TAUNTON, Mass. -- A Shaw's unit here is testing a new laundry merchandising concept with one of its vendors that is expected to increase sales in the fabric care segment by as much as 24%.
"It's not a new product, but a shelving concept, to present fabric care in a conceptual way -- a way to organize and merchandise a product," said one member of the sales team, who works for the manufacturer, Procter & Gamble, Cincinnati.
Shop Like You Wash is the name of the concept, the source said. He said they're working in conjunction with Shaw's on a test of new planograms and signage, which are expected to boost the fabric in home care segment's sales by 8% to 10% initially, then up to 24%.
The store manager, Kevin Morrison, declined to discuss it, and neither the category manager nor Shaw's spokesman returned calls.
A spokesman for Procter & Gamble, Michael Maurer, said he could not discuss merchandising strategies that P&G is working on with its customers, unless the customer gave the go-ahead.