Atmosphre
Not a choice for buyuing beauty.
Does not look restocked, a lot of empty holes in every section. Does not appear to be a priority area for the store.
Dusty and unkept.
Saturday afternoon, the grocery store was very busy. The tills were lined up and the self-checkout was lined up.
Marketing and Creative
No information and education provided.
No signage to guide you.
Dated graphics, fonts and colors.
Schematics
No logical grouping of related categories or segments. Need a deeper assortment in select departments. Large selection of routine products. Grocery shelving in sections does not represent Health and Beauty.
Layout
Sections are difficult to shop. The loe, mid and premium in some sections is difficult to determine making it hard to deselect.
Multiple shoppers skipped the Health & Beauty aisles completely. The layout and end of aisle departments/categories did not entice them or draw them in to even look.
Hair Care segments where not adjacent and split up throughout the area. This would lead you to believe they do not carry all segments.
Ends to enterence had grocery items and diapers. Did not represent beauty or health/personal care.
Price and Promotion
No specific promotional strategy. Pricing and promotion were not consistent throughout the area. Regular retails where not consistent, somewhere to market while others were competitive.
No value offer. Did not feel there was a low tier option across all categories/departments.
Reduced to clear products in every section and gives an unfinished image.
Service
No service for customers at all. Customers shopped alone. Lack of emotional connection with customers.
Sections did not look stocked and ready to shop.
Looked as though the store did not order stock to refill empty shelves.
Service was not at the Customer Service Desk at the front of the store. Employees working in all other areas of the grocery store.
Monderize Health & Beauty at Grocery Store Business Solution
Increase Conversion Rates
Price & Promotion
Health & Beauty specific pricing and promotion strategy.
Increase Revenue
Understand key drivers for each category and segment. Ensure that your pricing strategy includes a plan to drive the customer into your store for high household penetration products.
Price Check to market! Ensure you are competitively priced. Take opportunities to profit off of background products, local and niche or exclusive.
switch customers from convenience to routine.
Redefine department/category roles to align with the overall strategic plan of the company.
Customer Service & Customer Engagment
Dedicated hours for each department.
Create a Department Manager or Supervisor position for the Health & Beauty area of the store.
Reorder daily and work stock to shelves at least twice per day prior to busy times.
Create a walk through scehdule for each area of the total store. A employee should have to walk each section in the store 4 times per day.
1:1 Marketing
Targeted offers to lost shoppers, exsisting shoppers that do not typically shop Health & Beauty.
Offer $ or loyalty rewards for loyal and routine shoppers.
Without a Beauty Advisor offer iPad stations to search the companies ECommerce site for information on the mix, variety, product use and recomendations.
Plus have the abilty to place an order online right there in the store if the product in not on shelf.
ECommerce
Use brand lifestyle images on your site to connect the store and product brand. Brands influence people.
Digital/Social
Promote new products on Social. Offer contests or giveaways to engage customers with brands and your store brand.
Seek supplier sponsership for social, image and video to promote awareness to the brands the store carries.
Marketing & Creative
Use visual color coding to segment Health & Beauty into departments: Beauty, Family, Men’s.
Use of images to identify macro categories to allow customers to guide themselves.
Layout & Design
SIMPLIFY THE SHOPPING EXPERIENCE
making it easy for the customer to shop while providing relevant mix to meet their changing needs following these 3 guidelines:
MAKE IT SIMPLE
to encourage the shopper to quickly and easily enter each category.
GUIDE ME
enable shoppers to identify products and regimens suitable to their needs and desires.
DELIGHT ME
provide inspiration and engagement to establish a deeper department relationship.
MODERNIZE
presentation, invitation, look and feel.
EFFICIENCY
through shelving and fixtures.
Lowered aisles and varied gondola sizes in larger format stores, high aisles and varied gondola sizes in smaller format stores.
Anchor Health & Beauty end with Color Cosmetics, other end with Men’s grooming.
Distinct look & feel for Health & Beauty area; white shelving, lighting, and fixtures, including unique gondola ends.Disruptive shelving to highlight new, regimen or education (i.e. hot spots, product frames, shelve trays, etc.).
GOAL
Modernize Health & Beauty following theses guidelines to Make it Simple, Guide Me, and Delight Me, focusing on routine categories.
Assortment
define premium, mid-tier and value offering within each category.
Introduce new brands, increase natural/organic, offer local and niche brands.
Optimize mainstream and integrate Natural within each category.
less assortment providing the customer an easier shopping experience at shelf.
Introduce private label for all categories and determine opportunities and/or role within each category to offer value option for all shoppers.
Schematics with vertical brand blocking and private label priority placement.
Schematic criteria: customer decision trees, category role, and financial targets.
Insights
Three systemic shifts are the key drivers shaping tomorrow’s beauty market: Natural, Personal, Connected.
Growth in products claiming to be natural is slowing, as consumers are gravitating toward products that deliver cleaner, simpler ingredients.
Transparency-minded shoppers are looking for specific and functional health and beauty products.
To win in Health & Beauty they will need to adapt to consumers demand for transparency of companies, practices and products.
Customers are looking to support local products and brands.
