Kimberly-Clark targets the omnichannel consumer

This event report explores how Kimberly-Clark, the personal care company, is seeking to better serve the omnichannel consumer.

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...

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