impulse merchandising in drug stores - front-end focus merchandisin… · impulse merchandising in...
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Impulse Merchandising At Drug Store
Checkouts
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Agenda
Drug Store Merchandising Leadership
Drug Store Consumer Insights
Drug Store Merchandising Opportunities
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The Leadership Challenge
“Leaders don’t force people to follow,
they invite them on a journey.”
Charles S. Lauer
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Leadership In Drug Store Impulse Merchandising
Formation of a leadership council including the following manufacturers:
Masterfoods USA, a Division of Mars, Incorporated
The Wm. Wrigley Jr. Company
Time Warner Retail Sales & Marketing (TWRSM)
In partnership with Dechert-Hampe & Company, an independent research and consulting firm
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Mission Of The Group
To work in partnership with retail customers and other stakeholders to improve store performance and enhance consumer satisfaction through:
New learning and consumer knowledgeDeveloping benchmarks and Best PracticesInnovative solutions for in-store merchandising
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Consumer Based In-Store Solutions
Design format specific selling
strategiesUnderstand retailers’ marketing strategy and
business issues
Understand consumer attitudes and purchase
behavior
Consumer as Purchaser
Retailer as Business Partner
Implement In-Store
Solutions
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Key Issues For The Drug Channel
Increasing Drug store count and industry consolidation have led to increased competition
Channel blurring has resulted in more cross-channel competition and increased importance of convenience
Two-thirds of Drug store sales are now from Pharmacy, but the majority of profit comes from front of store sales
Drug stores have lost shopper penetration and trip frequency to other outlets
Sources: MVI, A.C. Nielsen
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Drug Store Sales Are Skewed To Pharmacy But Front Of Store Drives Profit
42
58
32
68
% Sales 1999 % Sales 2004
PharmacyFront Of Store
32
68
67
33
% Sales 2004 % Profit 2004
Drug Store Drug Store
Aging population is likely to increase trendIncreasing front of store sales is key to profitability
Source: MVI, 2004.
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Drug Stores Need To Increase Household Shopping Frequency
1011
1013
1415
1515
2521
1726
7870
WarehouseClubs
Dollar Stores
ConvenienceStores
Drug Stores
MassMerchandisers
Supercenters
Grocery
Mid-20042000
Household Shopping Frequency(# of Trips per Year)
Source: Nielsen Household Panel.
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A Key Opportunity For Drug Stores Is To Increase Basket Ring
Source: Nielsen Household Panel. Basket does not include prescriptions or gas.
$11$11
$10$12
$19$21
$32$33
$38$42
$49$56
$83$82
Dollar Stores
ConvenienceStores
Drug Stores
Grocery
MassMerchandiser
Supercenters
WarehouseClubs
Mid-2004
2000
Average $ Basket Ring
Basket size has increased, but still lags other outlets
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Objectives Of The Drug Store Checkout Shopper Study
1. Understand current and emerging consumer attitudes and shopping behavior in the Drug class of trade
2. Develop new insight on the challenges and potential opportunities for impulse sales in Drug stores
3. Develop new concepts for in-store solutions to Drug store impulse merchandising
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Drug Store Checkout Shopper Study
Scope
Participation by 4 major Drug store chainsResearch conducted in 72 stores in:
Atlanta Detroit No. New JerseyBoston Hartford PittsburghCharlotte Los Angeles San FranciscoChicago New Orleans
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Drug Store Checkout Shopper Study
Methodology
Audits of 371 checkout locations in 72 storesObservations of 3,913 shoppers at point of saleIn-store interviews with 1541 consumersIndependent analysis by Dechert-Hampe & Co.
