SAN FRANCISCO, Jan. 12, 2017 /PRNewswire/ -- Quri, the leader in Performance Driven Merchandising™, is announcing today the results from the kickoff of their Hollywood awards season in-store merchandising campaign, highlighting the opportunity for personal care and beauty brands to drive sales and eliminate wasted trade spend through better in-store merchandising during this critical promotional period. The data released aggregates performance across five categories and 15 brands including, Cover Girl, L'Oréal Paris, Dove, Neutrogena, Pantene, Garnier, Revlon, and more, from among a sample of hundreds of stores across the drug and mass merchandiser channels.
Leading personal care and beauty companies often heavy-up their advertising during the Hollywood awards season to drive sales and share. "The problem is that the in-store execution of these complex campaigns is routinely lacking," comments Justin Behar, CEO of Quri. "While poor execution costs these brands hundreds of millions annually today, innovation from Quri and others is transforming the industry and turning better in-store execution into a strategic advantage for many of them."
Quri's Hollywood awards season merchandising data highlights the overall display presence, display location, and out of stock levels on the heels of last weekend's awards show when many brands are spending extra advertising dollars. The brands and categories tracked included Lip (Burt's Bees, Cover Girl, L'Oréal Paris), Hair (Clairol, Garnier, L'Oréal Paris, Pantene, TRESemmé), Skin (Burt's Bees, Dove, L'Oréal Paris, Neutrogena, Olay) Nail (Essie, OPI, Revlon) and Eye (Maybelline, Revlon, Rimmel).
Observations from the study include:
Display Presence: Eye (45%), Hair (30%), Nail (17%)
Given the awards season is focused on the buzz around the latest celebrity trends and must-have products, it is a great opportunity for brands to leverage their advertising spend and drive incremental sales through proper merchandising performance measures in-store. At just 17% display presence, the nail brands are a great example of a category with room for improvement.
Out-of-Stock Levels: Hair (7%), Skin (8%), Lip (25%)
With a quarter of their products out-of-stock, lip brands including Burt's Bees, Cover Girl, and L'Oréal Paris, can only imagine the impact their performance gaps have on sales. Quri's data has a proven track record with brands in discovering these areas of merchandising improvement.
Display Location (Target vs. Rite Aid): Eye (18% vs. 33%), Hair (22% vs. 49%), Lip (20% vs. 38%)
According to Quri data, the percentage of displays found outside of the home isle varies significantly between drug (Rite Aid) and mass channel (Target). While it is crucial for brands to remain top-of-mind where their products are typically found, there is an opportunity for manufacturers to find disruption within mass channels (in this case, Target) by identifying strategic areas to display merchandise. Securing a presence outside of the home isle can provide incremental sales and share gains for both brands and manufacturers.
Quri will be following these brands throughout the Hollywood awards season to showcase areas of improvement through Performance Driven Merchandising™ this year. For additional information, download our e-book here, http://bit.ly/2jmKTib.
Quri is the leader in Performance Driven Merchandising™, transforming the in-store experience by providing continuous, real-time, store-level visibility into merchandising conditions across all major channels and retailers in the US market.
Procter & Gamble, SC Johnson, Nest, Red Bull, Tyson, Nestle, and Johnson & Johnson plus 100+ other global companies rely on Quri to help optimize the $4 trillion dollars spent annually on retail go-to-market and in-store merchandising. Quri is powered by proprietary data quantifying the shopper view in-store and collected by an on-demand retail workforce. For more information on Quri or Performance Driven Merchandising™, visit http://quri.com.
Media Contact: North 6th Agency, Inc. (For Quri)
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