P&G has reaffirmed its commitment to the convenience and impulse channel by hosting its first ShelfHelp forum. The event brought together the company’s “ShelfHelpers” retailer ambassadors, all selected by P&G at the start of the year, to work in collaboration with P&G’s convenience teams across its core household categories – Laundry, Homecare, Health & Beauty and Baby.
The elite group was formed to help retailers conquer the perception that household goods can be difficult categories to effectively merchandise. For example, homecare is often seen as confusing, offering too much choice particularly when store space is limited.
The quarterly forums being hosted by P&G, facilitate discussions on the latest topics and challenges to affect the sector. The retailers will help shape P&G’s future plans by trialing NPD and seasonal POS solutions to ensure the best activations are launched to boost sales across the impulse market.
Sandeep Hegde, Head of Convenience, comments: “The convenience sector is a major focus for us and whilst the channel continues to witness growth, we know that there are many challenges facing retailers. Our ShelfHelp website has been an important tool in helping the convenience community get the category management advice they need, however, there is nothing like hearing first hand from retailers.
“The forum really reitterated the strength of progressing with some of our plans but also helped us review how we may evolve other activations we have in the pipeline. It is genuinely an insightful initiative and we look forward to working closely with the retailers in store, over the summer to see projects go live and in turn, educating other store owners on ways to further grow sales in this all important channel.”
The retailers on the ShelfHelp panel are:
- Raj Aggarwal, Spar stores in Leicester and Market Harborough
- Rav Garcha, Spend ‘n’ Save Nisa Local, Birmingham
- Atul Sodha, Londis, Uxbridge
- Susan Connolly, Spar Pewsey, Wiltshire
- Sid Sidhu, Simply Fresh, Kenilworth
- Justin Whittaker, MJ’s Premier Store, Royton
- Jai Singh, Go Local Extra, Coventry
- Sunder Sandher, One Stop, Leamington Spa
P&G ambassador, Justin Whittaker, said: “The ShelfHelp event was excellent. This was one of the first forums of its kind that I have attended and I was extremely impressed by the collaborative approach taken by P&G. There were some very insightful discussions had on implementing activations in-store and it was great to hear about some of the innovation the company hopes to bring to market. They have a real focus on the convenience channel and it was great to see them really listen to the retailers in the room and take on board some of the challenges we face, particularly in the household area.”