3 Way to Pump New Life into your HBC Business

Proven merchandising strategies that increase sales and profit

 

November 2017

 

Brought to you by Lil’ Drug Store

 

According to the Technomic C-store Market Brief, the ability to get in and out quickly is the most cited reason as to why consumers purchase an item at a c-store as opposed to other classes of trade.  If a retailer can deliver convenience while optimizing other marketing factors, such as product mix and merchandising, they can expect results to follow.

 

Successful retailers often take a fresh look at the Health and Beauty Care (HBC) assortment and are willing to try new approaches to convenience store merchandising strategy.  Lil’ Drug Store Products (LDSP), the #1 HBC supplier to the convenience channel, has worked with retailers of all sizes to develop effective category management strategies.  LDSP shared three different strategies that delivered the same end-result – INCREASED SALES and PROFITS, while maintaining efficiencies that c-store shoppers demand.

 

Strategy 1: Get In Line

 

In the first case study, LDSP recommended upgrading from a relatively small assortment of HBC products at the front counter to a permanent inline shelf set.  This strategy gave consumers a broader selection of HBC solutions, enabled easier shopping access, and increased awareness.

 

For shoppers coming in for a specific health and beauty item, products were quick and easy to find.  The increased visibility and improved access generated incremental sales, as retailers who were not previously thinking to buy HBC products at a convenience store were now more aware of the availability of pain relievers, cold and allergy remedies.

 

Retailers who have employed this strategy not only increased sales, they also exceeded their budgeted gross profit.  In one case, a retailer increased profit by 4.5 times in the first year alone.

 

Strategy 2: Go Big to Go Home

 

Ask yourself what you want your HBC shelf design to accomplish and then make it happen by using category management best practices.  What are the benefits?  Lil’ Drug’s experience shows that a well thought out retail planogram strategy can result in increased visual appeal, more effective communication to customers, tightened inventories, improved product positioning within sub-categories and greater productivity within the space.

 

As an example, LDSP worked with a Top 50 convenience store chain to create an HBC shelf schematic that moved larger packs of value brand products from the bottom shelf to eye level on the top shelf.  This alignment encouraged some shoppers to trade up to the higher dollar value packs, which contributed to more than +10% category dollar growth for the retailer compared to the channel average +2% category growth versus the prior year.

 

Strategy 3: Up for the Count

 

In some channels, giving customers a plethora of product forms, pack sizes and formulations to choose from might be good for business.  However, space and time is more limited in c-stores so multiple consumer options may not be feasible.  Offering too many choices can sometimes be confusing to consumers and makes the HBC category more difficult to shop.  Therefore, it is important for the c-store retailer to focus the assortment on the most productive SKUs.

 

In this third case study, LDSP recommended that a regional c-store chain eliminate middle tier price points. The retailer concentrated on meeting the needs of the price conscious and value oriented shoppers. The absence of a middle price point did not deter shoppers from trading up to higher dollar ring, multi-dose options. In fact, this retailer gained +20% dollar growth after eliminating the middle price point SKU while unit sales remained unchanged compared to the prior year.

 

Conclusion

 

Convenience store retailers have limited space so it can sometimes be a challenge to increase sales and profit.  Fortunately, several tried and true merchandising strategies simply require a different perspective to generate growth.  Consider trying one of the proven techniques described above to increase HBC sales and profit at your stores!

#1 Beauty Brand for Millennials

eos Products Stylish and Effective Daily Use Beauty Products

 

March 2017

 

eos Products makes stylish and effective daily use beauty products. Teen Vogue and Goldman Sachs ranked them the #1 beauty brand in the latest millennial study. eos Products are extremely popular among Hollywood celebrities, who are featured as fans of eos on social media, blogs and celebrity weekly magazines. eos makes lip balms, hand lotions, body lotions and shaving cream.

 

eos lip balms are delightfully flavored and packed with antioxidant-rich vitamin E, soothing shea butter and jojoba oil. These natural lip balms are hypoallergenic, dermatologist tested, and paraben and petrolatum free for soft, smooth, beautiful lips. Their best-selling flavors are Coconut Milk, Vanilla Mint, Strawberry Sorbet and Sweet Mint.

 

eos hand lotions combine velvety softness and delightful fragrances to make the perfect lotion. These lotions are packed with nourishing shea butter, aloe, oats and antioxidants to keep your skin beautiful, soft and smooth. eos hand lotions won beauty’s highest honor, Allure magazines “2014 Best of Beauty!” These lotions use 96% natural ingredients and offer 24-hour moisturization. They come in unique impulse-looking, palmable package shapes and in three different fresh scents: Berry Blossom, Cucumber and Fresh Flowers. In addition to hand lotions, are body lotions. These are also made with natural ingredients and a blooming scent that applies richly, feels light, natural and provides visibly softer skin.

