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Article: Mass retail as outlet of choice. (Merchandising).(Mass market retailers want to be outlet of choice for those buying hair care products)
- Article from:
- Mass Market Retailers
- Article date:
- November 4, 2002
CopyrightCOPYRIGHT 2002 Racher Press, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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NEW YORK -- Mass market retailers want to be the outlet of choice for hair care consumers, but achieving that goal is no small challenge. According to research by Unilever HPC, crafting a successful mix in hair care is more difficult than in other health and beauty aids categories, such as oral care and skin care. In fact, retailers must stock an average of 226 SKUs in daily hair care to reach 50% of category sales.
Retailers have embraced a variety of different strategies in their quest to entice shoppers to their hair care aisles. For example, Rite Aid Corp. recently introduced an exclusive line of salon-style hair care products in response to growing consumer ...