P&G HELPING TO DELIVER BABY CARE CENTERS

MARYELLEN LO BOSCO

CINCINNATI -- Procter & Gamble here is working with retailers to create Baby Care Centers.

The effort is based on P&G research that confirms shoppers want a one-stop shopping experience in the category, according to Scott Stewart, public affairs manager.

The study was conducted this year with focus groups in Louisville, Ky., and Chicago, and in a follow-up representative, national survey of 2,500 consumers in diapering households. About 65% of respondents were identified as consumers who primarily shop the grocery channel.

According to the study, 31% of those shopping in grocery stores "definitely will shop" for baby items. This percentage increased to 61%, however, if the store has a baby care center, and to 77% if the store has both a baby care and child care center.

P&G, maker of Pampers, is providing financial support to retailers who agree to implement one or more of a variety of "key learnings" gleaned from the study. These key learnings include improving retail fundamentals, which means better selection and variety and both staple and non-staple items, so the baby care center becomes a one-stop shop; keeping all items in one location; creating an enjoyable shopping environment and experience; providing information and education on both baby care and on products; and creating manufacturer/ retailer incentives.

The test of the baby care center will vary by retailer, Stewart said, so not all learnings will be tested in all stores.

Retailers, who will implement the key learnings in one or two stores, are free to use any products or promotional material that support the execution of the BCC, as long as it includes the promotion of Pampers, Stewart said.

"Some retailers, like Kroger, have existing baby care centers. They may want to take that money and start a baby club, for example," Stewart said.

P&G has begun testing the concept with some retailers, whom Stewart declined to identify. Every P&G customer is likely to take advantage of the program, said Stewart.

P&G expects to have the full complement of test sites in place by next month. It will begin shipping such items as informational video kiosks and parenting guides to retailers in February.

The manufacturer expects to have results of the first test by the end of 1998.

P&G also studied mass and drug channels and will conduct tests in those arenas.