BEAUTY CARE

Gillette’s Treo assisted-shaving razor enters pilot phase

BY David Salazar

BOSTON — Gillette’s Treo razor, developed specifically for assisted shaving, is entering a new phase of its journey to shelves. The company now is inviting consumers in the United States and UK to request a product sample via the Treo website, and the razor will be undergoing a three-month pilot phase in various professional care home and institutions, with Gillette providing samples and recording feedback to refine the product ahead of its launch and after.

The razor was designed with the needs of a caregiver in mind, with a blade designed to make the shave safe and prevent clogging, a handle that allows it to be operated like a paintbrush and shave gel built into the handle.

“When researching the project, the first step was to visit a care facility to see how the assisted shaving experience is different when compared to how we shave ourselves,” Treo lead designer at Gillette Matthew Hodgson said. “Very quickly, we noticed big differences and big difficulties. For example, we realized the ergonomics of the handle and direction of the blade completely change when turned to shave another person, and thus a complete redesign would need to be engineered.”

More than 8 million older adults in the United States receive assistance with daily living activities, according to the Centers for Disease Control and Prevention. A 2016 report from AARP about caregivers and technology estimated that the caregiver market opportunity would reach roughly $72 billion by 2020, and that 71% of caregivers said they were interested in technology that would support their caregiving tasks.

“When we spoke with our partners … we learned that the primary goal of family members and professional caregivers alike is to help maintain a sense of normalcy and to support lost functions – like the ability to shave oneself,” Procter & Gamble VP research and development for global grooming Melissa Monich said. “We were struck by how important these day-to-day activities are in supporting the dignity, pride and morale of those who need assistance. This made us even more compelled to use our expertise to develop a more comfortable and safer experience — and that is what continues to inspire us on this Treo journey.”

To request a sample, click here.

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Ahold Delhaize to track U.S. own brand performance through IRI

BY Michael Johnsen

CHICAGO — IRI and Ahold Delhaize Licensing on Tuesday announced they have entered into a long-term agreement for IRI to serve as the primary partner and analytics platform of record for the brands of Ahold USA and Delhaize America.

“This is a transformational alliance that will give the brands of Ahold USA and Delhaize America a more comprehensive understanding of their businesses, improve collaboration with suppliers and provide a holistic view of the customer,” stated JJ Fleeman, chief strategy and development officer for Delhaize America. “The brands of Ahold USA and Delhaize America look forward to leveraging this partnership to grow through more effective and efficient business operations and more personalized consumer impacts.”

“The brands of Ahold USA and Delhaize America have an impressive footprint in key markets up and down the U.S. East Coast," added Andrew Appel, president and CEO IRI. "This partnership will arm their key supplier decision-makers with access to innovative and business-critical shopper and market insights, translating into better category management, a better experience for customers and better returns for the brands of Ahold USA and Delhaize America.”

“This partnership builds on the brands of Ahold USA and Delhaize America’s commitments to big data and technology to drive consumer-centric collaboration and growth,” said Nick Bertram, SVP merchandising for Ahold USA. “More than ever, winning with customers requires the right combination of strategy, tools, talent and data technology.”

Together, the brands of Ahold USA and Delhaize America represent the largest grocery retailer group on the U.S. East Coast, including the Stop & Shop, Food Lion, Giant Foods, Giant/Martin's and Hannaford brands, IRI noted.

Leveraging its technology platform, IRI Liquid Data, IRI will provide integrated point-of-sale, frequent shopper program and supply chain data for Delhaize America and POS and supply chain data for Ahold USA. In addition, the brands of Ahold USA and Delhaize America and their suppliers will benefit from simplified access to consumer insights and analytics, improved targeting capabilities to reach customers and increased effectiveness of marketing campaigns.

The U.S. brands of Ahold USA and Delhaize America and their vendor partners will benefit from IRI’s Unify visualization capabilities, which provide a more personalized view of data on an interactive dashboard with advanced rendering, display and analytics features. Brand teams and users will be able to access insights and integrate multiple, disparate data sources, to get to real-time, actionable insights.

The brands will begin the transition in early 2018.

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Survey says holiday shoppers need ‘meaningful messaging’

BY Deena M. Amato-McCoy

Retailers need relevant deals if they want to break through the “noise’ and engage with shoppers this holiday season. Retailers need relevant deals if they want to break through the “noise’ and engage with shoppers this holiday season.

According to research from Valassis, customers are doing thorough research before beginning their holiday shopping, and this means they are looking for relevant deals across channels. With 41% of value-seeking consumers using an equal mix of print and digital coupons, retailers must use meaningful messaging if they want their wallet share this holiday season. This requires companies to integrate online and offline data and use analytics to precisely target their most valuable shoppers.

“Marketers, both manufacturers and retailers alike, realize the holiday season will make or break their success for the year,” said Curtis Tingle, chief marketing officer, Valassis.

“The key to success lies in activating the right consumers with precise targeting – knowing the right audiences to engage with, the right offers to serve up and when and where to strike,” he added. “Brands and retailers can break through the holiday noise by using online and offline data to step up their targeting game and win this shopping season.”

The following steps will help retailers engage with their most valuable customers this holiday season:

Consider both past purchases and current intent: Reach shoppers in the market for clothing, electronics, toys, gifts, games and other categories by utilizing insight about their previous purchase habits. Begin messaging in advance of the holiday season with specific offers and suggestions for gift giving.

Understand your audience: Reach consumers based on their interests, online media consumption, frequency in visiting specific retailers and demographics.

Embrace the power of proximity: Leverage real-time location to reach consumers within the vicinity of your stores and establishments. This is key for small businesses to tap into local shoppers and drive last-minute purchases with limited-time offers.

Tap geo-location data: Message known, qualified consumers who live, work or travel near your location or that of competitors, which can help when promoting Black Friday and Cyber Monday deals.

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