1. Grooming Category
Project
in KARUSEL

2. Grooming Category Shoppers
......................................................................................................
In 60% cases consumers and shoppers are the
same

3. General Male Shopping Habits
......................................................................................................
 Men Hunt for Products, they tend to follow targeted shopping and
want to buy specific product and not survey the aisle
 They have difficulties finding the items they look for, therefore want
in-store consultancy but would hesitate to ask
 If a man can't find the section he's looking for, he'll wheel about once
or twice, then give up and leave the store without ever asking for
help. You can watch men just shut down.
 Men Look for Orientation Guidance, therefore they try to build on
learned pattern, they look for male color coding and well known
brands and tend to look for Good, Better – Best Guidance
 Men are very picky when they buy new products
 Opportunity to test
 On Shelf Guidance
 Consultancy

4. Men shop focused
HE SHE
Preferred
shop
SHOPPING MALL
Espresso-Pause
Time: Time:
12 min. 199 min.

5. Some facts of B&R purchase decision making
......................................................................................................
 93%- know whether they
will buy B&R before
going to store
 90%- know which brand
they will purchase
 90%- know which variant
they will purchase
 84%- know which pack
size they will purchase
*Male H&P 2005

6. Shopping Behaviour
Russia. . Male. .Shoppers. . tend. . to. .be. .more. . brand. .loyal. .than. .store. .loyal as
.. ........ ................ ....... ... ... ........ .......... ....... ....... ........ .
on the average 42% of them are willing to switch shops in order to buy
the required brand.
Retailer loss 66%, which is the biggest in B&R and Shave Care versus
other categories

7. Based on clear Shopper Insights....
Ideal Shelf Principles

8. Shaving Products “core segment” for daily Men routine and
clearly identify the area:
All 3 steps of shave blocked together (drive cross purchasing)
Men‟s Care
Razors
Wash Blades
Bath
Eau de
Deodorants Post Shave Toilette /
Hair Pre Shave Perfumes
care
Disposables
Ideal Men‟s Care Layout
Based on European Merchandising Study 2002; Virtual shopping simulation tool
Confirmed and Updated with IRI Qualitative European Shopper Study 2005

9. Modern Trade
Main Shelf in line with Shopper Based Design
From defensive merchandising To shopper based design
Re-invention
Check out only Current Horizontal Optimization
or locked Vertical Blocking Blocking
Systems
Total B&R Pre Post
Shave Pre Post Shave
Disposables
Sales Index
50 100 120+ 130+

10. B&R specific characteristics
1. These products are prone to theft
2. High levels of SOOS are present:
60% of all OOS are a result of the goods
present in store, but not on the shelves

11. Leanings from P&G
On-Shelf Availability
experience

12. Shrinkage Examples
Process  Inventory Errors  Promotion Errors
 Pricing Errors  Stock Going Out of Date
Failure
 Damage to Stock  Product Delivery/Scanning Errors
Inter-Company  Deliberate Under/Over Delivery
 Invoice Errors
Fraud
 Quality and Weight of Items
Internal  Theft of Stock and Cash
Theft  „Grazing‟
 Collusion
External  Shoplifting  Till Snatches
Theft  Returning Stolen Goods  Burglary
 „Grazing‟

13. Understanding Shrinkage
Shrinkage
Process Inter- Internal External
company
failures fraud theft theft
% % % %

14. “Solutions”
• Product
• Process
• Information
• Personal

15. Product
Highly Visible Locations
– High Shopper Traffic
– In line of sight of
vigilant staff
– Public view CCTV in
aisle
– Not in blind spots

16. Product
– Safer boxes
– Hard stickers
– Soft stickers

17. Process
Appropriate store order quantities
• Secure Delivery in one case
with one invoice
Extra controls for highest shrink
items
• Careful Picking (by sales
unit)
• Fast tracking to secure area
• Secure storage

18. Information
Regular counting of highest shrink items
– Put in the hands of the right people
– Fast determination of shrinkage level
– Determine the root causes
– Track progress

19. Personal
– Pre-employment
screening
– Contracts
– Clear awareness of
shrink and their duties
– Hot Product
Controllers

20. Project Objective
• Create new Shave Care category
- Open sales
- Systems B&R – eye level
- Brand blocking with Pre- & Postshave
• Targets:
Sales +30%
Meet Shrinkage target!!!

21. Key actions
• Road map analysis (Retailer & P&G joint investigation)
• Shrinkage prevention actions development
• Create Shave Category & test in 3 store during 2 months
• Re-apply shave category in chain stores based on key
leanings

22. Shave category creation in
Karusel
Before

23. After

24. Shave Care category in Karusel. Test
• Growth index:
- Blades & Razors +89%
- Shave Category Total +50%
• Shrinkage:
- Decreased by 2 times (percentage)

25. Next steps
• 61 stores with Shave Care category during
Jan-Jun‟10
• To ensure proper execution of shrinkage prevention
recommendations on store level
• Regular monitoring of shrinkage and sales dynamics by
store with customer
• Production and installation navigation materials for
Grooming Center