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A new form of cleaning has taken hold – cleaning “in-the-flow” of daily life. In the Flow cleaning is wiping down a kitchen counter while talking on the phone, or cleaning the toilet while giving their kids a bath. Life doesn’t have to be put on pause to get cleaning done. Instead, cleaning fits into daily life.
Event Cleaning is setting aside a dedicated period to focus solely on cleaning – like mopping the kitchen floor on a Saturday.
Consumers are still Event Cleaning and this will continue to be a big part of the business. But in-the-flow cleaning is where the growth is. This shift in consumer behavior is an opportunity for us to tailor product offerings and in-store experiences to monetize this growth – a $2.5B opportunity by the year 2020 .
Clorox is delivering Real Cleaning. Made Simple in each phase of the consumer journey: pre-shop, shop and post-shop.
Modern shoppers are strapped for time, and, as a result the majority are seeking product information before they step foot in store. This is especially true for consumers looking to purchase cleaning products .
Clorox is investing over $100M? in robust year-round national marketing support plan to drive category growth –whether on TV, in a mobile app or searching for coupons online – delivering the right message at the right time.
Consumers have less time to shop and are focused on making the most of every trip – a convenient shopping experience is especially important to consumer looking to purchase cleaning products .
Retailers have a significant opportunity to capture their share of the $2.5b by evolving the shelf to keep pace with consumer change - and meet the needs of the modern shopper for both Event and In the Flow cleaning.
The right assortment of Event and In the Flow items is a key enabler to capitalize on growth. Innovation increases loyalty. The majority of shoppers – especially millennials -expect their favorite stores to introduce them to new products .
Today’s consumers want “Real Cleaning. Made Simple.” They want products that REALLY work, and products that are SIMPLER to use than ever before.
Cleaning is changing.
People are looking for ways to fit cleaning into their modern life vs. fitting life around cleaning.
Retailers are moving and adapting to capture growth.
This is a pivotal moment in the journey. Are you ready to take the next step?
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