Aug 5, 2015 Düsseldorf
One click for clean laundry
E-commerce is a diverse and fast-growing industry. Customers who order products online can choose to have their items delivered to their homes, or to pick them up later on at drive-throughs, stores or pick-up points, known as “click-and-collect”.
Though a relatively small percentage of consumer goods like laundry detergents and cleaning products are currently sold via virtual shops, e-commerce is growing in importance for Henkel’s Laundry & Home Care business unit. “The online market for consumer goods is growing rapidly, at around 30 percent per year. The future holds immense potential,” explains Christoph Till, Corporate Director International Sales Laundry & Home Care at Henkel.
Who would have pegged France as an e-commerce pioneer? Yet, in France today, consumers love shopping online at supermarket chains – for Henkel products in particular. Henkel’s market share within e-commerce in France has grown, and is now higher than its market share in physical stores. “We’re a step ahead of the competition here, because we’ve cooperated with merchants from day one,” says Emilie Brault, International Trade Marketing E-Commerce Manager, adding: “We commissioned studies on online shopping trends so we could give merchants better advice on choosing their online product range or setting up an online promotion.” The insights from the study helped Henkel optimize its own e-commerce efforts as well. For example, Le Chat bébé – a laundry detergent developed with babies’ sensitive skin in mind – has been very successful in online stores. Online shopping appeals to young families in particular, who value it for its time-saving and convenience.