P&G Teams with Walmart

Cincinnati -- Extensive research conducted jointly by Procter & Gamble and Walmart has led to an entirely new Swiffer aisle. Aisles now carry fully assembled Swiffer starter kits (previously they were sold unassembled in boxes) and displays have been reorganized with colored backer paper. The change began during the summer and early fall."There was an opportunity at the first moment of truth for consumers to comprehend and understand Swiffer," says Guerin McClure, brand manager, fabric and home care category, P&G Walmart team. He notes that while Swiffer is an 11-year-old brand and poised to be P&G's next billion-dollar business, there remains significant growth opportunity. Working with Walmart over an 18-month period, the brand conducted both qualitative and quantitative research, including focus groups, prior to creating a mock Walmart for live testing. The final stage of research included resetting 100 Walmart stores nationwide.The first task was answering shoppers' basic questions about the brand:What is it?How does it work?What does it replace?P&G's response, says McClure, was to get the starter kits out of the box, and enable shoppers to hold them, put them down on the ground, see what they can do and discover how durable they are. Another major finding was that by reorganizing the section through shopper-based design -- assembled kits hung on top, refills directly below and corresponding colored backer paper -- in "a half a second she could see the sub-segments, starter kits and refills and understand which one might be right for her," McClure says. Each of the four starter kits and their refills are communicated quickly and clearly via color-coordinated packaging and back paper: purple for WetJet, dark green for Sweeper Vac, light green for Sweeper and yellow for Duster."When people shopped the mock Walmart or the test stores," he says, "the impression was 'Wow!' Shoppers who previously didn't engage in the category stopped and picked up the product. Afterwards they told us things like, 'Now I understand how Swiffer works' or 'Now I know what goes with what.'"Before this campaign, McClure says, shoppers' perceptions were that Swiffer products cleaned faster -- but not necessarily better. And while the brand has long had high awareness, P&G marketers also wanted to target those customers who may have gone to the cleaning aisle previously but decided not to purchase.To tout the redesigned aisle as well as the "cleans better" message, a variety of in-store and out-of-store marketing components debuted in mid-August to coincide with the national on-shelf reset. At-shelf P-O-P, endcap displays, in-store TV, print ads, a custom segment on "The View" and a digital media program (including an interactive section on Walmart.com) included messages such as "We've made it easier to find a better clean," and "Redesigned with you in mind." Each sub-brand includes its own "cleans better" message, such as WetJet's "cleans better than a mop and bucket," or Sweeper's "cleans better than both a broom and mop." SaatchiX, Fayetteville, Ark., produced the test market and co-marketing campaign, while Denver's Integer Group developed the final shelf and endcap materials. McClure notes that all marketing pieces were collaborative initiatives between P&G and Walmart.Calling this the most significant change since the quick-clean category launched, McClure says sales figures are always critical to measuring success, but "we always listen to shoppers and their reactions. So far, what we have seen is the same as what we saw in testing." McClure says he can't speak to what is happening with Swiffer at other retailers since he works solely with Walmart, and adds that there are a few small stores where Swiffer will continue to be merchandised in the box.

P&G Teams with Walmart

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