How Clorox VP of Growth Harnesses Data and Predictive Modeling to Grow D2C Business

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From Nestle to Nike, shopper packaged items (CPG) corporations are ramping up their direct-to-consumer (DTC) fashions at a fierce tempo to remain aggressive. However they’re additionally pioneering methods to take it a step additional, customizing their direct relationships with customers to construct belief and acquire the first-party knowledge that can enable them to ship a superior expertise throughout totally different model channels.


The Clorox Firm is making spectacular progress on each fronts, taking its 50+ manufacturers DTC with the assistance of knowledge science, predictive modeling, and deep data-driven insights. For Vivian Chang, Clorox VP of Progress, the thrill facilities on efforts to “begin bringing collectively these totally different manufacturers and actually curating for the client primarily based on their wants.” Delivering private, useful and related experiences is a should for CPG to construct model loyalty.

However, Chang says, it’s a method intertwined with important challenges. “How can we leverage knowledge and in addition our tech experiences and advertising to convey a holistic procuring platform and experiences and curated merchandise and innovation – and all of these issues – to bear for the buyer?” she asks. In her view, a part of the reply lies in “making a encompass sound for customers.” On this state of affairs, corporations leverage a mixture of channels and partnerships to suit altering shopper behaviors and expectations for handy, omnichannel procuring experiences.

On this episode of CleverTap Interact — our podcast and video interview sequence the place we shine a lightweight on advertising leaders attaining significant and memorable buyer engagement — co-hosts Peggy Anne Salz and John Koetsier sit down with Chang to debate how the corporate is tapping knowledge and deep buyer insights so as to add worth at each stage within the omnichannel buyer expertise. She additionally speaks candidly in regards to the influence of digital and DTC on the standard relationships between manufacturers and retailers and explains how and why CPG manufacturers, together with Clorox, can embrace the subscription mannequin.

Key Takeaways

Knowledge Is the Prize

It’s a provided that DTC corporations should deal with producing income. Nevertheless, Chang stresses this precedence shouldn’t overshadow the significance of “buying first-party knowledge that can be utilized throughout totally different channels and to know the buyer higher.”

Making knowledge actionable additionally makes your model extra seen and useful. Chang recommends a hybrid method with a deal with “fascinated by the omnichannel shopper expertise and the way we are able to add worth throughout all of these [channels] versus purely on a DTC form of standards solely.” It’s all about discovering methods to insert your model within the shopper’s common routine and discover methods to “plug in past simply the income story,” Chang says.

Age Is Outdated

Going by means of retailers isn’t going out of fashion. However CPG ought to discover all choices to get nearer to the client — and improve comfort wherever attainable. On the similar time, additionally they shouldn’t assume the will for comfort is proscribed to Millennial and Gen Z customers. It’s the preconceived notion that usually colours advertising and messaging.

However Clorox is breaking the sample. “We made the pivot to say, ‘Why are we focusing simply on Gen X? We’re all busy. We’re all overstretched, and so we’re actually leaning into that story now as an alternative of defining it by the standard age and gender demos.”

And it doesn’t cease with fashions and mindset. Clorox can also be “placing that lens towards the inventive.” From way of life pictures to the tone of emails, Chang provides, “these are the locations we’re making an attempt to make that pivot.”

You Can’t Afford to Annoy

Personalization is greater than a part of greatest follow. It’s additionally the one method to keep away from the client expertise disconnects that drive churn. Manufacturers don’t at all times get it proper – however they may if they might use the info and particulars supplied.

“The knowledge that I’ve given to you as a shopper, I count on you to be appearing on it.  So don’t ship me emails a few product that I simply purchased yesterday as a result of it’s not going to be related,” Chang says. The worst is retargeting advertisements. “They’re simply following you, 24/7 throughout the online. That’s not truly very useful.” In her view, entrepreneurs ought to draw from knowledge to curate content material and particulars that add worth to the procuring expertise. This consists of “recommending merchandise that match collectively into your life so that you just don’t should undergo each single model and decide.”

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