“Omnichannel” has been a buzz word used by salon hair care marketers in recent years. Initially, only the brave ones were sticking their nose outside their well-known salon environment to seek new channels of distribution for their products, carefully expanding their sales into retailing due to the fear of losing their professional status. But in recent years, this has shifted. Diversion has been hurting sales, and products unwanted by marketers on physical or virtual shelves of various retailers were a reality that needed to be taken back under control, especially with the fast development of e-commerce.Continue reading
Retail aisles and OTC shelves change all the time and vary by category, retail channel, and time of the year. Keeping abreast of what’s happening on shelves is an arduous task, and it’s even harder to track trends over time for OTC sales professionals and brand managers. Therefore, Kline is announcing a powerful new image database to help our clients stay informed of trends in major retailers for their brands and categories. Retail Landscape: OTC Drugs is a fully searchable, filterable image database of actual images taken in stores monthly. Images are uploaded to the database monthly and can be searched by category, brand, company, retail channel, store, location, and date.
“OTC sales professionals may be capturing such information from their individual store visits, but it is often done on an ad hoc basis and not shared across the organization,” says Laura Mahecha, Kline’s Healthcare Industry Manager. “With travel budgets reduced and actual time spent in retail stores limited, it is even harder for sales professionals to make informed decisions.”
This new image database will provide monthly images of category planograms, brand facings and placement, pricing, on-shelf and in-store promotions, signage, and private-label placement and pricing starting in Q1 2018. Both urban and suburban locations will be captured at various geographies in the United States. Images from approximately 100 retail stores will be added to the database each month, and it is accessible without any limits on the number of users, making it a more comprehensive and thorough tool to help inform OTC professionals’ decisions. The categories and retail channels tracked will evolve and change, based on subscriber needs and input, over the course of the year to result in a fully searchable database across all OTC categories and most major retail channels. Quarterly newsletters highlighting trends or changes at retail will also be provided to subscribers. Subscribers also have the option to make custom requests when necessary, for fast-turn around images that capture specific competitive brands, retailers, geographic locations, etc.
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