84.51° Helps Clorox Understand Its Prices in a Time of Rapid Change

Inflation has caused prices to shift so much over the past two years that The Clorox Co. felt it needed a better perspective on the optimal cost of its products. In the spring, it turned to Kroger’s retail data science company, 84.51°, for help."Clorox works with 84.51° daily," David McKinny, Clorox category manager, told the Path to Purchase Institute. "The relationship we have with them gives us the confidence in getting the most accurate data in a timely manner and in a usable format that we can easily share with Kroger."The project analyzed how fluctuation in the price of Clorox household cleaning products impacted general Kroger shoppers, the brand’s loyal customers and those who preferred other brands in the category."Understanding the right balance between base price and promotion frequency enabled the team to prioritize targeting offers for items that are at risk of losing households or sales and how competitive price gaps impact their own portfolio," Kate Sulkey, 84.51° insights manager, told the Path to Purchase Institute.Clorox was able to use that data as a source of truth when recommending optimal base pricing and promotional frequency to the retailer."This helps us directionally see where any pricing investments on our end are best spent," McKinny said. "We were able to shift investments between product groups to ensure getting the most effective spend of investments."Clorox recommended dropping the everyday price of its all-purpose spray segment and investing more in promotions for Pine-Sol. The brand has affirmed its commitment to working with 84.51° and is actively looking for ways to expand the partnership.

84.51° Helps Clorox Understand Its Prices in a Time of Rapid Change

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