Why is household important?
Customers buying Household Cleaning products spend almost double the amount the average convenience store customer spends. However, it can be a confusing category and 15% of household cleaning shoppers end up not buying products because they cannot find what they are looking for. Merchandising is crucial and dividing the fixture by room use and product type, is important. Stocking the top brands, which act as beacons, is also key. For cleaning this is Flash and Mr Muscle and for Bathroom and Toilet this is Domestos.
Why understanding affluence levels pays
An area’s level of affluence affects Household cleaning product shoppers’ choices. In stores in a less affluent area shoppers want value for money so add a cheaper alternative to the range. More affluent shoppers will pay more for added benefits (eg Antibacterial, ‘no streaks’) so it’s important to have a variety of trusted brands available. There is also an opportunity to trade shoppers up by offering specialist products like stainless steel or granite cleaner.