Convenience retailers can get ahead of the discounters and multiples by making their fixtures simple and keeping up with trends.
That was the advice from Procter & Gamble (P&G) as the company unveiled new products and campaigns to drive sales this spring.
The company is launching smaller 180g packs for its Lenor Unstoppables for convenience retailers, as well as a new Lenor 22-wash £1.75 price-marked pack.
The case size of its pods is increasing from three to six.
P&G will spend £30m on household marketing, an increase of 20% on last year. Campaigns include a TV advert for Bold, as well as an emphasis on promoting Bold, Ariel and Fairy Cold Wash Gel to capitalise on consumers running cold laundry washes.
Sandeep Hedge, P&G convenience, wholesale and club director, said the company’s retailer initiative, ShelfHelp, would add new features on its website to help convenience retailers increase sales.
“We’re introducing a log-in section that retailers can use to get personalised information and messages. We’re aiming to get more than 10,000 sign-ups in the first year.”