A step ahead

Possibly no part of the human body takes more abuse than the feet — the average person will walk approximately 115,000 miles over the course of his or her lifetime, according to the American Podiatric Medical Association. And more than 
75 percent of Americans will experience foot pain at some point thanks to all that walking.

Luckily for retailers, the majority of common foot woes such as blisters, cracked skin and athlete’s foot can be treated largely with foot care products rather than costly visits to a podiatrist. Even more good news: Although foot care product sales have taken a hit in recent years, the industry is on the rebound, says “Foot Care — US,” a January 2012 report from global market research firm Mintel.

“We view it as a category poised for growth,” says Brendan Leonard, president of North Attleboro, Mass.-based Health Enterprises Inc., of the overall foot care market. “You’ve got both aging populations and a more active population trying to take better care of their health, and I think retailers will see an impact from that.”

But in order to see greater sales in the foot care category — particularly on the store brand side — retailers have to take a more active interest in the category.

“America’s retailers need to grow this category and quit being stagnated by trying to just have Dr. Scholl’s be a one-stop shop,” says Greg Rubin, CEO at Calabasas, Calif.-based Garcoa Laboratories, adding that growth can be “explosive” if done right.

Better promotion through circulars could help, notes Rubin, but retailers also could drive growth through other methods.

Teach the consumer

One method is consumer education. According to Jon Case, president of Brewster, N.Y.-based PediFix, one of the biggest challenges retailers face when selling foot care products is that many consumers have little knowledge about the category. Consumers might approach the foot care section knowing their feet hurt but unsure of the cause or which product will bring relief.

“Most shoppers don’t know exactly what problem they have or what solution they should try,” he says. “There are so many choices; it can be overwhelming.”

So how could retailers inform confused shoppers about what they need? Packaging is one way, Case says. But while a “less is more” approach with a package’s messaging works best in a number of categories, the opposite works in foot care; consider offering clear product descriptions detailing primary and secondary product benefits, as well as a satisfaction guarantee. Photos or graphics of the product are crucial for helping to visually reinforce its benefits. And placing a chart or guide providing descriptions and symptoms for common conditions in the foot care section also could be really helpful for confused shoppers.

“Signage or collateral that helps to visually identify ailments and ways to solve them is long overdue,” Case adds.

Make it stand out

Another problem many retailers have is that their foot care sections tend to look alike: a sea of Dr. Scholl’s products interspersed with some not-as-visible store brand counterparts, Leonard says. Retailers need to do a better job of making their store brand foot care items stand out.

“The opportunity within the category 
is to look for products that can drive incremental growth and identify needs that 
are not being met by the current set,” he explains. “There is also an opportunity for different retailers to differentiate their assortment with new packaging that brings new life to the category.”

One way to stand out in the private label 
foot care category is by offering a range of products that not only treat, but also pamper. For example, retailers could offer a range of foot soaks to grab shoppers’ attention, Rubin says.

Another way to stand out is to offer kits combining multiple store brand foot care products, 
Rubin explains.

“Combo packs only make sense,” Rubin says. “Tie your foot care families together and promote kit usage.”

There’s no one-size-fits-all approach to foot care, Rubin explains, and kits are great because retailers can target them toward different population segments with different foot care needs, as well as market them seasonally. For example, as the summer months approach, retailers might try selling a combo of store brand foot care products specifically designed to get feet sandal-ready. For runners, who sometimes make their own foot care kits for the common problem of blisters, a combo pack including blister treatments could be a store brand win.

And then there are diabetics, the one segment of the population retailers especially need to keep in mind, since they are prone to nerve damage and foot ulcers, which could lead to amputations. A recent Wall Street Journal article said basic daily foot care for those with the disease could reduce the number of amputations by 45 to 85 percent.

“Diabetics need to keep their feet clean, moisturized and protected from athlete’s foot, fungus and overall dry feet,” Rubin says.

Keep it affordable

Retailers looking for growth in foot care also need to take a second look at prices. When it comes to the category, both Case and Rubin note that many retailers are charging more than what customers want to pay, even for store brand offerings.

“When the customer pays too much for the value of the product, it becomes less likely they’ll return to replace it, buy a second item, or even try a new product,” Case says. “High prices may temporarily drive comparable dollar sales, but eventually, they erode unit sales and hinder long-term growth.”

Rubin says retailers should feature more opening price points for effective products, pointing out that the $5.99 to $6.99 price range has been an attractive one for Garcoa’s Blue Goo Triple Relief Nail Fungus treatment.

Above all else, when it comes to the foot care aisle, retailers need to make sure their store brand products have the quality that shoppers are looking for.

“If the product delivers on its promised benefits, provides relief and is a good value,” Case says, “the customer will return, driving sales and positive word of mouth.”