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Ariel & Tide
Ariel & Tide E-direct

RAN IN:

CLIENT
Procter & Gamble (P&G)


AGENCY
Procter & Gamble (P&G) *Lead Agency



SUMMARY

eDirect introduced a new business model in the saturated Laundry category: direct to consumer. It addressed unmet needs that cannot be dealt with via the current retail model: seamless delivery, smart refillable packaging, and great value. By marrying the best of eCommerce and repeatable household deliveries, it upgraded the buying and storage experience of users. This has led to higher volume and spend per buyer: 27Kg (5Kg per retail trip), SAR180 (SAR42 per retail trip) and a 10% repeat rate within the first two months, all while increasing our profitability. ¦ eDirect introduced a new business model in the saturated Laundry category: direct to consumer. It addressed unmet needs that cannot be dealt with via the current retail model: seamless delivery, smart refillable packaging, and great value. By marrying the best of eCommerce and repeatable household deliveries, it upgraded the buying and storage experience of users. This has led to higher volume and spend per buyer: 27Kg (5Kg per retail trip), SAR180 (SAR42 per retail trip) and a 10% repeat rate within the first two months, all while increasing our profitability.

CASE VIDEO


Language: English