CLEANING & LAUNDRY
CONSULTING THE EXPERTS
We ask the suppliers at the head of the cleaning and laundry game what the market’s looking like, consumer trends and what retailers can expect from the category going forward
Spontex senior brand manager James Ireson:
“Although not always top of mind when purchasing cleaning products, shoppers are aware of the impact consumables have on the environment, so we always consider this during the product development stage. Sustainability is a concern for many and one that will, undoubtedly, stay top of mind in the coming years. In a category that is traditionally ‘unloved’, of low interest and generally shopped on auto pilot, it’s important to bring some excitement to the fixture to ensure shoppers spend a little more time browsing. Point of sale can really help project a brand’s presence from the fixture and, coupled with strong price promotions, it can encourage consumer trial, drive impulse purchase and add incremental value. NPD is also key but, in an age of SKU rationalisation and reduced fixture space, new products must have a real point of difference to anything else on the market to justify its space. It’s important to build the fixture so it is clear and simple for the shopper to navigate. Within the cleaning tools category, this is achieved through segmenting the range by usage within each of the wiping, scouring and gloves sectors. It’s also key to avoid duplication and ensure the offer isn’t too confusing for the consumer. Establishing a good, better, best hierarchy within each sub category will help shoppers easily identify branded quality. We’re also seeing more and more brands develop campaigns using technology, such as near-field communication to draw in consumers and encourage engagement. The launch of our Spontex emoji keyboard has enabled us to break out from the normal social media routine, so we’re now able to talk to people about something other than cleaning. We’ve also been able to target a younger audience and generate interest among men, who are not traditionally the target consumer base.”
Brabrantia commercial director David Slater:
“We’ve seen the value consumers place on the sustainability of the products they buy increase year on year. Environmental stewardship is important to us; we care about what we make and the impact it has on our planet. We have a long- term partnership with WeForest – an international non-profit association, creating an unstoppable movement around biodiverse tree planting. Our laundry drying #LoveNature campaign really resonates with consumers. The campaign with WeForest contributes to replanting a native forest and reversing desertification, whilst promoting a sustainable local economy. A tree is planted for every Brabantia rotary dryer or drying rack bought. We’ve recently planted the 700,000th tree in Africa’s Great Green Wall, an African-wide project aimed at planting a continuous ‘wall of trees’ stretching 4,300 miles long and nine miles wide, across the entire width of the African continent. We’ve set a goal to plant more than one million trees in 2017.”
10 DIY WEEK 14 APRIL 2017
Bissell
“Cleaning is no longer just about keeping your home looking tidy, it’s about ensuring it’s clean from germs and bacteria to keep your family happy and healthy. We’re currently working on Healthy Home campaign with Dr Pixie McKenna to educate pet owners, in particular, about the health implications of not cleaning up properly after pet messes, which can cause dangerous bacteria to live on carpets. For those who have small children running around or playing on the floor, this can end up on their hands and in their mouths. Post Brexit, consumers are less likely to spontaneously purchase products. As prices are likely to rise, consumers are considering their purchases a lot more, and are likely to lean towards higher-priced, premium items. Consumers need evidence; Scientism is rife as they need proof that what they are purchasing will make a difference to their home regarding health and hygiene. Because of this, indulgent purchases are falling. Retailers need to increase carpet washing
awareness, and highlight the benefits that clean carpets will bring, not only consumer’s home, but also to their health. Retailers also need to prove that purchasing a carpet washer is actually more cost effective than renting, as hiring a leading rental carpet washer four times equates to the purchase of a premium carpet washer. Retail businesses who struggle to
merchandise these products should educate consumers as to the benefits of purchasing them and the positive impact they can have on their health. Providing demonstrations that clearly show results, such as stain removal, will prove effectiveness and encourage purchase. Online also has a lot of power, so sharing video content on both your website and your social platforms in a good way to get people engaged.”
Beldray buying director Jagmail Singh:
Beldray entered the cleaning and laundry market nearly four years ago and quickly learnt that customers were looking for new and exciting, innovative products. Space- saving, collapsible products are a continuing trend within the cleaning and laundry market and, in particular, collapsible laundry baskets. They are proving ever popular, as consumers seek to maximise their storage space at home.
Beldray anticipates that innovation within the market will be focused on cleaning products that have a multi-functional purpose and single systems that can carry out the essential day-to-day cleaning tasks. 3-in-1 floor cleaning systems that use one handle for three different types of cleaning heads are currently in development. Retailers need to consider a breadth of brands if they are to excite consumers with a comprehensive range of innovative products. Promotions alone will not drive sales all year round. Consumers are looking for quality products that will make their cleaning and laundry tasks easier, saving them space and time.”
www.diyweek.net
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