Are you one of the many people who know you’re 1 or 2 empty-bottle squeezes away from being completely devoid of shampoo in your life? Is the soap bar getting so tiny that when you’re finished you can literally stick it to the shower wall? Why haven’t you replaced these items of such paramount importance to your self-wash routine? Because you HATE shopping for them, that’s why.
There is a serious problem amidst Canadian shoppers that is nearly inexplicable but true, people don’t like shopping for self-wash products. 30% of shoppers were listed as “Detractors” with regard to their personal wash shopping experience based on several survey questions. So if you’re a personal wash manufacturer or retailer, you’re probably wondering how can you possibly see success in this category if people have an aversion to shopping it? For this we need to take a look at the bigger picture. Not the aisle, not even the individual store, we need to take a look into traditional grocery as we know it. There are several key aspects to a grocery trip that rank as very important to shoppers. one of the most important is the order of how items are grouped at the shelf. Customers care greatly about the aesthetic and flow of their trip, but few things rank higher in DISSATISFACTION than layout. (But that’s a whole other can of worms for another bog post) Let’s rope it back into personal wash.
Many personal wash shoppers are looking for one thing at the shelf, the best deal. Promotion speaks volumes to these reluctant shoppers. Out of 103 categories, personal wash ranked number 6 for customers saying that they wanted to find the deal of the day in the category. On top of that, 1 in 5 shoppers say that they would switch brands at the shelf if given the right promotional incentive. Wow! This is a really wonderful opportunity for the right go-getter. So what? Should you just throw your product on sale and hope for the best?
Nope you really shouldn’t. Let’s take a look at what we know. Within traditional grocery, customers care a lot about layout, personal wash found itself in the top ten categories where customers want to see “ease of shop” improved. We also know that customers want to see the deal of the day while they look for their items and are willing to switch brands with the right incentive. So put the puzzle pieces together and you can see that you need to increase ease of shop by creating a better layout of personal wash products with promotional information readily available and easy to see. Just like that; conversion, conversion conversion.
Here’s the free bonus fact of the day. Did you know that 20% of customers are spending over $100 per basket when personal wash items are included? Don’t believe us? See the data for yourself when you reach out in the form below. We’d be more than happy to show you how to maximize customer insights in all your categories.
by Tyler Erickson
Digital Marketing Manager, Shopper Intelligence, North America
