Retail Stories - Issue Three
A collection of tiny stories to fuel your Category Development
The following stories created post Christmas store visits have been selected and showcased because they have something to teach us as category managers, not just at Christmas but throughout the year. It’s amazing to see the changes vs. last year but also there is a definite sense that we have learnt from multiple lockdowns and changes to our missions. Retailers have taken chances with activity execution and we are seeing newness all around us notably with tone of voice, consideration of mission and recognition of the fact that we are all very different post pandemic. If you want to read more about changes to missions during the pandemic, check out the recent article we wrote for The Retail Institute.
As category managers in FMCG, stories are all around us, we very much hope you enjoy this edition and if there is anything you would like to see from us in the future, please contact us.
We would love to see your FMCG stories, tag us in or drop us a line to be included in our next edition.
Asda Extra Special
(Morley, Leeds - Collated Table Display)
This space featured in last month’s edition. Asda have now used this space for seasonal private label product. This collated range highlights several different purchase occasions including gifting, a treat, impulse purchase.
Key callouts;
One level, table display, super easy to showcase and shop.
Very easy pick up.
Collated & special.
Felt like M&S.
Highly shoppable.
Interrupts shoppers opportunity and allows shoppers to mentally ‘tier’ the products.
Affirmative and authoritative, Asda guarantee that these products are special and delicious.
Maybe;
Key messages are below eyeline
Call to Action is too close to the floor
Add a QR Scan
Absolute Vodka FSDU
(Asda)
A mixed FSDU of different flavours of Absolute Vodka. Information on the front and side of the unit offering shoppers the opportunity to take part in a cocktails masterclass.
Key callouts;
Clear benefit of buying this brand. Not only a clearly branded FSDU with the added experiential benefit of the master class
Maybe;
Direct customers to the website with a QR code and a prompt to bookmark.
A mixed FSDU of other Pernod Ricard brands would encourage cocktail making behaviour
Bring Home Holiday Magic
(Asda & Tesco)
Key feature space activity from Coca Cola.
Key callouts;
Classic Christmas branding from Coca Cola.
BLOCKING
BRANDING
MORE BLOCKING!
Holiday magic branding…holidays are coming!
Multiple formats included
Lindt Childline FSDU
(B&M)
A range of Lindt bears on an FSDU supporting childline
Key callouts;
Charitable donation is clear and is quantified. Shoppers can directly see what the initiative will do.
Maybe;
The price labelling could be located elsewhere to avaoid interrupting the key message
Higher ticket items should be at the top of the unit.
Mr Kipling LED Fixture
(Asda)
Illuminated LED display and SEL. Ultimate brand blocking. The products and ranges look clear and generally superb.
Key callouts;
Colourful
Engaging
Eye catching
Premiumises the brand (securing the brand against the potential impact of HFSS?)
Gino D’Acampo Range
(Asda)
Showcase of premium Gino D’Acampo food range. With over 60 new products for you to try, from organic store cupboard staples to stock up your pantry to fresh ready meals.
Key callouts;
Clear provenance & quality
John West Bay
(Asda)
An entire bay of John West Tuna formats including NPD (immunity?)
Key callouts;
Clear and easy to shop the different formats.
NPD stands out clearly
An opportunity to do something different with this category, a reframing of ‘tuna’ and its potential health benefits.
Maybe;
Some confusion amongst shoppers in their purcase journey. Is it easy for shoppers to make price and quality decisions when brands have been separated to this extent.
Tuna buyers are not just branded shoppers or own label shoppers, maybe they buy both.
3M Command & Scotch Tape
(Asda)
Festive FSDU offering solutions for present wrappers and decoration hangers. The execution of this FSDU is great, the products are small and the unit could become very untidy once ‘shopped.’
Key callouts;
The merchandising and navigation is strong on this unit. Handing the product maintains neatness.
The ‘dump bin’ aspect of the unit is ideal, higher volume items supplied in high volume!
Key product benefits highlighted. Holds strongly. Removes cleanly.
Feels like a shop within a shop.
Sellotape Sellotape Sellotape
(B&M)
Parasite units attached to roll wrap at B&M.
Key callouts;
Cross purchase opportunity
Reminder to shoppers
Located across store. Multiple feature space for Sellotape at peak season.
Over 12 ‘additional’ units located throughout this store.
Maybe;
Pricing could have been clearer. On the units we saw, no prices visible
Printing pricing on the roll wrap FSDU would encourage store staff to ensure compliance and also underpin the need state in the mind of the shopper.
Call of Duty Vanguard
(Tesco)
FSDU featuring multi format versions of the game.
Solution led FSDU from GSK
(Asda)
Key callouts;
Positive self care message, supportive and encouraging.
During the pandemic, we came together as a nation to protect the NHS and its workers. NHS Charities together donation is very clear.
Maybe;
Clearer pricing. Header card features £2 Roll back flash but there are different prices on the unit with varying prices.
