Unilever and Magnet are collaborating to drive growth in health and beauty categories. They tested Unilever's expertise in new store layouts and navigation elements in a Magnet hypermarket. This led to a 10-15% sales increase. Future plans include expanding the test to more stores and categories. The collaboration uses Unilever's Customer Insight and Innovation Centre to gain insights and simulate opportunities through virtual and physical retail labs. This helps organize categories effectively and attract more shoppers to the health and beauty area through clear signage and segmentation.
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Ниже мы опишем 5 острых как бритва советов, которые могут сделать из вашего сайта скульптурный шедевр или превратят его в кровавое месиво. Используйте с осторожностью.
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Представьте пакеты с пастеризованным молоком, выпадающие из-под коровы прямо в процессе дойки. Мы это сделали!
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Юзабилити – показатель удобства и простоты сайта. Для многостраничного сайта и лендинга принципы построения блоков и показатель юзабилити варьируется. То, что норма для большого сайта – ночной кошмар конверсии на лендинге.
Ниже мы опишем 5 острых как бритва советов, которые могут сделать из вашего сайта скульптурный шедевр или превратят его в кровавое месиво. Используйте с осторожностью.
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Read the full story on the Drift blog here: http://blog.drift.com/sales-team-tips
Представьте пакеты с пастеризованным молоком, выпадающие из-под коровы прямо в процессе дойки. Мы это сделали!
Imagine packages with pasteurized milk falling behind the cow right in the process of milking. We make it happen!
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3. Unilever is an expert in Health & Beauty categories
UL #1 UL #3 UL #2 UL #2
1%
5%
8% 18%
9% 34% 1% 31%
4%
9%
10%
11% 7% 7% 11%
OTHER
13%
16% AIST
29% 27% 1%
RECKITT BENCKISER
15%
EVYAP
14% 15% 11%
NEVSKAYA KOSM.
41% KALINA
3% 4%
16% COTY
13% 14%
HENKEL - SCHWARZKOPF
P&G
L'OREAL
deodorants hair care shower gels soap
COL. PALMOLIVE
BEIERSDORF
UNILEVER
4. Unilever Health & Beauty strategy is based on Macro
Category Growth Drivers
Regime & Routine Life Stage Male Grooming Relevant Innovation
Trading Up, Fashion & Trends Endorsement Retail Execution
Reaching down & Expertise
5. Health & Beauty Category drivers – implications in store
Growth Driver Implications in store
Regime
& Routine
Life Stage
Male Grooming
Innovation
Trading Up,
Reaching Down
Fashion
& Trends
Endorsement
& Expertise
Retail Execution
6. How to drive Health and Beauty categories?
More users
More usage
More benefit
7. How to grow Health & Beauty?
Get Shoppers Get Shoppers to
Drive basket size
down the aisle slow down
8. Magnet is one of the key modern trade Customers in Russia
9. Magnet fast and swift development on Russian
market is impressive
1994–1998 1998–1999 2001–2005 2006–2009 crisis 2010–2011
Foundation of First convenience Rapid regional roll- Leading food retailer Acceleration of
wholesale business store opened in out: 1’500 stores in Russia by number growth – 800 conveni-
by Mr. Galitskiy Krasnodar by the end of 2005 of stores ence stores and 27
Tander becomes Experiments with Adoption of IFRS IPO in 2006 hypermarkets added
one of the major format Strict financial Independent director in 2010
distributors of Stores merged into control elected to the Board Large investment
household products Magnit discounter Performance-linked Audit Committee programme for 2011:
and cosmetics in retail chain compensation established plan to make Capital
Russia Corporate govern- expenditures of about
Decision to expand ance rules estab- $1.8 bn
into food-retail lished to comply with Plan to open up to
market best practice 800 convenience
SPO – 2008, 2009 stores and up to 50
24 hypermarkets hypermarkets during
opened in 2007-2009 2011
636 convenience Ongoing efficiency
stores opened in improvement
2009 (the total store
base is 3’228 as of
Source: http://magnit-info.ru/investors/press/ December 31’2009)
10. Extensive growth is one of key sources
of development for Magnet
Key operational indicators
2011 2010
Number of opened stores, NET 1254 827
Total number of opened stores 5309 4055
Total trade area, thousand square metres 1970.16 1422.38
Source: http://magnit-info.ru/investors/press/
11. Opportunities for Magnet and Unilever cooperation
in Health & Beauty are significant and impactful
Magnet – Reinventing Unilever Health & Beauty
Hypermarkets & Perfumeries, expertise and knowledge
intensive growth of Health using CiiC technology
& Beauty categories
Implement Health & Beauty project
through collaboration in test stores
Sales increase in Health & Beauty
categories by +10 +15 %
12. CIIC – what does it mean?
CIIC — CUSTOMER INSIGHT AND INNOVATION
CENTRE OF UNILEVER
London
N. America Paris Shanghai
Singapore-
Nov 2010
Sao Paolo
Sept 2010
20. Magnet and Unilever used Global Health & Beauty
expertise in lay-out organization
Beauty Personal Health Male
Care Care Care / Specialist grooming
Benefits: Key insights
1
2
21. Magnet confirmed Unilever Health & Beauty
lay-out in Hypermarket test store
New accepted lay-out based on:
- Level of penetration
- Top 3 key categories that bring
value to Magnet
*1 - Number of racks for category placement
22. Male Shopper research that was held especially for Magnet
confirmed the necessity to create Male Grooming area
Male Grooming key insights*:
1
2
3
4
5
6
7
Male Grooming categories should be together in Health & Beauty
department and stands separately from female and unisex categories
23. Male Shopper research that was held especially for Magnet
confirmed the necessity to create Male Grooming area
Magnet male shoppers desires and wishes*:
29. Navigation elements are visible from any point in the store
and attract shoppers into Health and Beauty department
30. All H&B area is clearly segmented and helps shoppers
to find product on the shelves easily and spend more
time in the department
Toppers with category
segmentation
Stoppers
Floor stickers
Shelf dividers
Shelf strips