CPGmatters: McNeil Provides Solutions at Shelf for Shoppers of the OTC Drug Category
Through a special arrangement, presented here for discussion is a summary of a current article from the monthly e-zine, CPGmatters.
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. Consumers have to deal with a wide variety of products and often hard-to-read information on small packages. Easily assessing product information becomes critical when consumers are taking other medications and need to avoid side effects from mixing drugs. People also need to shop the section more quickly when decisions are urgently needed.
The study -- focusing on pain relief, upper respiratory and digestive health -- found that shoppers want better category organization and improved navigational messaging. Over 80 percent of them recommend organizing and messaging the shelf according to symptom.
"As they go down the aisle, shoppers want to see a proper flow of products that make sense," said Michael Pishvanov, associate director of shopper marketing sales strategy at McNeil Consumer Healthcare speaking in a presentation at the recent Shopper Insights in Action conference.
"There are certain things than can be done that can help. Using colors, for instance, can help differentiate segments. You want to be careful and not create a whole rainbow at the shelf, but still make some distinctions."
More than eight of 10 shoppers (81 percent) want more OTC drug information on the product package itself, more than half (54 percent) desire more signage, and four of 10 (41 percent) would welcome personal advice from a pharmacist.
The important role of major brands was singled out by shoppers. They would welcome "beacon brands" to help draw them to the products they are looking for in the cluttered nonprescription drug section. Shoppers say using well-recognized national brands such as Tylenol and Benadryl serve as "beacons" to help navigation in the section.
"We recommend using beacon brands at top of the shelf to draw people in," said Mr. Pishvanov. "So, from 30 feet away, somebody can look and -- even if they can't speak English -- realize what that category is."
The study confirmed that all shopping trips are not the same. The two major trip types are replenishment (people who know about a product and are merely replenishing it) and immediate or urgent need (to treat or cure an ailment).
That is why "we recommend developing strategies based on trip type and not just by focusing on a category," explains Mr. Pishvanov.
He also recommended that retailers leverage their unique strengths such as one-stop shopping and large assortments (but with better organization and navigation cues). Other opportunities to focus on include staging promotions and relying on available advice from a pharmacist where possible.
Discussion Questions: How can retailers improve the "shopability" of the OTC drug category? What do you think of the suggestions in the article, particularly the use of 'beacon brands' to improve navigation?