Clorox & Roundy's Win with Collaborative Shopper Program
Insights have always been the currency of shopper marketing, and they are just as essential to shopper solutions. The primary difference with solutions is that shopper marketers are seeking to meld the consumer insights that drive motivation in brand marketing with shopper insights that drive action in trade promotions. Motivation is related to the consumer’s core emotional needs, such as the desire to be healthy or a good parent. Action is related to the shopper’s ability to complete a given task, which can include a product’s affordability or convenience. The Clorox Company (www.thecloroxcompany.com) identified an opportunity gap between consumer beliefs and behaviors about disinfecting surfaces: 70 percent of consumers believe that disinfecting surfaces can keep their families healthier, but only 46 percent act on that belief.
The company calculated that the gap between the two represented $400 million in sales. Then, Clorox sought to understand shopper behaviors around preventive health products. In the process, it discovered that a majority of shoppers prefer to buy these products together and expect to find them in or near the pharmacy. Around the same time, Roundy’s (www.roundys.com) was looking for a shopper-relevant way to drive traffic to the pharmacy and increase total store sales.
These insights served as the core of Clorox’s “Prevent, Protect & Soothe” shopper solution program. The program, created with Acosta Marketing Group (www.acosta.com), collected and co-located a variety of products, including Campbell’s soup, Kellogg’s cereal, Brita water filters, Dial soap and Clorox disinfectants, in a solution around the themes of preventing illness, protecting the health of family members, and soothing them if they did become sick.
The program made it easier for Roundy’s shoppers to act on their desire to stay healthy. The value of the program for all stakeholders made execution well worth the effort.
Fast Facts
Signage that Works
Antimicrobial pharmacy counter mats (pictured here) added value to signage for the Clorox’ successful “Prevent, Protect & Soothe” shopper solution program.
In the Store
Clorox found that display “Barge Events” had a greater impact and better return on investment than endcaps.
Savings Ensured Impact
Clorox Home Care increased 2.3% in 2010 and 16% during the program; Clorox Disinfecting Wipes increased 154%.