As a category, Personal Care does not command the same share of wallet via e-commerce as it does in physical environments. Disruptors have consequently capitalized on the replenishment opportunity in an industry tethered to traditional retail formats. However, traditional manufacturers can still develop a winning e-commerce strategy by working closely with key e-tailer partners (e.g., Amazon, Walmart, etc.) and leveraging their scale and customer data - advantages that no individual brand can match.
The 2015 Digital IQ Index: Personal Care U.S. benchmarks the digital performance of 72 brands operating in the U.S. market. This year's study also includes a supplement on disruptor subscription services (Dollar Shave Club, et al.) and their e-commerce, search marketing, and social media initiatives.