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Impulse Merchandising Is A Key Element Of Drug Store Strategy
Drug stores need to recognize and adapt to changing consumer shopping occasions and patterns
Drug stores can generate incremental sales through more points of interruption with impulse items
Checkouts are the prime locations where all shoppers can be exposed to effective impulse merchandising
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Key Drug Store Opportunities For Impulse Merchandising
Opportunity to refocus checkout merchandising on key impulse items that generate incremental sales and increase market basket
Opportunity to redesign Pharmacy and Photo checkouts around consumer buying behavior
Opportunity to utilize convenience strategy to drive shopping frequency with key consumables
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Drug Store
Consumer Insights
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Consumers Expressed A Variety Of Reasons For The Drug Store Shopping Trip
Primary Reason For Shopping Today
22%
16%13%
9%7% 6% 6%
Prescription/Pharmacy
Beauty/PersonalProducts
Groceries Beverages Candy/Gum/Mints/Snacks
OTC/Non-Prescription
Medicine
PhotoProcessing
% Of Respondents
Pharmacy accounted for about one-fourth Personal Care and OTC accounted for a similar amountConsumables were a surprising 29%
Consumables
Source: Drug Store Interviews.
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Most People Chose A Store Because It Was Near To Home Or Near Their Destination
10%
14%
15%
19%
21%
70%
Product Assortment
Sale/Coupon
Good ShoppingExperience
Good Values
Convenient - NearDestination
Convenient - NearHome
Why Did You Pick This Store?*% Of Respondents
Convenience of location leads to a case for consumables* Could provide multiple answers.Source: Drug Store Interviews.
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Most Shoppers Had Something In Mind, But Not A Shopping List
17%21%
5%
57%Brought A Shopping List Had A Mental List Had No List Saw Something In Circular
Use of Shopping List% Of Respondents
The absence of a list suggests potential for impulse buyingSource: Drug Store Interviews.
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16%43%
41%
Shopped Whole Store (all or most of aisles)Targeted Products Needed And Some ShoppingTargeted Products Needed With No Shopping
Few People Shopped The Whole Store
% ShoppersShopping Pattern
This suggests the need for impulse merchandising at checkouts tocapture purchases
Source: Drug Store Interviews.
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While Many Shoppers Bought Multiple Items, Half Bought Just One Or Two
29%
15%
10%
8%
19%
20%
1 Item 2 Items 3 Items 4 Items 5 Items 6 Items
Number of Items Bought% Of Respondents
Mean = 3.8
Source: Drug Store Interviews.
There is a clear opportunity to sell incremental items
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Shoppers Spent An Average Of $16.00, But Almost Half Spent Less Than $ 10.00
8%
22%27%
14%
10% 4%
15%
Less Than $2.00 $2.00-$4.99 $5.00-$9.99$10.00-$19.99 $20.00-$29.99 $30.00-$49.99$50.00 Or More
Dollar Expenditure% Of Respondents
Mean = $15.97
Source: Drug Store Interviews.
There is a major opportunity to increase basket ring
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16%
84%
Bought At Checkout Today Not Bought
Checkout Purchases Are A Key Source Of Incremental Volume
Bought Item at Checkout Today% Shoppers
One in six shoppers bought something at checkout today
Source: Drug Store Observations.
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Drinks, Candy, Gum And Magazines Are Most Purchased Categories At Front-End Checkouts
1.0%1.0%
1.1%1.3%1.6%
1.6%2.0%2.3%2.6%
3.8%3.8%4.0%
5.2%
5.2%5.8%
Remedies-Headache
Remedies-Cold
Batteries
Mints
Salty Snacks
Oral Care
Candy-Novelty
Tobacco Access.
Candy-Bag
Magazines/Newspaper
Drink-Non Carb.
Gum
Cigarettes
Drinks-Carbonated
Candy-Bars
Source: Drug Store Observations.
