Lights, Camera, Sales: Quri Reveals Major In-Store Merchandising Opportunity During Hollywood Awards Season
Insights highlight opportunity for brands to tap into $84 billion in annual sales for beauty category
SAN FRANCISCO, March 2, 2017 /PRNewswire/ -- Quri, the leader in Performance Driven Merchandising™, is announcing today the culmination of their Hollywood awards season study, showcasing the importance of continuous in-store merchandising execution data to help health and beauty brands drive increased ROI during this crucial power period. At nearly $2 million per 30-second TV spot during Hollywood's awards shows, health and beauty brands need to capitalize on their advertising spend by delivering flawless in-store merchandising performance to effectively compete for the $84 billion in annual sales spent in the category. The Quri data released highlights and compares the performance of 15 brands including, Cover Girl, L'Oréal Paris, Dove, Neutrogena, Pantene, Garnier, Revlon, and more, in both Target and Rite Aid, during two major awards shows.
"Shoppers rely heavily on the in-store experience to judge the look, color, and scent of many health and beauty brands before buying," comments Justin Behar, CEO of Quri. "When the in-store merchandising experience is sub-optimal, brands significantly reduce the ROI of their advertising campaigns. This type of failure can be avoided with today's data and technology, and brands that modernize this aspect of their business in 2017 will build a sustainable competitive advantage over those that do not."
On the heels of these star-studded events, Quri's Hollywood awards season merchandising data highlights the overall display presence, display location, and out-of-stock levels when many brands are spending millions in advertising dollars. The brands and categories tracked include 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 both studies include:
| Display Presence: January Awards Show vs. February Awards Show
|
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| Month / Channel |
Eye |
Lip |
Nail |
| January: Target |
45% |
44% |
15% |
| February: Target |
25% |
41% |
16% |
| January: Rite Aid |
57% |
44% |
19% |
| February: Rite Aid |
42% |
44% |
21% |
Both Rite Aid's and Target's display presence levels, by category, range from only 15% to 57%, leaving a significant sales and share upside for health and beauty brands looking to capitalize on Hollywood's awards season with a more comprehensive off-shelf display program. The data also indicates how Rite Aid and the drug channel, in general, are more committed to health and beauty brands with display presence that rivals Target, despite having much smaller stores on average.
| Out-of-Stock Levels: January Awards Show vs. February Awards Show
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| Month / Channel |
Hair |
Skin |
Nail |
| January: Target |
11% |
10% |
21% |
| February: Target |
5% |
5% |
21% |
| January: Rite Aid |
4% |
6% |
7% |
| February: Rite Aid |
5% |
6% |
10% |
While Rite Aid did a much better job maintaining shelf presence for key brands than Target, both retailers fell well short of the 98% industry target for on-shelf availability. Nail brands in particular suffered from out-of-stock levels at 21% and 10% in Target and Rite Aid respectively during the February power period for Hollywood's award show.
| Displays Outside Home Aisle: January Awards Show vs. February Awards Show
|
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| Month / Channel |
Eye |
Hair |
Lip |
| January: Target |
18% |
22% |
20% |
| February: Target |
22% |
25% |
22% |
| January: Rite Aid |
33% |
49% |
38% |
| February: Rite Aid |
35% |
51% |
43% |
Displays placed outside the home aisle or in the front of the store are far more likely to drive sales lift than other locations in store, according to Quri's in-store merchandising benchmarks amassed over the past 2 years. Rite Aid capitalized on this for health and beauty brands by using more shippers (15%) shelving racks (9%) and other (19%) displays vs. Target who used mostly endcaps (88%). Rite Aid also had a much higher percentage of beauty displays at the front of the store (23%) vs. Target (2%).
Quri is showcasing the final results from these brands, over the course of the two Hollywood awards season shows, to highlight areas of improvement through Performance Driven Merchandising™. For additional information, download our e-book.
About Quri
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, 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)
212-334-9753, [email protected]
SOURCE Quri
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