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Freshening up the Booths Laundry range

The DCS Category & Insight team worked in partnership with Booths supermarkets to complete a full Laundry range review across their total estate of 28 stores.

Emily Darvill

3 mins

/ 18th March 2021
  • Sales & Distribution
  • Category Insight

The DCS Category & Insight team worked in partnership with Booths supermarkets to complete a full Laundry range review across their total estate of 28 stores.

We presented impartial range recommendations, merchandising advice and planograms to the Booths laundry category buyer. The project included a review of all the key laundry sub-categories (detergents, fabric conditioners, fabric refreshers & ancillaries). The new product range went live in Booths stores on 1st October 2020, supported by Booths’ social media channels.

The review included new listings of on-trend products and categories, including Lenor Exotic Bloom fabric conditioner, Botanical Origin natural laundry detergent & fabric conditioner, and Lenor in-wash scent booster.

Booths store EPOS data showed significant sales growth during the 3-month period following launch:
Laundry category
88 %
Sales growth
Generated
100 K
Incremental sales

Of the 18 new SKUs that were listed in the product range, notable successes included:

  • Vanish Oxi Action Spray 500ml – the best-performing new SKU recommendation, accounting for 14% of the Laundry Additives category
  • Lenor Exotic Bloom became the 1 Lenor SKU, overtaking the previously top-performing Spring Awakening variant


The DCS Category & Insight team provide impartial category advice, range recommendations, and guidance on digital and omnichannel activation. Contact your DCS account manager to find out more.

Source: Customer EPOS DCS Data – 1st October 2020 – 14th January 2021

* Data represents DCS sales only