Investment in digital continues to grow In CPG and Home Care, claiming 20 to 35 percent of marketing dollars across industry leaders, including the Clorox Company and Procter & Gamble.
Brands are responding.
44 percent of Index brands have made significant updates to their sites since our inaugural 2013 study.
Moreover, 77 percent of Index sites are now mobile-optimized, versus 54 percent in 2013.
Across social media, Home Care brands are deprioritizing fans in favor of increased reach via paid media.
More Home Care brands are active on Pinterest than Instagram—a reversal of broader industry trends, and an indication that they are targeting household grocery buyers.
Store-based retailing drove 98 percent of Home Care sales in the U.S. last year, but digital influence is vital.
P&G recently acknowledged that less than 5% of its sales occur online, but half are influenced by digital.
Nonetheless, with the emergence of e-grocery services such as Amazon Pantry and Instacart, which are inspiring millions of first baskets, Home Care brands have enormous incentive to establish a stronghold in online grocery where nearly a third of sales come from non-perishable items.
Distribution through Amazon and Walmart.com is nearing ubiquity as 97 percent of Index brands are on Amazon (57% via Prime Pantry) and 90 percent are on Walmart.com.
While P&G brands continue to win share of shelf on e-commerce platforms, Kimberly-Clark and Georgia-Pacific narrowly outperform P&G in Amazon e-merchandising investments and review count.
In this year’s Index, Clorox retains its Genius status—outpacing peers by generating nearly five times the Index average for site traffic, garnering impressive visibility across e-tailers and desktop search, and experimenting with a mobile-friendly Rewards Program.
This report quantifies the digital competence of 69 Home Care brands operating in the U.S. market.
Our aim is to provide a robust tool to diagnose digital strengths and weaknesses.
Members can download the full report at L2inc.com.
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