Britain’s retail landscape has shifted in the past decade, and brands seeking growth must be physically and mentally available where the shoppers are.
One of the classic routes to growth for brands is quite simply to be available to buy in more places, pulling the growth lever of more presence. The expansion of both grocery discounters and bargain stores provided a perfect opportunity for brands to expand their reach.
Flash, the eighth most chosen homecare brand last year achieved listings in Lidl. They launched the Flash mop in two different varieties, the speed mop and the power mop, with such popularity that there was frequently a waiting list on Amazon because it sold out so fast. Once the main mop is purchased, the cloth and liquid refills are also available, thereby locking the buyer into the brand.
Harpic’s 10% CRP growth was due to both more shoppers and being chosen more frequently, with availability in stores such as Home Bargains and B&M. They launched a lavender version of the Active Fresh toilet block and the premium Power Plus product has also been successful.
Cushelle in position 19, has grown in the last year by 14% and now accounts for 25% of the toilet tissue sales in Lidl. Cushelle Quilted has grown 29%, while Cushelle Original drove volume by focusing on bigger packs: the range has gained 171,000 shoppers in the last year due to this tactic. To capitalise on the brand’s success, Cushelle launched a facial tissue product at the start of 2019.
