DCS Group has worked with Unilever to create a range of pricemarked personal care products, including Dove and Sure deodorants, Impulse body sprays, Dove body wash and Simple moisturiser and face wipes.
The Unilever SKUs join 34 other pricemarked lines created over the past 12 months, covering a range of brands and shopper needs across the household, health and beauty categories, including shampoos and conditioners, bar soaps, household cleaning products, laundry detergents and fabric conditioners. Within this, the group claims that its £1.99 Fairy Antibacterial Washing Up Liquid 625ml and £2.99 Head & Shoulders 2-in-1 Men Total Care 225ml have been especially successful.
The new packs are helping wholesalers and convenience retailers meet the needs of price-conscious consumers throughout the pandemic, states the firm. “The pandemic caused well-documented challenges for the FMCG supply chain and many suppliers rationalised their product ranges,” said Matt Stanton, head of category and insight at DCS Group. “In some cases this resulted in PMPs and other convenience-specific SKUs being delisted leaving wholesalers and convenience operators vying for the same packs as the supermarkets.”
“We offer impartial category advice, using data and insight to help our retailer, wholesaler and supplier partners differentiate themselves from the competition. We use market data to identify gaps in the market, and work with our Co-Packing team and our brand manufacturer partners to create the right packs that will drive sales in convenience stores,” Stanton added.
He claimed that PMPs were a winner for c-stores. “PMPs give shoppers price confidence, and 43% of shoppers say they are more likely to shop in a convenience store that sells them [Lumina Intelligence CTP 2020]. Shoppers say a PMP reassures them that they are not being overcharged, and one in four shoppers think a pricemark means the product is on promotion [ibid] . Research also suggests shoppers are actively looking for and buying products on promotion as a means of shopping smarter and saving money [IGD ShopperVista, Jan 2021],” Stanton said.
The DCS Co-Packing division also offers a range of other capabilities including artwork and pack design, creation of customised displays, product labelling, wrapping, and bespoke pack creation. The team help generate in-store theatre and deliver impactful brand messages by creating customised display and packaging solutions to meet the needs of every customer, making products fit for purpose to drive sales in a specific channels, and helping retailers create a point of difference by customising packs and creating unique, exclusive SKUs.