Background
If a shopper wants to purchase premium air-care products like decorative candles or diffusers, she’s more inclined to look for them at specialty stores like Bath & Body Works or Yankee Candle. Likewise, if a shopper wants to simply eliminate odors using a spray, plug-in, or cone, she’ll probably look for that at a food/drug/mass retailer
Insight
Some female shoppers use home décor as a means to express personality and style. They believe their home is a welcoming sanctuary for family, friends, and guests and pride themselves on creating an inviting atmosphere with unique touches.
Scent is one means through which they achieve this and they shop at specialty stores to buy candles and oils that support the ambience they want to create.
While they may shop at Walmart for odour eliminating products it is not somewhere they shop for more sensorial products. The shelves at Wal-Mart just don’t offer the same sense of experimentation that specialty retailers do.
Using the new Fabreeze Home Collections launch, with a price 3 times above existing products, to illustrate to the shopper that Walmart can meet their scent requirements, offers the chance to win channel share from specialty retailers.
Action
Communication was activated across multiple touch points to capture the specialty shopper including digital, social media, in-home, and in-store
Result
Propelled the Febreze franchise from the #3 dollar-share position at Walmart to #1 within one year of the Home Collections launch.
http://www.effie.org/case_studies/case/2040
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