Home' Convenience and Impulse Retailing : March April 2010 Contents Coughs & Colds
www.c -store.com .au | C&I | March 2010
Pocket the profits!
NEW Strepsils Handy on the go packs.
For temporary relief from the discomfort of sore throats.
Always read the label. Use only as directed. If symptoms persist consult your healthcare professional.
1. ACNielsen Scan-track Australia Grocery MAT 10/01/2010 2. U&A Study Australia 2006.
NEW Strepsils convenient
and portable, for relief while
on the go.
• Strepsils – Australia’s number 1
medicated lozenge, driving category
growth in grocery.1
• 81% of people with a sore throat take
treatment during the day.2
• Comes pre-packed in a shelf ready
tray – ideal for placement at the
counter to drive impulse purchase.
For more information contact your wholesaler.
Available in two flavours – Honey & Lemon and NEW Cool.
Out of Home
Honey & Lemon Handy Tube (01)29300711483785
Cool Handy Tube
RB3027 Strepsils C&I FP Ad FA3.indd 1
2/03/10 12:07 PM
While the cough and cold products
on sale at most convenience and
impulse retailers are dominated by
throat lozenges and analgesics, there
is a growing awareness that a broader
range of products is still required.
The Remedies Group, which markets
and distributes healthcare products
specifically targeted to convenience
shoppers, certainly acknowledges
that the category is developing in the
Indeed, its recently launched
‘Infection Fighting Centre’, comprising
of La Fresh Hand Sanitizer Towelettes,
Herron Vitamin C tablets, Immune
Plus tablets, and Milton Instant Hand
Sanitizer, is itself an acknowledgement
of the broadening category through
“Consumers are more aware of the
need to have clean hands to reduce
the spread of coughs and colds,” said
Darryl Jackson, Remedies’ General
Manager – Convenience Packs.
The same could certainly also be
said of tissues. SCA which produces
the Sorbent brand of facial tissues,
says its Sorbent Thick & Large and
Sorbent Velvet sub brands are perfect for
cough and cold offerings because they
offer additional benefits to everyday
basic tissues. These include being larger,
thicker, softer and stronger and having
additives, such as Aloe Vera.
SCA says wider ranging of on the go
convenience facial tissue solutions is
becoming ever more apparent within the
route and convenience channels.
“Pocket Pack and Travel Packs offer
convenient impulse based solutions for
consumers,” said Danielle McNamara,
Category Development Manager – Bathroom.
“The limitations of the channel in
terms of range-related shelf space tends
to exclude many C-Stores from ranging
traditional boxed tissues which can be a
missed turnover and profit opportunity. ”
SCA is currently gearing up to
consolidate its travel packs into a
more comprehensive solution called
Sorbent On The Go. Designed to match
the modern interiors of cars, its On the
Go range will be a strong new listing
within the C&I channel. It comprises of
50 high quality sheets contained within
a dispenser designed to fit in several
locations within the car making usage
Ms McNamara believes that shoppers
The broader range
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in impulse channels are less likely to be
making planned purchases and therefore
their expectations in terms of range
“ They tend to purchase convenience-
based products such as our On the Go
range and Pocket Pack s driving a higher
share in this segment compared with
grocery,” she said. “The key in this channel
is to have an offering of convenient formats
such as Sorbent On the Go Pocket and
Travel Packs... that will allow C&I stores to
capture impulse purchases particularly in
cough and cold season.”
Off-location displays maximise
One of the key ways to maximise sales of facial
tissues is through off-location displays and
dual-location of products in store. These drive
incremental sales as they remind consumers
to buy and encourage impulse purchasing.
“Consumers are increasingly seeking on-
the-go solutions for their busy lives.” said Ms
McNamara. “This opportunity is particularly
important for Pocket and Travel Pack Tissue
products, a segment that is continuing to
grow as more and more consumers buy into
the convenience segment”
She says that, if space allows, ranging
of special care products with added
benefits will enable retailers to offer added
convenience to the range during the peak
season. This, she believes, will provide
incremental category value and drive an
added occasion to the store’s turnover at a
higher price per sheet.
“Ranging of this segment is key to ensure
consumers are able to fulfill all of their cough
and cold requirements in one shop,” she
said. “The special care segment will continue
to grow as manufacturers concentrate on
delivering new product development and
category value within this segment.”
Packaging plays its part
She says the facial tissue category is often
referred to as chaotic and difficult to shop
and therefore packaging plays a critical role
in simplifying the purchase decision for the
shopper. In other words, not only are there
different types of tissues on offer, there are
also many pack designs to choose from.
“Packaging design should aid shoppers
to make a choice through clear product
descriptions and appealing box designs,”
said Ms McNamara. “In 2009 Sorbent literally
turned the facial tissue category on its head
by flipping its boxes and placing the product
information panel on the base of the box.”
This move provided more space to
communicate with shoppers and helped
drive a 7.4% sales increase to the Sorbent
brand, lifting overall category performance
And it all goes to show that innovation
and the ability to think outside – or
underside – the box, can deliver serious
sales lifts in coughs and cold products. Long
may it continue.
Editor’s note: Remedies Group Holdings entered
voluntary administration on 15/3/10. As C&I went
to press, Remedies Products advised it was continuing
to trade as usual.
Remedies has launched its Coughs &
Colds Infection Fighting Centre, as well
as its ‘Immune Plus – 2 Tablets’ format in
time for the upcoming flu season.
Sorbent Thick & Large and Sorbent Velvet sub brands are perfect for cough and cold offerings
because they offer additional benefits to everyday basic tissues: they are larger, thicker, softer
and stronger and have additives such as Aloe Vera.
A quarrel is brewing over whether Australia’s
major supermarkets Coles and Woolworths
require the presence of an ombudsman to
keep them in check.
While Choice says Australia needs an
ombudsman to protect consumers and
food producers from being ripped off by
big supermarkets groups, the Australian
National Retailers Association (ANRA) says
a supermarket ombudsman would be an
unnecessary duplication of the ACCC and
state-based consumer bodies.
Choice’s recommendation is backed by the
NSW Farmers’ Association; it urges Canberra
to again look at the supermarket pricing issue
Ombudsman presence for Coles, Woolworths?
and appoint a dedicated ombudsman to tackle
issues of competition and fairness in the
Coles and Woolworths sell about 75 per cent
of all packaged groceries in Australia and
have been blamed for Australians paying
the fastest-growing prices for groceries in
the world. (To September 09, Australia had
the 10th highest food inflation of 30 OECD
Farmers have long been concerned that farm
gate prices for fruit and vegetables sold to
supermarkets are often significantly well below
the final sale price paid by consumers. (Inside
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