DCS Group, a leading distributor of health, beauty and household brands, has introduced a new range of 43 price-marked packs (PMPs) to help wholesalers and retailers within convenience meet the current needs of shoppers.
Using data-driven market insight and by collaborating with personal care and household brands, DCS stated that it had identified key opportunities to introduce new PMP SKUs that will help wholesalers and retailers increase sales across the independent convenience channel.
“The pandemic caused well-documented challenges for the FMCG supply chain and many suppliers rationalised their product ranges. In some cases this resulted in price-marked packs and other convenience-specific SKUs being delisted leaving wholesalers and convenience operators vying for the same packs as the supermarkets,” said Matt Stanton, Head of Category and Insight at DCS Group.
“We offer impartial category advice, using data and insight to help our retailer, wholesaler and supplier partners differentiate themselves from the competition. We use market data to identify gaps in the market, and work with our Co-Packing team and our brand manufacturer partners to create the right packs that will drive sales in convenience stores.”
DCS recently supported Unilever in launching a range of personal care PMP products in March, including Dove and Sure deodorants, Impulse body sprays, Dove body wash and Simple moisturiser and face wipes. These new SKUs follow 34 others created over the past 12 months, covering a range of brands and shopper needs across the household, health and beauty categories, including shampoos and conditioners, shower gels and bodywashes, deodorants and body sprays, moisturisers, face wipes, hand washes and bar soaps, household cleaning products, laundry detergents and fabric conditioners. The new packs are said to be helping wholesalers and convenience retailers meet the needs of price-conscious consumers throughout the pandemic.
Alongside the new Unilever range, other successes include a £1.99 PMP version of Fairy Antibacterial Washing Up Liquid 625ml and a £2.99 PMP variant of Head & Shoulders 2-in-1 Men Total Care 225ml. New SKUs are being added to the range regularly.
Stanton concluded: “Price-marked packs give shoppers price confidence, and 43% of shoppers say they are more likely to shop in a convenience store that sells them. Shoppers say a price-marked pack reassures them that they are not being overcharged, and one in four shoppers think a price-mark means the product is on promotion. Research also suggests shoppers are actively looking for and buying products on promotion as a means of shopping smarter and saving money.”
NAM Implications:
- Given the category research…
- …and the need for all suppliers to optimise the wholesale route to local convenience…
- …this DCS initiative is a no-brainer.
- i.e. too good to miss?
