by Holly Ockelmann, national account analyst, part of Monthly Retailer Category Tips
Incontinence is a delicate subject. Implement these tips to make shopping this department easier for your customers.
- According to Technavio, the disposable incontinence market size will grow by 3 billion USD from 2021 to 2026. You likely have a number of patients using these products as well as new consumers entering the category on an ongoing basis. Incontinence is still a highly sensitive category, so have as much information available in the department as possible — whether that is literature or signs with QR codes that lead to educational websites. Incorporate links on your website as well so shoppers can learn from the privacy of their home if they choose to do some research before they come in to shop.
- The incontinence personal care subcategory contributes the majority of sales to the category and should be given adequate shelf space to meet demand.1 Follow your TEMPS Category Manager planogram to stock the optimal product types. Draw attention to products by adding signs to your department and make it clear on your website that if a customer’s desired product is not stocked or in stock it can be ordered (from your wholesaler) for next-day delivery. This provides your customers an additional convenience as well as keeps them from shopping at other stores or purchasing from other online sites.
- Over 60% of the disposable pads, shields, guards & drip collectors launched over the past year have been in economy pack sizes. As pack counts increase, typically the cost per unit decreases. This trend will continue as consumers look for cost saving measures during economic hardships.1 Consider creating a subscription service for your incontinence customers. Offering subscription delivery of these products removes any embarrassment customers may have about buying items in the store and they won’t have to worry about when they need to replenish supplies. The advantages to your business are customer loyalty, reliable, recurring revenue, and the opportunity to include direct promotions or offers in every delivery to further boost sales. If you are interested in learning more, check out this article, How To Start a Subscription Business: A 2022 Guide — Find an Idea (shopify.com)
- HRG Tri-PAC data, 52 weeks ending 5/31/2022
