One Shopper Team: Clorox's new approach to shopper marketing

This event report addresses how Clorox, the consumer goods manufacturer, developed a more effective approach to shopper marketing through adopting a truly holistic strategy in the US.

One Shopper Team: Clorox's new approach to shopper marketing

Stephen WhitesideWarc

The Clorox Co.'s shopper marketers are charged with promoting brands including its eponymous bleach, Glad trash bags, Brita water filters and Pine-Sol household cleaner.

One consequence of selling numerous products in a diverse set of categories and retail channels, however, is that Clorox's "shopper expertise actually resides within various different pockets within the organization," said Tiffany Tan, Associate Director/Marketing Communications at the Oakland, California-based company.

"We're all part of a neighbourhood. But each of the different shopper disciplines is in our own separate household, and we don't know...

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