PERSONAL CARE

Bestselling New Personal Care Lines

one priority with personal care in the convenience sector. “Unfortunately, 18% of shoppers do not know that toiletries are sold in their local convenience store,” says Unilever UK category director Lucy Richardson.

As awareness can be low, and purchases may be on impulse, retailers need to make it obvious to their customers that they stock toiletries. “Try using PoS to advertise your range and, if retailers feel it is necessary to keep high-value products behind the counter, then it is critical that empty packs or a sim- ple visual prompt of these products are positioned at the fixture,” she recommends.

In terms of where in the store the range should be placed, DCS’ Stanton notes a correlation between the feminine hygiene and babycare categories, as well as medicines.

“Retailers should usually merchandise personal care and personal hygiene products together on the same bay,” he says.

Vine’s range is kept about two metres from the front door as you go in, Rasu has an aisle for toiletries which is quite visible as customers go round, and Arain’s personal care area is in the middle of the shop. “People pick up items on their way round or they might come in for something else and see something they need,” says Arain.

Something A Bit Different

Even personal care can benefit from new launches and interesting trends. For example, Arain has discovered interest from customers in herbal toothpastes.

“A retailer needs to be bringing in new things all the time – 10% of the stock should be rotating. With brands such as Colgate, margins are much more under pressure, but with something new or original, or a niche product, you tend to see a better margin,” says Arain.

“We sell a lot of organic and eco-friendly products in the shop – people are concerned about climate change, but they need to be budget conscious. With the energy crisis, people have become a bit more cautious about their spending now.” l