Westside Market introduced “The Man Isle” to its four New York City locations. Strategically positioned across from refrigerated beer, the endcaps cater to men with snacks, personal care products, cereal, charcoal and other essentials. (photo by Jenna Telesca)
The shelf-stable display cannot support perishable fare, but complementary steak sauce, hamburger buns and barbecue sauce help trigger meal ideas. The secondary positioning has helped double — and even triple — sales of so-called “broceries” like Doritos, Gatorade and beer.
Duane Reade encourages a full grooming routine with its proprietary “Men’s Zone” featuring razors, soap, hair and skincare products in 44 stores. The men’s toiletry section, which will roll out to 15 more locations, is merchandised differently from women’s — first by brand and then by regimen, such as pre-shave, shave and post-shave.
Duane Reade caters to the trend toward well-groomed facial hair, but with a natural look with Braun Cruzers, Wahl Trimmers, Gillette Fusion Proglide Styler, Conair I-Stubble and old-fashioned badger brushes and shaving soaps.
A male-oriented food display at the International Dairy-Deli-Bakery Association’s annual seminar and expo’s Show & Sell Center demonstrated how perimeter departments can catch men’s attention. (photo by Jenna Telesca)
Whole grain macaroni & cheese in ham cups, pulled pork and smoked turkey legs played a supporting role to the pièce de résistance: a giant sandwich featuring two whole turkeys and an extra large bun. (photo by Frank Aymami)
In partnership with Procter & Gamble, the H.E. Butt Grocery Co. began testing P&G’s “Men’s Zone” concept in early 2010 in several San Antonio locations. Using design elements found in department stores, the section comprises over 500 personal care products for men. A flat-screen TV tuned to sports is meant to attract men to the aisle and small touchscreens with grooming tips and product advice keep things interactive. (photo © San Antonio Press-News/zumapress.com
CVS/pharmacy has also implemented the P&G concept in its men’s grooming section with entire aisles and freestanding units “For Him.”