SAN FRANCISCO — Performance-driven merchandising company Quri recently shared the results of its study examining the importance of continuous in-store merchandising execution data in helping health and beauty brands drive increased return on investment during awards season.
The study looks at how 15 brands performed in Target and Rite Aid during two major award shows when it comes to overall display presence, display location and out-of-stock levels at a time when brands are spending millions in awards show advertising. It tracked the lip, hair, skin, nail and eye category, including such brands as Burt’s bees and Cover Girl, Clairol and Garnier, Dove and Olay, essie and Revlon and Maybelline and Rimmel, among others.
The data shows that Rite Aid, despite having a smaller store on average than target, had a similar display presence to Target’s — and even outperformed Target in nail display presence during the Oscars. Rite Aid also prioritize front-store merchandising during both the Oscars.
“Smaller format stores are generally more space constrained, so they must get more creative in the types of displays they use and the locations in which they display beauty products,” Quri CEO Justin Behar told Drug Store News. “ For instance, for Oscars merchandising, Rite Aid used far more shippers (15%) shelving racks (9%) and other (19%) displays vs. Target who used mostly endcaps (88%). From a perspective on display location, Rite Aid had a much higher % of their beauty displays at the front of the store (23%) vs. Target (2%).”
Behar also noted, “This data is important to all drug stores as they continue to compete for beauty consumers from the Mass Channel and online retailers. Consumers appreciate drug stores for the convenience of getting in and out quick, so if drug retailers can find a way to create effective points of disruption while still enabling the ease of getting in and out quickly, they will be more likely to capture the sale.”