The incidence for online shopping is near total (96%), but more impressive is the frequency and voracity with which it occurs. In fact, 46% of consumers made more than half of their total purchases online as opposed to in store in the last year. It’s no surprise that the incidence of purchasing household surface cleaners online is strong (83%). With the prevalence of ecommerce, online product discovery is a natural byproduct. Within the online realm, social media has the strongest reach. Therefore, it’s essential for household cleaning players to maintain a strong online presence to engage consumers where they are.
The household cleaning category is challenged by the fact that most consumers are uncertain about product efficacy until they have tried a product. This is why so many shoppers rely on personal recommendations and sampling before purchase. Because a degree of uncertainty exists in trying new products, industry players should focus on boosting consumer confidence. Cleaning influencers/content creators, apps, tutorials and emerging technology can help consumers gain greater education on effective and efficient cleaning and the products/tools used to achieve it. Guiding users on product selection based on their personal needs/interests could help household cleaning brands boost trial and satisfaction rates.
Successful online product discovery requires effective and multipurpose products. While discovery is more likely to occur online, omnichannel efforts will aid awareness.
Vince DiGirolamo, Director, North America Reports
Online product discovery refers to how consumers discover and engage with new household cleaning brands and products online. The following household cleaning tasks are covered:
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