P G retail ambassadors

The retail ambassadors: L-R Susan Connolly, Raj Aggarwal, Justin Whittaker, Rav Garcha, Sid Sidhu

A team of retailer ambassadors has been set up by Procter & Gamble to help shops solve the “confusion” over merchandising household goods.

The consumer goods giant’s ShelfHelpers were aiming to conquer the perception that laundry, homecare, health & beauty, and baby products are “difficult” and “confusing” categories, P&G said.

The ShelfHelp panel comprises Spar, Spend N Save, Londis, SimplyFresh, Premier Stores, Go Local Extra, and One Stop retailers.

They will help shape P&G’s future plans by trialling new product development and seasonal PoS solutions.

“The convenience sector is a major focus for us and while the channel continues to witness growth, we know there are many challenges facing retailers,” said P&G head of convenience Sandeep Hegde.

The retailer ambassadors and P&G convenience teams met at the company’s first ShelfHelp forum at its Surrey headquarters in Weybridge this month.

“The forum really reiterated the strength of progressing with some of our plans but also helped us review how we may evolve other activations we have in the pipeline,” added Hegde.

“It is genuinely an insightful initiative and we look forward to working closely with the retailers in-store over the summer to see projects go live and, in turn, educating other store owners on ways to further grow sales in this all-important channel.”