Innovative Distribution Makes Purafilter2000 #1 for Consumers and Food & Drug Stores
Purafilter2000′s unique direct-to-store distribution approach has led to its current 42.6% market share in grocery stores and 33% share in drug stores, making it number one. Beyond that, Purafilter2000 says its strategy is driving growth in the air filter category itself. This makes air filters highly profitable for stores and vastly expands consumer access to a product important to a healthy home. With its pleated filters that trap 20 times more particles than standard fiberglass filters, Purafilter2000 has expanded to more than 7,000 retail stores and is searching for more.
“We changed the game with a product that was previously difficult to stock for stores and inconvenient for the consumer to find,” said
“Our store partners are seeing major growth and profits for this product. Now we have stores that are happy to devote up to eight feet of shelf space to air filters,” said Shaw.
Previously, air filters were purchased in hardware or home improvement stores. Grocery and drug stores had difficulty making room on the shelf for all the sizes necessary to meet consumers’ needs. The category languished. Traditional warehouse-to-store delivery systems simply could not deliver the precise products each store needed. Purafilter2000 changed that by mapping sales within the aisle down to the individual store. Their distribution system reports and analyzes SKU sales by store. They deliver filters orders that precisely fit what consumers are buying by neighborhood.
The result is steady growth for the category, stores and for Purafilter2000. Nielsen confirms the air filter category is still one of the fastest growing GM categories. Despite the economy, the category still grew by 3.3 % in 2008 and is set to exceed
“If you want to profit in this fast-growing category, we see Purafilter2000 in your future,” said Shaw.