RANGE REVIEW: ADHESIVES & SEALANTS
HOW TO SEAL
ooking at how to
position the growing number
of ‘convenience products’, like grout and sealant, in
store, Henkel Consumer Adhesives channel manager Paul Bagnall says: “You could house some convenience and remedial products in an ‘easy DIY section’ if that works for you. Or they could be put with the main haul of products but highlighted on clip strips or at till positions.” He explains: “They need to be in a destination location but with clear pack design showing it simply, so consumers know there is a remedial
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product if they don’t want to do the big job, they can go for this.” Demand for adhesive tapes, including clear double-sided for invisible bonding and hanging, is also on the rise, with consumers favouring fuss-free and easy solutions to DIY tasks. When asked what has prompted
the growth in remedial DIY and convenience products, Paul says: “People are scared of doing DIY now. The skills that were traditionally handed down from generation to generation are no longer being passed on. Equally, the numbers of young people who cannot afford to save a deposit and buy their own
THE DEAL IN STORE L
With time-poor consumers opting for convenience-led products and new developments and technologies in adhesive tapes helping growth in the category, DIY Week takes tips from leading suppliers Henkel and Gorilla Glue on how retailers can improve sales in adhesives and sealants.
property are becoming part of the growing rental-market. They are less inclined or able to invest their own money and time in carrying out serious DIY tasks themselves..” Gorilla Glue managing director, Simon Damp adds: “Most DIY products out there are project based. With sealant you might only need a little
bit, so new convenience
products have created a secondary market. The sealants that are now available in a tube, for example, means the consumer doesn’t need to buy a cartridge gun, there’s probably just enough in the tube to do a splashback, and it can then be re-sealed and used again at a
later date. It’s also easier to use and means that consumers can do it themselves and it’s less daunting.”
Make a statement Both Simon and Paul explain that clear, directional signage is a must. “Ease-of-shop is becoming evermore important and this
is
particularly so with adhesives.,” says Paul. “DIYers who have not got much experience buying adhesives need to be able to easily find the right product for them. “Shoppers need to be able to find the appropriate section in the store or on-line. Then they need to find the right product for their task, so
23 MARCH 2018 DIY WEEK 23
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