Parsippany, N.J. — In a bid to increase the Lysol brand’s presence in the dollar store channel, manufacturer Reckitt Benckiser bet that the way to Family Dollar shoppers’ hearts was through their noses. “When it comes to fragrance, there is a lot of difference from one population to another,” says Lysol marketing director Gregory Chabidon. “To delight the shopper at Family Dollar, we wanted to create a fragrance for their shopper.”
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Oakland, Calif. — Looking to drive sales and grow the laundry additive category at Walmart, The Clorox Co. launched an exclusive “Instant Rewards” program in late 2013 that offered on-pack codes to be entered on a promotional website by registered users, who could then download a variety of digital content.
In an effort to provide personalized offers and a seamless omnichannel shopping experience, retailers are pushing the boundaries with their digital circulars.