Range advice on key growing products within Home Cleaning
“Consumer behaviour has changed hugely since the pandemic which resulted in 72% of us cleaning more frequently. Consumers continue to be anxious of germs and infections and as such, they continue to buy more heavily into hygiene ranges. In fact, since the pandemic, cleaning has become an essential habit that convenience retailers need to cater for. Get it right and it is an opportunity to grow sales, basket spend and customer loyalty, but get it wrong and they will go elsewhere to find what they want to buy!”.
Unilever Category Director
Ensure your top brands are visible and easily accessible on the shelf.
Signpost anti-bacterial and multi-purpose ranges to cater for increased demand and consider secondary displays to get your share of the 1 in 3 unplanned purchases.
Group the products by room for ease of shop e.g. Bathroom, Kitchen.
Quickly check the affluence of your customers to ensure you are meeting their needs and are stocking the right brands and SKU’s. Simply visit Street Check to double check your customers’ affluence and check your range.
Advice for Low Affluence Stores
In less affluent areas, shoppers want value for money so add more affordable brands
Include Retailer Choice across all segments should space permit
Advice for High Affluence Stores
More affluent shoppers will pay more for added benefits such as Antibacterial / No Streaks so include a variety of trusted brands. Reduce Retailer Choice offering but offer Bleach and Multi-Purpose Sprays
Consider listing specialist products such as Stainless-Steel cleaner and Limescale remover
"I had doubts that Partners for Growth would have much effect on my household sales. However, it turned out to be a great tool to increase sales effortlessly, and make it easier for shoppers. Best of all, sales in the category were up 18%. In these challenging times, that’s almost magical"
Award winning category management advice for growing your sales based on knowledge and insight from Unilever category experts, plus business advice from our Retailer Advisory Panel of award-winning UK convenience retailers.