Kimberly-Clark targets the omnichannel consumer
Stephen WhitesideWarc
When it comes to satisfying a generation of consumers that has grown used to switching between media and retail channels without pausing for thought, brands have a problem.
This problem, Bala Mallela told delegates at the Advertising Research Foundation's (ARF) Omnichannel Retail event in Chicago – is that they have not reached anywhere near the same degree of flexibility as their target audience.
In his role as Kimberly-Clark's senior director/shopper insights, it is Mallela's job to understand how popular habits are changing. And he argued that "showrooming" – namely, shoppers researching...