ADHESIVES & SEALANTS
EMERGENCE OF BRANDS
“Own-label is shrinking more and more,” says Bostik’s Mathew Whitehouse. “But that is where the brands have fought back. When people make that purchase and have decided they want to repair something, they want the confidence of a brand they know and can trust.” These brands are also investing
more and more in promoting the category and their products. Gorilla Glue has launched its biggest- ever promotional campaign this year, spending £4m on national TV advertising, national and trade press advertising, outdoor and digital advertising, PR and social media activity.
Gorilla Glue managing director Simon Damp says: “We do a lot of advertising, both to increase awareness of the product and category and also to benefit the retailer, particularly the independents. The benefit to our stockists is, if you’ve got the Gorilla brand and it’s been on TV, it’s a reminder to the consumer that they will probably find it in
store. If you give it high visibility, customers will know where to go and say ‘that’s the one on the ad’. “We have a metal Gorilla island that has a small footprint but delivers such an uplift when retailers bring it in. When any brand has invested in advertising, retailers can capitalise on that by making sure the products have a strong visibility in store to jog a
customer’s memory. Gorilla is so well-branded that, by the time customers get to the fixture, they know they are looking in the right place, they just need to think ‘which one was it?’.”
He adds: “People need to be able
to trust a brand and ours is very recognisable and well known, so I always say, the minute I put a poor- quality product in our packaging, I’m done – we might as well shut the doors.”
New opportunities • For those retailers who plan to expand their offer into hobby and craft, there is a potential new opportunity in adhesives
with glue dots. However, the margins are not as profitable as DIY adhesives, explains Bostik’s Mathew Whitehouse: “We have seen growth in glue dots and in the office adhesive areas, as measured by GfK, although this has somewhat plateaued now. The dots are great for cards and crafting. There’s no question we’re seeing confidence in this market. However, the value of the craft adhesives market is about half that of the DIY adhesives. The volume is massive but, of course, for cheaper products.”
• Another opportunity in the sector is clear adhesive tapes, explains Gorilla Glue’s Simon Damp: “The adhesive tapes category is growing and other people are moving into it. Clear tapes have opened up a completely new category because you don’t always have to glue it, now you can tape it. There are even tapes you can use as covers for your smart phone. It’s a category I never thought we’d ever move into.”
Reader poll: As a retailer, what do you struggle most with when it comes to adhesives & sealants?
21% Getting the range and product mix right
36% How to display and merchandise ranges effectively in store
24% Getting the price architecture right
12% Product knowledge
7% The best time to promote the category
Create opportunities for linked sales and impulse buys by having products sited in secondary locations alongside associated lines. Clip strips work well if you don’t have much space to play with
www.diyweek.net 31 MARCH 2017 DIY WEEK 11
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