Shopper Marketing - January 2017 - 26
Clorox Leverages Technology
on Speedy Path to Purchase
By Samantha Nelson
TPN's Joe Scartz presents alongside Clorox's Tiffany Tan Kohler, center, and Sarah Ortman.
ROSEMONT, ILL. - Digital and mobile commerce
allows consumers to go from planning mode to
purchasing in a matter of seconds, while autoreplenishment keeps them locked into buyer
mode and can shut competing brands out.
CPGs must adapt to the way technology is
affecting the retail landscape if they want to
stay relevant, said Tiffany Tan Kohler, associate
director, marketing communications, Clorox
Co., in September during a session at the Path
to Purchase Expo. "Having really compelling
shopper marketing is absolutely critical."
SHOPPER MARKETING JANUARY 2017
Technology is advancing rapidly and consumers are quick to embrace new innovations. E-commerce spending has surpassed
10% of total retail sales in the U.S. and has
been driving most retail growth since the turn
of the century, Kohler said. And by 2020, it's
expected that e-commerce will account for
$530.6 billion worth of purchases, about half
of which will be made using a mobile device.
Kohler reported that according to a recent
study by Deloitte, mobile already impacts
56% percent of in-store retail purchases, and