Kerr's mix covers all the bases

Chain Drug Review, Sept 1, 2008

RALEIGH, N.C. -- Economic sluggishness has not trumped hair care sales at Kerr Drug, thanks to the chain's mix of low- medium- and high-price products, says cosmetics and beauty aids category manager Kelli King.

"This allows consumers multiple choices based on their budgets," she says. "We also believe that consumers will purchase more in our stores when their budgets don't allow them to visit their salons as often as they used to."

Salon products are doing exceedingly well at Kerr, notes King. "We're very fortunate to work with a distributor that is as anxious as we are to grow our business," she says. "We're able to offer our customers the latest and greatest salon brands out there." Another major contributor to category growth at Kerr is the styling aids segment. Suppliers are doing their part by developing faster and easier products that can create different styles in minutes without harming hair, King remarks.

Kerr tries to differentiate its hair care presentations by merchandising shampoos/conditioners separately from styling, color and professional hair care departments. "We have done this to develop these segments individually in stores based on their current demand," says King.