Partners for Growth, Unilever’s impartial convenience and retailer advice initiative, has reinvigorated its website after a survey among retail users found site navigation wanting.
Unilever launched Partners for Growth 15 years ago in recognition of missed sales opportunities in convenience stores when shoppers could not find want they wanted.
Unilever’s survey found that 95% of retailers would recommend the site to other retailers.
Category advice was of particular interest and the site carries different-sized planograms, bestseller lists, retailer testimonials and in-store activation case studies.
Feedback also showed, however, that some retailers had not been aware of some of the content on the site, because of poor navigational features.
The redesigned site now incorporates a simplified navigation facility whereby retailers can access information they want via a sub-divided drop-down menu.
Users are directed to specific areas of the site such as category and shopper advice, sales growing opportunities, business advice from the “retailer panel” and an area where retailers can contact experts for help.
The new content includes updated category planograms and bestseller lists, a seasonal calendar to make retailers aware of upcoming events, extra insight on in-store merchandising and new retailer mentoring case studies.
“We regularly seek feedback from our site users and so in our 15th year, we wanted to ensure that we continue to provide them with the most relevant content and best possible user experience,” said Unilever channel category manager Matthew Trembath.
“Overall we were delighted with the survey findings, and are proud that 95% of the respondents would be happy to recommend our advice to other retailers. However, what was also clear is that changes needed to be made to the navigation, so that retailers can easily find the full scope of the content available.”