 

eos moisturizing shaving cream is packed with shea butter, nourishing vitamins and green tea and grape seed extracts for 24 hours of skin-softening moisture. Plus, it is enriched with aloe and oat extract allowing a safe shave without worrying about nicks or razor bumps.

 

These stylish and effective products are perfect for your millennial consumer!

#1 Beauty Brand for Millennials

eos Products Stylish and Effective Daily Use Beauty Products

 

March 2017

 

eos Products makes stylish and effective daily use beauty products. Teen Vogue and Goldman Sachs ranked them the #1 beauty brand in the latest millennial study. eos Products are extremely popular among Hollywood celebrities, who are featured as fans of eos on social media, blogs and celebrity weekly magazines. eos makes lip balms, hand lotions, body lotions and shaving cream.

 

eos lip balms are delightfully flavored and packed with antioxidant-rich vitamin E, soothing shea butter and jojoba oil. These natural lip balms are hypoallergenic, dermatologist tested, and paraben and petrolatum free for soft, smooth, beautiful lips. Their best-selling flavors are Coconut Milk, Vanilla Mint, Strawberry Sorbet and Sweet Mint.

 

eos hand lotions combine velvety softness and delightful fragrances to make the perfect lotion. These lotions are packed with nourishing shea butter, aloe, oats and antioxidants to keep your skin beautiful, soft and smooth. eos hand lotions won beauty’s highest honor, Allure magazines “2014 Best of Beauty!” These lotions use 96% natural ingredients and offer 24-hour moisturization. They come in unique impulse-looking, palmable package shapes and in three different fresh scents: Berry Blossom, Cucumber and Fresh Flowers. In addition to hand lotions, are body lotions. These are also made with natural ingredients and a blooming scent that applies richly, feels light, natural and provides visibly softer skin.

 

eos moisturizing shaving cream is packed with shea butter, nourishing vitamins and green tea and grape seed extracts for 24 hours of skin-softening moisture. Plus, it is enriched with aloe and oat extract allowing a safe shave without worrying about nicks or razor bumps.

 

These stylish and effective products are perfect for your millennial consumer!

Get BIG HBC Results with Lil’ Drug

Merchandising Tips to Boost HBC Sales

 

Brought to you by Lil’ Drug Store Products and CSP.

 

March 2017

 

Consumers might not always venture into convenience stores just for health and beauty care items, but that doesn’t mean they don’t need them. As a growing number of consumers – particularly millennials – are visiting c-stores for more than just snacks and beverages, it’s wise not to forget about other important and profitable categories.

 

This is especially true during colder times of year, when consumers need immediate relief for a variety of health issues. Even though many consumers may first think of drug or mass channels for health and beauty care (HBC) needs, c-store retailers can gain a large share of HBC sales by placing seasonally focused displays in stores when category sales are at their peak. The lip treatment category is a great example of an HBC category that experiences seasonal sales that peak from October to January. Lil’ Drug Store Products saw this seasonality as a big opportunity for c-store and collaborated with Carmex to create a limited time “buy one get one free” package that was only available on counter top displays.

 

Because display space can be tough to find in c-stores, Lil’ Drug and Carmex designed a display that fits efficiently on store counters within a 6-by-7-inch retail footprint. When place on the counter, the Carmex display with the limited time “buy one get one free” promotional offer made it easy for c-store shoppers to pick up a tube of Carmex while they were grabbing a snack or beverage. “It is an opportunity for c-store retailers to deliver convenience to their shoppers when they need it most,” says Doug Marquardt, director of marketing for Cedar Rapids, IA based Lil’ Drug Store Products. “With the right product offer at the right time of year, it was also a great way for convenience stores to pick up incremental sales that might have gone to another channel.”

 

How much did c-stores gain by placing Carmex promotional displays? Retail sales results showed that c-stores with the promotional Carmex displays had +38% higher lip treatment category sales than retailers without the merchandisers, according to Nielsen Convenience Channel data. Similarly, c-stores that highlighted displays of cough and cold remedies in January and February saw a 27% sales boost over those that did not, according to Nielsen data. Furthermore, merchandising and displays of health and beauty products can be a good opportunity to appeal to customers looking for different packaging sizes.

 

“We’ve learned that there are shoppers who want single-use packs and there are shoppers who want to stock up,” he says. “Offer both types of products.” Smart merchandising of HBC product does not need to be difficult but it does require advance planning. Retailers should have a good understanding of seasonal category peaks. “Know what time of year the category spikes” Marquardt says. “And be sure to plan ahead so you have displays on the floor before that hits.” Advance planning and understanding of seasonal category spikes, along with targeted merchandising and displays, can help c-stores boost profits in HBC category.

 

Merchandising Tips to Boost HBC Sales. (2017, January 24). Retrieved March 13, 2017 from www.cspdailynews.com