Cleaning Up with The Range
In early 2020, The Range were looking to improve the sales performance of their household cleaning product range.
This was then accelerated by the pandemic outbreak, with shoppers becoming much more engaged in the category, scrutinising on-pack performance claims and gravitating to the trusted brands. At DCS, we were able to work closely with The Range’s team to improve their proposition both in store and online.
Total sales of household cleaning products grew by more than four times – from £260k in 2019 to £1.4m in 2020.
With cleaning being such an essential category in 2020, it was important that we created an open, collaborative partnership with the team at The Range. We worked together to ensure the right products were on shelf at the right time, supported with the right display activities in store to drive sales. The strategy was built around a core range of products, supported by range extensions that encouraged add-on sales and cross-shopping, to ensure as many shopper needs were covered as possible.
With many new and updated cleaning products arriving on the market during the first lockdown period, quick reactions and flexibility were important. The Range were able to launch products quickly enough to tie in with supplier advertising plans.
The 2020 plan included helping to launch a number of high-profile Flash products, including Flash Spray Wipe Done, Flash Traditionals and Flash limited edition Christmas products. We increased the number of SKUs from 22 in January to 50 by the end of the year, helping to drive the 438% YoY increase in sales.
The Range also launched Flash Power Mop in January 2020, supported by FSDUs from P&G. It was a hugely successful launch, driving more than £130k sales in the first 3 months. Following on from this success, we worked with both P&G & The Range to agree a permanent Flash mop in-store display in 160 stores, featuring an incremental listing on Flash Speed Mop. The final result was a product range that delivered £750k incremental sales by the end of 2020.
The product range was supported by an outstanding retail and marketing execution plan running throughout the year, including instore FSDUs, gondola end displays, quick turnaround of new product listings on their online shop, and product features, competitions and giveaways through The Range’s social media channels. We also worked closely to help ensure The Range’s social media plan complemented that of P&G, and dovetailed with activity from their high-profile influencers such as Mrs Hinch and Jottie’s Journal.