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Joel Warady's RetailWire Blog
February 3, 2010
Men in the Zone at H-E-B
FROM RETAILWIRE:
H-E-B's new Men's Zone department is looking to stake out some space specifically for guys looking for answers to their grooming needs. Will increased emphasis on men's grooming products in other stores lead to the types of increases H-E-B has seen with its Men's Zone test?
MY COMMENTARY:
CPG companies have been looking for ways to grow the male grooming products business for years. It is not working well. This is a great experiment, that will eventually be shut down. Getting men to walk into a grocery store, and buy grooming products, will be a stretch. And if they are there with their significant other, they will watch TV, and leave without a purchase. P&G is willing to try various ways to reach men (see Art of Shaving). The fact is, men have a long way to go before their buying habits change enough to really make a difference in sales. |
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