The project was a terrific success. Kimberly-Clark was able to make UX and design recommendations to their retail partner, which once implemented contributed to a 20% brand and category sales increases. And the “why” they were seeking to answer? “It was called online grocery, so people think ‘food,’” says the client. The retailer’s website and app now call attention to a number of different categories of personal care products that were previously bundled together.
The timing of the changes was almost uncanny — the project started in the Spring of 2019 and Kimberly-Clark was already passing recommendations to their retail partners a few short months later. Now, the online share of grocery sales in the US is already approaching 10%, four years ahead of last year’s predictions. “What we thought would take four or five years is happening today,” says the client.