Kimberly-Clark: From diapers to big kid pants, reinventing the Training Pants aisle
How rethinking the Mod can reveal growth opportunities
The Walmart Baby merchandising team and the Kimberly-Clark advisory team wanted to rethink the way the Training Pants aisle looked to create better brand blocks and assortment to help Walmart grow their share of the market in the Training Pants and Youth Pants categories. Utilizing their expertise in category insights, they conducted extensive research with Walmart Luminate to determine what shoppers prefer and tested their hypothesis in a subset of Walmart stores. Gender and brands were at the top of decision-making factors for parents, so with that in mind they made a switch on the shelf in a virtual test and in 75 stores: Instead of gender being placed horizontally and brands vertically, they would swap, and now gender would run vertically and brands would sit horizontally.
Kimberly-Clark leveraged Channel Performance, Shopper Behavior, and Customer Perception to run and track the performance of their test, which showed the move was the right one.
- Asked shoppers their thoughts about the change
- Utilized supplemental virtual test
By leveraging category and shopper insights, Kimberly-Clark and Walmart identified a key opportunity to improve the shopping experience for customers and increase sales.
Read the full case study here to dive deeper into how a small test yielded big results.
References:
Proprietary First-Party Data, Walmart Luminate 2024.
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