New P&G videos showcase practical benefits of collaboration

P&G has launched a range of advice-led videos for independent retailers, designed to provide professional insight, offer helpful category advice and promote close collaboration with its brands.

Left to right: Susan Connolly, Raj Aggarwal, Justin Whittaker, Rav Garcha and Sid Sidhu.

Covering a range of topics, from convenience best-sellers, to tips on maximising the laundry fixture, the videos are now live on P&G’s ShelfHelp website and dedicated YouTube channel. The videos cater to both smaller and more wellestablished stores, featuring interviews with a number of P&G’s ShelfHelper retailers.

The new content is the latest move by P&G to demonstrate an increased commitment to independent retailers. Most recently, the company implemented a second round of relays across ShelfHelper retailers’ stores throughout the country, following on from remerchandising their laundry fixtures earlier in the year.

Sandeep Hegde, Channel Sales Director, Procter & Gamble, says: “Working closely with convenience retailers is a key priority for us. No one knows their shoppers like the shopkeepers themselves, which is why we invested in the ShelfHelp scheme to hear this invaluable feedback directly from the ‘horse’s mouth’. We see this as a two-way relationship and are committed to making sure we provide the right kind of support, including practical guidance that retailers can apply to their business. From the outset, our ShelfHelp scheme was designed to benefit everybody. Engaging, genuinely useful video content is our latest step to achieve this.”

Atul Sodha, Londis Harefield retailer, adds: “Professional advice is crucial for a store manager such as myself. With a category you may be less knowledgeable about, like laundry, it’s easy to neglect how it’s laid out in-store. I’ve seen a visible change since P&G re-merchandised my shelves. Fewer customers are asking me where products areas are as they are now better sited – plus, they’re selling well too.”