Glazes were discharged from 3% in 2015

It''s rare that the woman leave the House to buy Nail Polish at the supermarket. But from the moment that she''s inside the store, on impulse and convenience, she can put the product in the cart. Plus: can become faithful to the store by always find the category on it. So much so that the glaze presented nominal growth in food retail of 12.4% in revenues in 2015, according to Coty based on data from Nielsen. Discounting the average inflation of the period, from 9.01% calculated by the IPCA, the high was 3%. It is a good result considering the economic difficulties of the country, which led to the retraction of the income. The billing of the category reached about R$ 190 million last year.
Nielsen''s research indicates that the creamy polishes are sold. Represent 68% of sales volume, while shimmering account for 25% and, by 7%. According to Coty, consumers are always looking for news. Hence the need to be attentive to the supermarket versions of the gondola. A tool that can help in defining a more appropriate mix and the best strategies to sell Nail Polish is catogoria management. The tool is also important, as there are several studies indicating that the buying decision occurs mainly at the point of sale.
The Coty remember that, according to studies, the relationship of the shopper with enamels is quite emotional. And, the less rational is to purchase, the more time the shopper interacts with the gondola. So, one of the most valued factors is the Organization, since it helps identify news.
Recommended exposure the glaze must be located in the perfumery sector, next to hygiene and beauty products and makeup. The Coty even recommends that exposure of the products be grouped by brand. In each, the segments must be horizontal.
The first shelf must be exposed the complementary items (creams, sprays driers, etc.), followed below by treatment (bases, empowering, levellers, etc). Just below should be exposed the kits, collections and special editions. On the bottom shelf, expose the glaze of regular line, devoting more space to them. Start by dark colors and finish with the egg whites.
According to Coty, the color display facilitates the choice of the shopper. Studies by the manufacturer indicate that, when you can''t find the color you want, the consumer changes, because hardly store replaces one color for another
Cross merchandising to raise sales, one suggestion is to put the glaze on clipstrips (blister) in places of great women traffic near female categories and near kits for this. Enamels on display at checkout also accelerate the spin.