Earlier this year, we turned our attention toward buying women owned. We took a look at a few of our fellow Women’s Business Enterprise National Council (WBENC) certified brands to see what their shopper journey from online to in store looks like, what omnichannel approaches are being utilized, and what areas allow room to expand into for these women owned brands.
Read along as we dive deeper into the retail strategies of ~Pourri, ECOS, and CLR. Looking to see how they are executing these strategies and their effectiveness.
Since becoming a Women’s Business Enterprise National Council (WBENC) certified business, we are always on the lookout for products with the Women Owned® label. The Women Owned® movement is an initiative by WBENC to support business of any size that are predominantly owned by one or more women. The Women Owned® label raises awareness for why, where and how to buy women owned. Next time you’re shopping look for the label and support WBENC businesses. You can also see the full list of Women Owned® brands at buywomenowned.com.
WBENC Women Owned® Label Featured on ECOS Free & Clear Plant Powered Dish Soap
~Pourri: making the shopper journey sweet from start to finish
One of the first brands we explored was ~Pourri (formerly Poo~Pourri). While at the Macy’s Thanksgiving Day Parade in New York City, Tier One Solutions Creative Operations Director, Kyle Falbee, was given sample sizes of one of the companies on-the-go products. The thin, pocket-sized 1oz. sprayers were holiday scented for the upcoming season and featured an NFC Tag in the design creating a gamification moment, sponsored by the brand, to win gift cards, event tickets, and more.
~Pourri Holiday Activation Giveaway Samples
This caught our attention and put them first on our list to explore more, what we found was impressing. They have an exemplary omnichannel strategy to engage customers at every stop on the retail journey and outside of that path.
Pourri’s rewards program is primarily driven by their Funk Factory phone app. The app downloads provide ~Pourri with an easy and seamless data capture opportunity while customers have the chance to play seasonal mini-games which the company describes as, “the perfect thing to do while you #2.” These Funk-O-Matics give customers the opportunity to win instant rewards and real-life products.
Creative Design & Engagement Methods Make ~Pourri’s Funk Factory App an Exceptional Rewards Offering
The brand also isn’t shy about what their main product was created for. They go right for the jokes, making an otherwise reserved purchase much more exciting. With a comical brand voice that says things like, “How one shituation at a dinner party turned into an ever-expanding collection of problem-solving products”, and similarly entertaining social media content, ~Pourri has evolved to stay at the top of a retail category they helped create.
As the brand expands its product offerings into other categories (think pets, babies, and even breath fresheners) we see a major opportunity for the brand to connect with consumers in different aisles of the store. They’ve done a good job of positioning themselves in the air freshener and airport essentials aisles, but we think they can grow even more by snapping up a little shelf space next to the diaper bag go-to’s or in the bathroom accessories aisle. These are the spaces where people need those products most but might not be top of mind while shopping.
Current and Potential Aisle Placements for ~Pourri Products
ECOS and CLR: cleaning up the shopper journey from digital to in-store
Inspired by ~Pourri’s female-led takeover of an industry typically considered taboo for women, we went looking for other leading WBENC companies in the chemical and cleaning sphere. We found that ECOS cleaning products and long-time bathroom staple CLR are both WBENC certified leaders changing the way people think about which products they’re using in their homes.
Each brand utilizes an effective omnichannel approach with opportunities to purchase and learn about the products offered at every step of the way. ECOS and CLR each have a YouTube channel, Instagram, and TikTok account with content that teaches customers effective uses for their cleaning products as well as several “how-to” videos. Each account offers viewers a chance to purchase right then, either through the TikTok Shop or a direct link.
CLR Brands’ YouTube page
And while neither brand sells directly to consumers, they make finding and purchasing whatever you’re looking for just as simple. Customers have the option to enter their zip code and find the nearest stores where products are sold, or they can be redirected to a vendor’s website to purchase online such as Whole Foods or The Home Depot.
Convenient Online and In-Store Purchasing Options
CLR has decades worth of brand name recognition and ECOS has steadily been gaining theirs, but we think there is still plenty of room for them to continue growing. An interesting approach would be to bring the two together for an interactive event, both brands are WBENC certified, and EPA Safer Choice certified. Creating in-person demonstrations showcasing the serious cleaning power of their products, right next to an endcap display that highlights how they are safe for use around families and pets. This draws attention to how their product is better and more sustainable for the environment. It builds awareness for supporting brands that stand for something while leaving a memorable impression that’s sure to echo in the minds of shoppers in stores.
For more advice on how to execute a successful omnichannel strategy for your brand, reach out to Tier One Solutions and we’ll use our proven CONSULT-CREATE-ACTIVATE strategy to help your business become a household name.
www.t1solutionsgroup.com/lets-work-together
