Take advantage of new products and cross-merchandising opportunities in your Eye & Ear Care department
by Kelly Zygowski, junior category analyst, part of Monthly Retailer Category Tips
The Eye & Ear Care category ranks 9th and contributes 4.6% of dollar sales for HBW in community pharmacy.* The dry eye segment continues to drive category sales. Longer life spans and the rising prevalence of diseases such as diabetes and rheumatoid arthritis, among others, will continue to fuel the need for dry eye treatments. The segment is expected to lead growth in 2019 and beyond.
Implement these tips to maximize sales in this department.
- The ongoing decline of the need for contact lens care means consumers are using less of these products. The increased prevalence of daily lenses is making solutions obsolete to this target market. Shoppers leave the subcategory because of both age and discomfort. In addition, it is important to review your sales in this segment to determine if you are dedicating the appropriate amount of space to these products. Use your POS data to help you better align space to sales. If you need help getting started contact us.
- Cross-merchandise a high-performing assortment of eye vitamins to make your Eye & Ear Care department a one-stop shop for your customers. If space doesn’t allow for cross-merchandising these products, use signage to inform customers where to find eye vitamins and educate your staff so they can also assist shoppers in finding them.
- Beauty eye whitening products are bringing new customers to the category and driving incremental growth of redness relievers. Bausch & Lomb Lumify™ Relief Drop 2.5ML earned a coveted HRG two-Star Rating, placing it in all large- and medium-sized planograms. If you don’t have it on your shelves, order it today.