The most important category in term of sales generated through petrol stations in the first three quarters of 2008 are car air fresheners (Nielsen). The importance of this channel for selling air fresheners, though stall very high (45%), has dropped by 5% when compared to 2007.
According to Michał Jackowski, Operating Director, Dr.Marcus, store shelves excellently visualize saturation of the car air freshener market. – The store racks hardly ever display products of new manufacturers or importers of air fresheners. On the other hand, it is very difficult to remain on the shelves for a long time and win customer recognition.
MARKET NOVELTIES
F.W. Acor, as the first one in Poland, launched car gel air fresheners – these were Japanese gel aromas „My Shaldan” in cans containing natural citrus oils. – The scents were enthusiastically received by customers due to their quality and natural lasting aroma. It encouraged us to commence cooperation with other leasing Japanese manufacturers. However, the range of offer was beyond expectations of our customers who were accustomed to a few simple groups of products like hanging “trees” or ventilation grid fresheners – says Tadeusz Kiciak, owner of F.W. Acor. The situation has changed though which could be seen when organizing a Christmas promotional stall in “Blue City” gallery. – We noticed that the Polish customer is very open and craves for new products and innovations – says Tadeusz Kiciak. – most interest (apart from “My Shaldan” aromas – our best-seller) was evoked by ceramic air fresheners by a Japanese producer Eikosha, which are absolutely new in both Polish and European markets. Due to the ceramic carrier, these scents are characterized by extraordinary durability exceeding six months – he adds.
Likewise, Dr.Marcus extended its offer by a few mew products. – In January we launched two new items. The first one is DR.Marcus Ecolo – product designed to be hung on the rear mirror. This combination of a glass bottler with wooden elements distinguishes this product from our offer. The other novelty is the Senso line. This atomizer, resembling perfumes in its form, packaging and aroma, is designed both for the car interior and rooms – says Michał Jackowski, Operating Director, Dr.Marcus. In March the company intends to extend its offer with a ventilation grid freshener containing new aromas in our market. – Certainly, this is not the last of Dr. Marcus new products this year – announces Michał Jackowski.
Vanilla and citrus
- At present the best selling aroma is vanilla – says Tomasz Arkusik, Amtra Manager. Also according to MTR Auto representatives customers most often choose to buy vanilla or lemon fresheners. As Tadeusz Kociak from Acor maintains Acor SA customers most frequently buy natural aromas from “My Shaldan” line (fresh citrus scent), then lime, orange and lemon. – There is an increasing tendency of interest in fresheners smelling of elegant perfumes, musk and Orient-like scents such as sandal tree – he adds.
Impulse goods
Car fresheners are typical impulse products and should be sold according to the rules for such goods. Therefore they need to be placed in proper location, preferably next to the cash desk. Polish drivers still visit petrol stations to fill up and wash their cars; air fresheners are purchased on such occasions. Thus it is important to properly display fresheners in the cash desk zone. Experts maintain that in case of freshener sales standardization of the goods display at stations of a particular chain is also of high importance. As a result the customer knows where the product is located which affects sale of such goods and remembrance of the brand in the long perspective.
