Men in the Zone at H-E-B
Okay, it would need beer, chips and steaks to qualify for
a man cave, but 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.
concept, which includes flat-screen TVs in the aisle along with blue floor
lighting stretching its length, was developed by Procter & Gamble and now
is in test at three H-E-B locations.
“Men are likely to purchase a product
if they see how it works and if it is prominent with messages such as here’s
stuff for your morning routine, your afternoon routine and your going-out routine,” Anne
Westbrook, a spokesperson for P&G, told
the Express-News of San Antonio. “Guys like a little bit of direction.” (Five
small-touch screens with grooming tips and product advice are positioned at
eye-level throughout the aisle.)
The Men’s Zone contains 534 personal care
items and seeks to capitalize on the male grooming market, which has grown
to $4 billion annually in the U.S. According to P&G, total sales of products
in the Men Zone have grown by 11 percent since the department was unveiled.
Body-wash product sales are up by 37 percent.
Discussion Questions: 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? Are there other factors you can see
with the Men’s Zone that would account for the increase in sales?