Observed Purchase At Front-End Checkout% Shoppers
(2,636)
0.2%
0.3%
0.3%
0.3%
0.3%
0.4%
0.5%
0.5%
0.6%
0.7%
0.7%
0.8%
0.8%
1.0%
Razor Blades
Diet Products
Meat Snack
Video/DVD/CD
Cosmetics
Energy Bars
Phone Cards
Low Carb Snack
Film
Remedies-Cough
Camera
Nuts/Seeds
Cookies/Crackers
Lip Care
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The Checkout Represents A Major Opportunity For Incremental Purchases
72%
28%
Bought At Checkout In Last 12 Months Not Bought
Bought at Checkout in Last 12 Months% Shoppers
1 in 6 bought today, while seven in ten shoppers buy at checkoutregularly
Source: Drug Store Interviews.
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Candy, Gum, Mints And Drinks Were The Most Common Consumables Bought At Checkout
3.0%3.3%
5.1%6.4%
8.6%13.6%
12.5%10.4%
18.2%17.7%
20.2%6.4%
8.9%17.2%
26.2%
Energy Bars
Low Carb. Snacks
Meat Snacks
Nuts/Seeds
Cookies/Crackers
Salty Snacks
Drinks - Water
Drinks - Non. Carb.
Drinks -Carbonated
Mints
Gum
Candy - Novelty
Candy - Seasonal
Candy - Bag
Candy - Bar
% Bought At Checkout In Last 12 Months
Source: Drug Store Interviews.
39.3% Candy
29.2% Gum/Mints
29.1% Soft Drinks
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Batteries, Cosmetics, Film And Magazines Are The Top Non-Consumables
11.8%
12.0%
12.3%
12.7%
12.9%
13.0%
13.0%
13.4%
15.0%
17.2%
22.8%
Remedies - Headache
Skin Care
Hair Care
Lip Care
Gift Cards
Remedies - Cough/Cold
Magazines
Cigarettes
Film
Cosmetics
Batteries
% Bought At Checkout In Last 12 Months
Source: Drug Store Interviews.
3.4%
3.5%
4.1%
5.5%
5.6%
6.5%
7.5%
7.5%
9.8%
10.6%
11.2%
Dieting Products
Phone Cards
Tobacco Accessories
Books
Video/DVD/CD
Cameras
Eye Care
Remedies - Stomach
Razor Blades
Vitamins
Oral Care
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Most Of The Consumables Have High Purchase Frequency
Once A Week Or More
Once A Month
Less Than Once A Month
Candy – Bar 49 35 16Candy – Bag 39 35 26Candy – Novelty 30 42 28Candy – Seasonal 16 17 67Gum 56 26 18Mints 46 30 24Cookies/Crackers 47 33 20Energy Bars 41 34 25Low Carb. Snacks 38 46 16Nuts/Seeds 44 38 18Meat Snacks 42 33 25Salty Snacks 53 27 20Drinks – Carbonated 59 26 15Drinks – Non Carb. 60 24 16Drinks – Water 70 16 14
Frequency Of Buying At Checkout% Shoppers
Source: Drug Store Interviews.
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Magazines Are The Only Non-Consumable Category With High Frequency At Checkout
Source: Drug Store Interviews.
Once A Week Or More Once A Month Less Than Once A
MonthBooks 17 30 53Magazines 61 24 15Video/DVD/CD 24 17 59Batteries 9 32 59Cameras 14 24 62Film 14 34 52Razor Blades 18 53 29Eye Care 10 46 44Lip Care 10 46 54Oral Care 10 43 47Skin Care 17 38 55Cosmetics 16 41 43Hair Care 15 45 40Vitamins 7 47 46Dieting Products 25 49 26Remedies – Cough/Cold 5 27 68Remedies – Headache 5 32 63Remedies – Stomach 11 28 61Gift Cards 18 32 50Phone Cards 27 29 44
Frequency Of Buying At Checkout % Shoppers
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Snacks Drive Impulse Behavior At Checkout
% Planned % ImpulseCandy – Bar 36 64Candy – Bag 46 54Candy – Novelty 39 61Candy – Seasonal 62 38
Gum 43 57
Mints 44 56Cookies/Crackers 55 45Energy Bars 63 37Low Carb. Snacks 46 54Nuts/Seeds 49 51Meat Snacks 31 69Salty Snacks 36 64Drinks – Carbonated 57 43Drinks – Non Carb. 59 41Drinks – Water 58 41
Source: Drug Store Interviews.
