Foot Care Manufacturer Suggests Ways Retailers Can Maintain Foot Care Sales in a Soft Economy

Oct. 24, 2008 - PRLog -- While there’s been plenty of bad economic news lately, it’s axiomatic that retailers and suppliers who are prepared to view every aspect of their operations with an eye toward adaptability are better positioned to weather tough times.  

According to a poll by the American Podiatric Medical Association (APMA), half of Americans will experience some type of foot problem at some point in their lives.  It also confirmed that the trend for those with any type of foot problem is toward self-help, which is good news for retailers.  

The fact that a weak economy will undoubtedly expand the trend toward self-help may be a further bit of good news.

Carol J. Buck, CEO of Xenna Corporation (www.xenna.com), a distributor of natural foot care products, says the foot care aisle serves as a case in point for mass retailers, chain drugstores and independent pharmacies.  

Buck says, “Innovation and education are the keys to improving sales in the foot care segment.  The fact is that most pharmacists are simply not aware of the newer brands and their unique effects.”  

Since practically any recommendation or referral by a pharmacist regarding a front-end item is virtually a guaranteed sale, Buck believes that a simple brochure covering the products that solve each type of foot care problem would be helpful to chain drug and other retail pharmacists, as well as to consumers looking for answers.

Buck also suggests that drug chains designate a week in April (National Foot Care Awareness Month) as “front-end foot care orientation week.”  She says, “Not only would such an initiative work in tandem with the publicity efforts of the American Podiatric Medical Association (APMA), it would enable pharmacists and their assistants to be prepared for questions from consumers throughout the summer – a time when they’re most conscious of how their feet look.”

Other tips from Buck to maximize foot care sales are:

· Partner with suppliers to create compelling in-store merchandising vehicles
· Place foot care items on clip strips or at the Rx and check out registers on a periodic basis
· Put diabetic-friendly foot care times in the diabetic set for a period of time to engender trial
· Add footcare items for dry feet to the seasonal sandals

“Feet are prone to ‘speaking up’ when they are not in top shape and consumers will continue to solve their foot care needs with retail offerings,” concludes Buck.  “But sometimes they forget about their foot issues when shopping for other items.  So placement elsewhere in the store makes merchandizing sense.”

A leader in natural, diabetic-friendly foot care, Xenna distributes products throughout the U.S. in chain drugstores and mass retailers, including Wal-Mart, Walgreens, TARGET, Rite Aid and CVS.

Xenna’s CalleX® Ointment for Dry, Cracked Feet  (www.callexointment.com), is a fast-acting salve which softens and exfoliates dry, rough skin.

Used by podiatrists, patented CalleX Ointment is free of potentially irritating acids and gently exfoliates with natural enzymes (subtilisin and aminopeptidase) while its purified hydrating base seals in skin’s natural moisture, keeping feet smooth and supple. With daily use, baby-soft feet are achieved within 2 to 4 weeks.

For yellow, discolored or thick toenails, Xenna’s diabetic-friendly NonyX® Nail Gel (www.nonyx.com) is formulated to break down keratin debris - the discolored, yellow or thick granular buildup under nails that causes them to become discolored and unattractive.

NonyX Gel softens keratin debris using natural ethanoic acid, which permits it to be gradually scraped out with a manicure tool, beginning after about four weeks. Once keratin debris is removed, nails can gradually reattach to the nail bed and look clear again.  
NonyX Nail Gel is a leader in dollar sales in chain drug and mass retail outlets.  Regular use of NonyX keeps nails free of keratin debris buildup, leaving them clear and healthy-looking.

$2 Rebate coupons are available at http://www.xenna.com/xenna_coupons.html.   The 4 oz. bottle is a 3-month supply and money-back guaranteed  Xenna products are never tested on animals, and are made in the USA.

To view before and after photos of NonyX Nail Gel and CalleX Ointment, go to www.xenna.com.

NonyX Nail Gel is sold in the FOOT CARE section of Walgreens, Rite Aid, CVS, Wal-Mart, Meijer, TARGET, Snyders, Longs, Duane Reade, Giant Eagle, HEB, Kerr Drug, Bruno’s, ShopKo, Hannaford, Duane Reade, many grocery stores in the Southeast and most Medicine Shoppe pharmacies.

CalleX Dry Heel Ointment is also sold in the FOOT CARE section at Walgreens, Rite-Aid, CVS, Wal-Mart, TARGET, Snyders, Longs, Duane Reade, Giant Eagle, HEB, Kerr Drug, BI-LO, Bruno’s, many grocery stores in the Southeast and most Medicine Shoppe pharmacies.

Both brands are also available online at www.xenna.com.

Xenna Corporation is a privately-held, woman-owned company based in Princeton, NJ which develops and distributes natural personal care products for skin, hair and nails. To contact them call 800-368-6003 (business hours, Mon-Friday Eastern Time) or email customerservice@xenna.com. View their press page at http://www.xenna.com/info_pressreleases.html

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About Xenna Corporation: Xenna develops and distributes natural personal care products for nails, skin and hair. Its brands include NonyX Nail Gel, CalleX Dry Heel Ointment, Curlaway Curl Relaxer and 183 Topical Solution. Xenna’s foot care products can be found in chain drug, mass retail and grocery stores, nation-wide. Curlaway Curl Relaxer can be purchased at select Walgreens stores and beauty supply outlets.