Progressive Grocer - June 2018 - 166

NONFOODS

Health, Beauty & Wellness

wellness assortment. Retailers
who really understand their
customer can push the limits
of their sections, but it takes a
laser-like view of the shopper
and what she wants."

The Price
Must be Right

Wegmans extends its cosmetics space with displays showcasing
niche brands at the front of the store.

not why the shopper is in the store," says Wendy Liebmann, CEO
of New York-based WSL Strategic Retail. "To make the category
relevant, they have to connect to why she's there." For its part,
Austin, Texas-based Whole Foods Market chose not to focus on
traditional beauty products, instead carving out a niche in natural
beauty, Liebmann points out.
"It's important for buyers to identify who their shopper is
and what she wants from the store," she goes on to note.
"Wegmans has done that with service and an expanded skin
care selection. Publix does it with an extended homeopathic

The hottest new ingredients
in beauty are food-inspired. Why not
merchandise avocado face masks
near avocados, or create an end cap
that has watermelon beauty
products and watermelons? That's an
approach no other channel can take."
-Jeanine Recckio, MirrorMirror

166

progressivegrocer.com

Michael Quinn, SVP of Pankow
Associates, a Skokie, Ill.-based
consumer products broker,
agrees that supermarkets need
to give customers "a reason to
walk down every aisle" while
retaining value and newness
as top priorities.
Competitive pricing is important to keeping customers
shopping the channel for HBW,
Quinn believes. "Customers
are more knowledgeable, and
they notice price drops and
unadvertised specials," he
says. While Rochester, N.Y.based Wegmans Food Markets
is hard to beat on selection
and merchandising in its HBW
aisles, the chain also makes heavy use of signage that
reinforces its "consistent low prices" position.
Sharp pricing keeps customers coming back, but
new products grab consumer attention. "The consumer
pie is only so big, and online is continuing to grow,"
explains Quinn. "Those accounts that are the first to
market with new products will not only capture, but
maintain, the consumer."

Breaking the Mold

In a market where channels may be unwilling to take
chances, those retailers that break the mold quickly
differentiate themselves. "In today's environment, nobody wants to be first with anything - retailers wait to see sales figures," observes
Chip Carter, CEO of Morgan & Sampson, a Cypress, Calif.-based
products broker. "That's
particularly true of the
supermarket channel, so
they don't come to mind
as the place to go for new
products." According to
Carter, the grocery channel has a great opportunity
to change that impression
and beat other channels
to market.


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Table of Contents for the Digital Edition of Progressive Grocer - June 2018

Contents
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