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Non-Consumables Tend To Be More Destination Buys In Drug Stores
% Planned % ImpulseBooks 45 55Magazines 66 34Video/DVD/CD 63 37Batteries 80 20Cameras 69 31Film 78 22Razor Blades 85 15Eye Care 81 19Lip Care 66 34Oral Care 80 20Skin Care 82 18Cosmetics 84 16Hair Care 72 28Vitamins 87 13Dieting Products 73 27Remedies – Cough/Cold 82 18Remedies – Headache 83 17Remedies – Stomach 81 19Gift Cards 79 21Phone Cards 71 29Cigarettes 84 16Tobacco Accessories 62 38
Source: Drug Store Interviews.
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Drug StoreImpulse Merchandising
Opportunities
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Opportunity: Refocus Front-End Checkout Merchandising To Gain Incremental Purchases
Focus on the products with these characteristics:
High penetration – many shoppers buy it, so everyone is a potential sale
High frequency – shoppers buy it very often, so each store trip is a new occasion/opportunity
High impulse – shoppers do not plan the purchase, it is incremental
Source: Dechert-Hampe & Co.
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Incremental Purchase Potential Is Driven By Penetration, Frequency And Impulse
= x xIncremental Purchase Potential
PENETRATION
% Consumers Buying
FREQUENCY
Purchases Per Month
IMPULSE
% Consumers Buying On
Impulse
Source: Dechert-Hampe & Co.
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Base Front-End Checkout Merchandising On Incremental Purchase Potential
Batteries 3Tobacco Accessories 3Candy – Seasonal 3Cosmetics 3Books 3Video/DVD/CD 2Gift Cards 3Film 3Energy Bars 2Razor Blades 2Skin Care 2Oral Care 2Cameras 2Phone Cards 1Dieting Products 1Remedies – Stomach 1Eye Care 1Remedies – Cough/Cold 1Remedies – Headache 1Vitamins 1
Low
Candy – Bars 39Gum 29Mints 21Drinks – Carbonated 21Salty Snacks 21Candy – Bag 18Drinks – Water 15Magazines 12Drinks – Non-Carb. 11
High
Cookies/Crackers 9Cigarettes/Cigars 7Meat Snacks 7Nuts/Seeds 7Candy – Novelty 6Lip Care 4Hair Care 4Low Carb Snacks 4
Medium
Incremental Purchase Potential
Source: Drug Store Interviews, Dechert-Hampe & Co.. Analysis
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Opportunity: Design Pharmacy Checkout Merchandising Around The Consumer
Merchandise health-related products to provide solution sales at Pharmacy checkouts
Display Magazines and Books to provide information and entertainment for consumers while waiting for prescriptions
Display Consumables (Candy, Gum, Mints, etc.) to generate impulse purchases
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A Significant Proportion Of Prescription Customers Buy Nothing Else That Trip
44%56%
Buy Nothing ElseBuy Something Else
% Of Prescription Customers Who Purchase Something Else
This represents a key opportunity for impulse merchandising
Source: IRI Rx Pulse, 2003.
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Pharmacy Purchases Were Often Related To Health
1.0%1.0%
1.0%1.0%1.1%
1.1%1.2%1.5%
2.7%
2.7%3.0%3.0%
Gum
Eye Care
Candy Bag
Lip Care
Batteries
Candy Bars
Remedies-Stomach
Lotions
Vitamins
Remedies-Cough
Remedies-Headache
Remedies-Cold
Observed Purchase At Pharmacy Checkout% Shoppers
(738)
There was low presence of impulse items at pharmacy checkoutsSource: Drug Store Observations.
