In the article “Beauty and the multiples beast” (MW last week), Tim Marton highlights the need for super- markets to develop their range in the health and beauty category in order to make further in-roads into market share.
Equally important however, is the need to effectively merchandise the category if incremental sales are to be forthcoming.
A large proportion of us do indeed buy health and beauty products from our supermarkets, but these products tend to be essential toiletries such as shampoo and shower gel as opposed to beauty products.
To be truly effective in the beauty arena multiples not only need to stock an appropriate range, but also slow down the bustling grocery shopper and then provide an appropriate environment in which these high value, less-frequently purchased and emotionally charged products can be browsed, tested and added to the shopping cart.
Consultant (shopper insight)