Kimberly-Clark, a company with a rich history spanning over 150 years, may not have high brand recognition, but its products are well-known household names. From Huggies to Cottonelle, the company specializes in everyday essentials. In an interview with Retail TouchPoints, Andy Ford, Global Head of Product Design at Kimberly-Clark, humorously stated, “I like to joke and say that we specialize in the areas of poo, periods, pee, and snot.”
In today’s digital age, Kimberly-Clark recognizes the importance of building a digital presence for its brands. This shift was once considered unconventional for a company built on wholesale relationships. However, consumers now expect direct connections with the brands they encounter in supermarkets. Leading the charge in digital product strategy for Kimberly-Clark is Andy Ford, who has dedicated over five years to this endeavor.
Managing the digital presence of a company that serves a diverse customer base, from infancy to old age, presents a unique challenge. Unlike direct-to-consumer (DTC) brands, Kimberly-Clark’s main goal is not always to make a direct sale. Rather, their brand websites and apps serve as platforms that connect consumers with a vast network of retail partners across 175 countries.
However, Kimberly-Clark’s digital products go beyond being mere retail directories. They are valuable resources that facilitate relationships between the company and its customers. These digital platforms allow Kimberly-Clark to gain insights into consumer preferences and refine their digital experiences accordingly. Additionally, they address pain points in the customer journey, develop innovative companion products, and enhance the overall customer experience.
To better understand their consumers without the benefit of direct sales data, Kimberly-Clark leverages tools like the digital experience platform FullStory. By tracking customer interactions on websites and apps, Kimberly-Clark gains a comprehensive understanding of how consumers engage with their digital platforms. This knowledge enables them to optimize the consumer journey and drive desired outcomes.
One example of this optimization is the redesign of the Huggies website. Initially inspired by successful brand campaigns, the website’s design and content were re-evaluated based on FullStory insights. Consumer feedback revealed that the existing messaging did not resonate with parents, the primary audience. As a result, Kimberly-Clark adjusted their approach, providing clear information on topics like diaper rash prevention and implementing features such as a product comparison tool.
Kimberly-Clark’s digital transformation showcases their commitment to meeting customer expectations and building strong brand-consumer connections. Through continuous refinement and innovation, they ensure that their digital products deliver value and enhance the overall customer experience.
The source of the article is from the blog dk1250.com