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Design Pharmacy Checkout Merchandising Around Consumer Buying Patterns
DisplayMagazinesTo ProvideInformation
AndEntertainment
OfferRelated
Remedies and
WellnessProducts
Display Candy,Gum, Mints And Snacks
for Impulse Sales
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Opportunity: Design Photo Checkout Merchandising Around The Consumer
Merchandise Photo related products such as Film and Cameras
Display a variety of Batteries including photo and specialty batteries
Provide an assortment of photography and other special interest Magazines
Display Consumables (Candy, Gum, Mints, etc.) to capture impulse sales
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Purchases At Photo Counters Are Limited To Related Products
1.2%
2.4%
2.9%
4.3%
14.3%
Candy Bar
Batteries
Cameras
Video/DVD/CD
Film
Observed Purchase At Photo Checkout% Shoppers
(421)
There was low presence of impulse items at Photo checkoutsSource: Drug Store Observations.
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Design Photo Checkout Merchandising Around Consumer Buying Patterns
DisplaySpecialty Batteries
DisplayFilm/Cameras
Display Special Interest
Magazines
Shelves Of Candy,Gum, Mints And Snacks
for Impulse Sales
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Opportunity: Drive Shopping Frequency With Key Consumables
Current frequency of store visits is dictated by prescriptions and infrequently purchased personal care
Frequency can be influenced by focus on convenience and effective in-store merchandising
Merchandising of frequently purchased items at checkout will be key to success
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Key Checkout Categories Can Drive Shopping Frequency
7
21
25
27
32
Gum/Mints
Candy
Snacks
Magazines
CarbonatedBeverages
Source: A.C. Nielsen Household Panel; DHC Analysis
# Annual Purchases/Household
These are also high impulse categories that can generate incremental sales
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Drug Store Purchasing At Checkout Is Lower Than Grocery On Key Consumables
Source: Drug Store Interviews.
Grocery Stores Drug StoresGum/Mints 72%
69%
48%
35%
28%
18%
15%
13%
13%
13%
11%
10%
6%
5%
5%
5%
3%
3%
29%
Candy 39%
Magazines 13%
Soft Drinks 18%
Batteries 23%
Non-Carb. Drinks 10%
Film/Cameras 15%
Cookies/Crackers 9%
Salty Snacks 14%
Lip Care 13%
Cigarettes/Tobacco 13%
Razors/Blades 10%
Nutrition Bars 3%
Oral Care 11%
Books 6%
Phone/Gift Cards 14%
Cosmetics 17%
Audio/Video/CD 17%
% Of Shoppers Purchasing Products At Checkout
Purchasing is higher on Cosmetics, Phone Cards and Oral Care
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Drug Stores Generate Fewer Impulse Purchases On Key Categories
% Checkout Purchases Impulse Driven
Grocery Stores Drug StoresCandy 81%
74%
72%
70%
65%
65%
63%
58%
58%
55%
55%
45%
44%
40%
38%
23%
22%
21%
62%
Magazines 34%
Gum/Mints 57%
Books 55%
Soft Drinks 43%
Audio/Video/CD 37%
Salty Snacks 64%
Cookies/Crackers 45%
Nutrition Bars 37%
Non-Carbonated Drinks 41%
Lip Care 34%
Batteries 20%
Film/Cameras 26%
Razors/Blades 15%
Phone/Gift Cards 25%
Oral Care 20%
Cosmetics 16%
Cigarettes/Tobacco 16%
Source: Drug Store Interviews.
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Summary Of Recommendations
Checkouts are the prime locations where all shoppers can be exposed to effective impulse merchandising
Incremental checkout sales are driven by a focus on items purchased broadly, frequently and on impulse
Drug stores should refocus Front-End checkout merchandising on impulse items and expand impulse merchandising at Pharmacy and Photo checkouts
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Contact a representative of Masterfoods USA,
For Enhanced Impulse Merchandising
Wm. Wrigley Jr. Co., or Time/Warner Retail Sales & Marketing
Visit our Website at Front-EndFocus.com
Contact Bill Dusek or Ray Jones from Dechert-Hampe and Company at (847) 559-0490