Category Baby is the heart of Johnson

Johnson Johnson over the corner & baby, with new configuration. Created in 2001, the space of the whole category of products to children, facilitating the lives of mothers, principal Shopper. Over time, this work was forgotten.
Now, the company is revitalizing the category group, present in 80% of Brazilian homes and more than 260,000 Buyout. "the Baby is the heart of Johnson, because life begins in the baby and have a portfolio that takes care of all ages , treating or preventing disease. So the category has a great importance, being one of the key to our business in Brazil and in the world, "says Fernando Bueno, commercial Director of Johnson Johnson in Brazil, & exclusive interview to the newspaper Fun News. According to data from Nielsen, Johnson holds a third of the market that moved R $2.4 billion in 2016. The company works under category three mottoes: Research (shopper profile), product development and exposure in the gondolas.
Shopper Profile
Johnson also presented studies that claim that the average ticket of a mother is 40% higher than any other woman and, therefore, the company leverages to prepare the retailer for the various nuances of your shopper. "Our job is to make sure that this category is extremely effective at the point of sale and that the retailer has exactly the portfolio that he needs to be able to meet the needs of the mother, which is not rational only at the moment. Has a very important emotional nuance that, when you can make it in the media to the point of sale, there is a maximization of sales, "says Bueno. Still within the shopper profile category, 86% are women, 79% are married and 47% aged between 30 and 39 years.
Exhibition in Gondolas
In the store, the company is in order to create an environment that reflects the tenderness of the baby, providing greater interaction the shopper with the products, in addition to using visuals that help find the category, as the end of gondolas and aerial communications. In this environment, more recommendations: split routines like bathing products, pós-banho and changing diapers; block products by age range and separate by tags; and at the top of the gondola must be products of pós-banho, in the central, and, in the footer, bar soaps and liquids.