Viagra: Get together with confidence this Christmas
(Boots)
FSDU (non product) located opposite the pharmacy counter in Boots. Customers can take a leaflet featuring product information or ask at the pharmacy counter.
Key callouts;
Clear: Get together with CONFIDENCE
Discreet
Well thought out
Pricing clearly added to the unit. Think about the shopper journey for this product. From recognition of the problem to purchase, there are several barriers shoppers have to overcome including embarrassment.
L’Oreal Skin Genius
(Boots)
Key callouts;
QR code directing shoppers to further skin analysis opportunity. Build your own L’Oreal routine.
Discover Liz Earle 3 for £22
(Boots)
Trial size versions of Liz Earle products collated on a ‘natural’ style wood effect FSDU.
Key callouts;
Premium
Excellent initiative to drive trial of multiple products from the range.
Informative and clearly explained products.
Cruelty free logo
Liz Earle
(Boots)
Feature space for the new probiotic range from Liz Earle.
Key callouts;
“Naturally Active’ positioning
Artisanal look and feel. Wood ‘effect’ design.
Well thought out and exceptionally designed.
Newness highlighted
Clear claims and pricing
Leaping logo featured
Time based performance statement
Collated Wellness
(Boots)
Putting products together, collating solutions is a great penetration driver. In this instance, Boots are bringing new entrants to a category by offering shoppers solutions to problems they hadn’t been able to solve.
Key callouts;
Gifting opportunity is a great idea. The gift of ‘wellness’.
Maybe;
Directing shoppers to wider ranges or other areas of the store is an opportunity here.
Aveeno - Neutrogena - T/Gel
(Harrogate)
Semi-Permanent and Permanent off shelf / out of aisle feature space
Key callouts;
More robust semi-permanent feature space located in Harrogate branch. Currently featuring Neutrogena.
Sustainable toiletries display unit found widely throughout the Boots estate.
One to watch
New Mac Magic Expansion
(Boots)
Located in the power aisle at Boots Harrogate. An excellent use of 3D merchandising to highlight ‘Newness’ and exclusivity.
Key callouts;
Strong, authoritative claims
The best of MAC, professional, performance based
Cross purchase opportunity with eyeshadow
Superdrug Beauty Boxes
(Superdrug)
Skincare and make up boxes collated by experts. Merchandised on an FSDU out of aisle. Gifting opportunity.
Key callouts;
Expert led, expert resonance
Curated boxes, the best of the best
Value highlighted
Pick up opportunity
Olay FSDU
(Superdrug)
Not just another skincare FSDU. Olay have made a very strong claim around performance and efficacy.
Key callouts;
Strong statements
Black Friday FSDU
(Superdrug)
Collated Black Friday offers featuring heavily discounted products exclusively for Superdrug Beauty card holders.
Key callouts;
Exclusive, for members only
Level of discount is clear
Timelines is highlighted, get the deal whilst you can
Maybe;
The ‘Only with your….’ flash is covered up at shelf level.
Aussie Shampoo ‘Pick Me up’
(Boots)
Very simply, Boots imperatively instruct us to ‘Pick up’ the item. As category managers, we have been focussing on the ‘Pick up’ opportunity for years, Boots have just gone for it.... A great way to fill extra space
Gillette Skin
(Boots)
A gifting FSDU from Gilette.
Key callouts;
Encourages multi stage male grooming routine
- Prepare
- Protect
- Care
Higher Performance Deodorant
(Boots)
Clear demarcation of the higher performance aspects of selected SKUS. The majority of these lines are not new. A showcase has been created by the header card and educatin initiative on the top shelf.
Key callouts;
Not new
Better navigation
Premiumisation opportunity. Higher value lines. Driving value back into the fixture.
Maybe;
Use similar groupings on website.
High Performance Skincare (mens)
(Boots)
Collated range of high performance skincare.
Key callouts;
Led by Harrys
Multiple step skincare propositions
Premium ranges
Clearly explained
Maybe;
Use similar groupings on website.
Male Skincare Focus/8
(Boots)
Boots are on a mission to break down skincare for men who have different levels of skincare experience. Normalising the multi-step, ingredient led behaviour we have seen in mainstream skincare.
Key callouts;
Focus is on brand, product education and multi-step, multi purchase occasions.
Less focus on filling shelves to bursting.
Creating an interesting, supportive and unique category experience.
Tonys Chocolonely & Scribbler
(Scribbler)
Scribbler and Tonys Chocolonely go together like cheese and pickle, Sonny & Cher, Jay Z and Beyonce.
The use of the hand drawn signage and the well thought out merchandising makes the proposition feel like an independent retailer, like a local card shop.
M&S Gift cards
(M&S)
Scan the QR code to see a wider range online
Key callouts;
Highlights to shoppers that they can buy gift cards online.
Located at self service checkouts, great prompt to direct shoppers online
Category Management is about Storytelling with an edge.
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