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Personal Care does not command the same share of wallet via e-commerce as it does in physical retail. Disruptors have capitalized on the replenishment opportunity, however, traditional manufacturers are still developing winning e-commerce strategies by working with key e-tailer partners (e.g., Amazon, Walmart, etc.) and leveraging their scale and customer data. The 2015 Digital IQ Index: Personal Care U.S. benchmarks the digital performance of 72 brands operating in the U.S. market, with a supplement on disruptor subscription services (Dollar Shave Club, et al.) and their e-commerce, search marketing, and social media initiatives.