DCS Group has revealed five ways to help retailers capitalise on the babycare category in its latest ‘Destination Convenience’ webinar.

The company identified that parents spend 38% more than the average shopper, are clear about what brand they want and 86% plan their shop in advance.

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Matt Stanton, head of category and insight at DCS Group, said: “Getting the babycare category right will allow stores to capture more main shopper missions and grow overall sales and profitability in wholesale and convenience.

“We know that pre-planned research is a huge aspect of the purchase process for the majority of babycare products. From a selling perspective, by investing in the right product range, convenience stores can capitalise.”

Here are five areas DCS Group recommends retailers focus on to grow sales:

  1. Infant formula (e.g Aptamil and Cow & Gate)
  2. Nappies (e.g. Pampers)
  3. Baby wipes (e.g Huggies)
  4. Children’s medicines (e.g Calpol)
  5. Seasonal products (e.g. sunscreen)

DCS Group concluded that well-stocked shelves will drive footfall, and encourage cross-category purchases, making sure that independent convenience stores are a chosen destination for future purchases.

Stanton said: “Make the category easy to find, offer good value and a variety of promotional prices with easy-to-access shelves for buggies, and babycare shoppers will visit convenience stores rather than make unnecessary supermarket or discounter trips.

“This will drive shopper loyalty and increase overall cash profit at both wholesale and convenience.”

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