Joan Treistman

CPGmatters: McNeil Provides Solutions at Shelf for Shoppers of the OTC Drug Category

July 21, 2010

FROM RETAILWIRE:
Research from Johnson & Johnson, the parent of McNeil Consumer Healthcare, found that OTC drug is a complex category that leaves shoppers overwhelmed and often confused. How can retailers improve the "shopability" of the OTC drug category?      [more...]

There is an opportunity to learn from best practices in other categories. Focus on the package and immediate surrounding signage. Don't expect that signs will be read, but rather that signs will help guide the way. Therefore, the fewer words the better. Use color coding to help point out that this section is different from the others and make it a one, two message. This area contains this kind of product. From that point on the packages take over.

Consumers don't have the time and won't take the time to ask for a buddy to walk along the aisle with them. In these categories, shoppers make up their own mind. They'll take the time to make an informed decision, but it's a finite amount of time. Marketers need to learn what that is.

Take a look at what happens at the shaver and razor section. Observe the shampoos and conditioners display. Any category where consumers have many choices and an extreme number of line extensions can assist the understanding needed for OTC.

Many years ago, when Pepcid was first coming into the OTC market I worked with J&J to determine packaging that quickly identified the product and brand. We went further to assess the various planograms that would highlight the product, unique then among other wannabes. The results were based on consumer behavior and made a big difference to provide quick and accurate communication at the point of sale.

Today we use even more comprehensive research methodologies and technology to study, learn, guide and optimize. It's a matter of taking the time, investing and paying attention to solid learning.

An important advantage marketers have in the OTC category is that consumers will spend time at the shelf. They don't just grab and go. But it's critical for the marketers and designers to lead the shopper in their brand's direction. The article did not offer the real options for leveraging consumer insights.