Commentary From Our President
Fighting the Flu with an All-Out Merchandising Effort
Michael D. Sleeper, President/CEO, Imperial Distributors, Inc.
The “common cold,” has always been a force behind the cough and cold department in supermarkets. But today, the flu season is loaded with more urgency and a wider assortment of items to help an increasingly anxious public.
In addition to the seasonal flu, the main worry now is a new strain that threatens more Americans with concerns that the Swine Flu or H1N1, could morph into an even more dangerous form later this year.
In the interim, retailers must do what they can to offer products that will diminish the possibility of catching the virus and help families cope with the virus if contracted.
The New York Times pointed out in a recent editorial that, while there’s no reason to panic, people should take normal precautions, including washing hands, restraining their coughs and staying home when they are sick. That’s probably good advice, but omits mentioning the many flu-related products that have already accelerated in sales demand.
For swine flu, those with young children, as well as young adults 25 and younger, are more at risk. Seniors 60 and up are thought to be less at risk, having been ‘Inoculated’ through exposure to flu viruses in the past.
Our own reports find that cough & cold sales are running several times above the average vs. this time last year, and hand sanitizer sales are so heavy that it’s tough to stay in stock. Besides the obvious lines of cough and cold medicines–augmented these days by natural, private label and homeopathic items increasingly aimed at children–the list of flu-fighters features a wide range of HBC product. They extend from vitamins to lip medications, soaps, to pain killers and sleep aids. In General Merchandise, hot items include surgical masks and latex gloves.
The grocery aisle is also seeing bigger sales gains with facial tissues, liquid bleach and spray disinfectants. Many other anti-flu friends are found in a wide range of products that fit into the wellness category. In this group are fresh and prepared fruits and vegetables, vitamin-enhanced drinks (including milk with vitamin D), breakfast cereals, yogurt and nutrition bars. In fact, under a Wellness flag including a Good Nutrition banner, Grocery has a multitude of flu-fighters, literally from soup to nuts.
And herein lies a test of store flexibility between departments. Specifically, we’re referring to cross-merchandising, chiefly between GM/HBC, grocery and perishables.
Considering the impact of this year’s flu season, it would not seem out of bounds to declare an all out cross- merchandising offensive in displaying flu-related HBC items tied into grocery endcaps with floorstands, power panels and shelf extenders.
What better way to inform shoppers that we care, than by supporting them with a flu-fighting crusade that demonstrates we are fighting the flu with an all-out merchandising effort!
For comments or questions, contact us by phone at 508-756-5156, or e-mail: msleeper@imperialdistributors.com