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