Air fresheners had one of the highest conversion figures of any category surveyed in Shopper’s Eye, with more than a quarter of people who had not intended to make a purchase persuaded to do so.
As an infrequent purchase category - 55% buy an air freshener less than once a month - the conversion rate of 27% is the result of a colourful display that attracts shoppers to the fixture.
Once their attention is captured, experienced shoppers were able to navigate well and rapidly deselect the items that were not relevant. However, less experienced shoppers had to work hard to identify the type of product on offer before they even began to consider whether the fragrance was one they liked.
Comments from shoppers were mixed, ranging from the comments that the display offered a good choice to views that not enough products were on display. One shopper thought all the products were so crammed in that it was difficult to see what type each was. This inexperienced shopper resorted to using price to differentiate products rather than attempting to work out the type.
The vast majority of the shoppers were over the age of 35 and were loyal to the category. Recent product innovations and a TV advertising campaign had attracted a couple of new shoppers into the category.
Shoppers appeared either to buy spray fresheners or static products and new buyers had been brought into the market through the spray product.
One woman shopper was looking for Febreze, a fabric deodoriser, which she had not bought before and assumed it would be with air fresheners. This shopper had also spent some time looking at all the toilet blocks, mistakenly thinking they were the air fresheners because some of the packaging and brands suggested air fresheners to her.
A male shopper was looking for a spray for his son’s trainers and also one for his own car. He assumed they would all be together with general household air fresheners.
With the innovations and extensions into combating odours in trainers, fabrics and the like, it could be time to reconsider the fresheners category and position products together to help the shopper locate them in store.
Closer association with other odour-combating products could bring new shoppers to the air fresheners category or vice-versa.
Brands dominate the category, with 73% of shoppers buying a branded product and 45% remaining brand loyal. Generally shoppers of air fresheners are open to exploring the category. The experienced shoppers were aware of recent innovations and looked for new aromas, testing them by opening packs and smelling.
One third said that smell was the key influence to a purchase, while 13% cited advertising or an offer. Shoppers were open to promotions and 73% said they would consider changing brands if there was an offer. They did not qualify their view with “as long as it was a brand I have bought before”, as they often do when we ask the question about food categories.
However, shoppers were in no doubt they would switch brands if the one they wanted were out of stock.
As an infrequent purchase category - 55% buy an air freshener less than once a month - the conversion rate of 27% is the result of a colourful display that attracts shoppers to the fixture.
Once their attention is captured, experienced shoppers were able to navigate well and rapidly deselect the items that were not relevant. However, less experienced shoppers had to work hard to identify the type of product on offer before they even began to consider whether the fragrance was one they liked.
Comments from shoppers were mixed, ranging from the comments that the display offered a good choice to views that not enough products were on display. One shopper thought all the products were so crammed in that it was difficult to see what type each was. This inexperienced shopper resorted to using price to differentiate products rather than attempting to work out the type.
The vast majority of the shoppers were over the age of 35 and were loyal to the category. Recent product innovations and a TV advertising campaign had attracted a couple of new shoppers into the category.
Shoppers appeared either to buy spray fresheners or static products and new buyers had been brought into the market through the spray product.
One woman shopper was looking for Febreze, a fabric deodoriser, which she had not bought before and assumed it would be with air fresheners. This shopper had also spent some time looking at all the toilet blocks, mistakenly thinking they were the air fresheners because some of the packaging and brands suggested air fresheners to her.
A male shopper was looking for a spray for his son’s trainers and also one for his own car. He assumed they would all be together with general household air fresheners.
With the innovations and extensions into combating odours in trainers, fabrics and the like, it could be time to reconsider the fresheners category and position products together to help the shopper locate them in store.
Closer association with other odour-combating products could bring new shoppers to the air fresheners category or vice-versa.
Brands dominate the category, with 73% of shoppers buying a branded product and 45% remaining brand loyal. Generally shoppers of air fresheners are open to exploring the category. The experienced shoppers were aware of recent innovations and looked for new aromas, testing them by opening packs and smelling.
One third said that smell was the key influence to a purchase, while 13% cited advertising or an offer. Shoppers were open to promotions and 73% said they would consider changing brands if there was an offer. They did not qualify their view with “as long as it was a brand I have bought before”, as they often do when we ask the question about food categories.
However, shoppers were in no doubt they would switch brands if the one they wanted were out of stock.
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