Pampers: turning consumer engagement into online sales
Pampers is a “Love Brand” in Romania and outright market leader, having above 80% market share in the diapers category. Although Pampers was the first diaper brand present in ecommerce, one year after entering the channel our online business represented only 0.7% of total business (July’12 – June’13). 1) Category: diapers market size in Romania declined significantly in the past 5 years, reaching idx. 84 in March’14 vs. July’09 (Source: GFK Household Panel 2014). 2) Channel: ecommerce represents 2% of total retail, however it is the fastest growing channel in Romania, at idx. 130 year-on-year (Source: Daedalus Millward Brown, January’14). 3) Customer: eMAG is the key growth engine of the channel, with highest market share in total online commerce. 4) Consumers: online shopper behavior is skewed towards electronics purchases, however early adopters have started to include household care brands in their e-basket. 5) Competition: private labels are Pampers main competitors in offline retail (Brick & Mortar stores), but they are not present in Pure Players (i.e. eMAG). As overall market leader, Pampers’ key opportunity was to grow e-commerce business, in line or above channel growth, behind relevant communication and equity-building activations, tailored on deep e-WHO understanding and ecommerce channel specifics.
|Strategy:||Pampers “end-to-end” digital ecosystem is built around its Facebook page, website & Youtube channel and engages a community of more than 80% of Romanian moms (with babies ages 0-2). The objective was to effectively connect these engaged consumers to the digital point of sale and double e-business in one year. We focused on 2 key strategies: 1) WHERE TO PLAY: to win with the winning channel & customer, we partnered with Romania’s largest e-retailer (eMAG) 2) HOW TO WIN: a. Secure the fundamentals via an “always-on” approach, transferring the offline marketing “know-how” and deep consumer understanding into online retail: • Right product assortment & pricing • Intuitive category navigation build on Pampers weight ranges as category prototype • Equity-building eContent communicating superior product performance • “Buy Now” call-to-action across Pampers digital ecosystem & iMedia campaigns • On-going Google Search strategy to drive awareness of product availability in e-Commerce & top ranking in Google search results b. Drive excitement & buzz around Pampers availability in ecommerce via leveraging eWHO media consumption habits & path-to-purchase and seasonal receptivity moments (Christmas & Easter), when all moms stock on diapers.|