K-C implements mobile solution to keep brands relevant

Austin, Texas — Kimberly-Clark is looking to RW3 Technologies to help the company optimize its trade promotion investment. K-C will leverage RW3’s mobile technology solutions to keep its brands positioned front and center on shelves.

RW3 approached the company with an initiative to optimize its investment by measuring retail compliance and thus gain a better understanding of in-stock distribution, which will help K-C effectively collaborate with retailers and increase ROI for both parties. Previously, K-C has relied on universally available data that was sometimes delayed or inaccurate.

The company implemented RW3’s in-store mobile solution to accurately capture comprehensive intelligence regarding its brands’ activity on store shelves.

“We were able to capture retail data and start measuring the gaps, all within a week or two of implementation,” said Lon Hanson, director, U.S. retail operations. “This has given us factual retail insights we’ve never had before.”

K-C plans to integrate additional data resources to gain a more detailed understanding of its brands’ in-stock positioning.

Among Kimberly-Clark’s brands are Huggies, Kleenex, Scott, Kotex, Pull-Ups and Depends.

RW3 helps consumer goods organizations optimize sales channel efficiency and productivity, which increases speed-to-shelf, expands market share and maximizes ROI. RW3 delivers account and retail mobile solutions as well as fully developed DSR platforms that integrate multiple streams of POS and syndicated data. Its clients include Nestlé USA, Kellogg’s, ConAgra Foods, PepsiCo and Energizer Holdings.