Henkel has the pulse of consumer shopping habits

Henkel not only has one of the highest engaging brands with millennials, but the company is making sure its team is as up to date with social digital tools as its youthful fans.

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Schwarzkopf göt2b is a favorite with millennials — or those young at heart — due to the fact that it’s helping them standout with their hair. Effective formulations, vibrant packaging and fun product names are helping the brand connect with millennials. “Our marketing team has doubled down on targeting millennials, people who want to standout through their hair style,” said Laura Hyland, VP of shopper strategy and e-commerce.



Following its core audience, Schwarzkopf göt2b has shifted advertising dollars from traditional media into digital social media, where its consumers “live.” Schwarzkopf göt2b recently launched its Schwarzkopf göt2 standout campaign, partnering with millennial social influencers through Instagram, which lends itself to showing off hairstyles, while exuding an authentic feel. The company also is experimenting with Snapchat, one of the fastest-growing apps, and also hosts a custom Tumblr page appealing to the core göt2b users, who takes pride in their style, which is key part of their identity, said Hyland. The efforts are starting to pay off both in terms of engagement with the Schwarzkopf göt2b brand and sales growth for the company, which is a leading hair company globally, she said.



“We are working closely to understand how the shopper interacts with each app platform and serve that need. We are not trying to push, but use digital strategically,” said Hyland.



Henkel’s efforts in marketing to the New General Market stretch beyond the product. The company is scrutinizing shopper’s activities be it online or in store. In particular, Henkel is studying the omnichannel shopper. About 40% of millennials use shopping apps now, with up to 80% of all purchases influenced in some way by digital. Digital is going to influence all aspects of shopping, and it is important for brands to partner with retailers to understand what shoppers want. Henkel, in fact, has built on its groundbreaking shopper segmentation work, “The Shoppers Perspective,” begun in 2009, with an update that identifies specific shopper segments most engaged in digital. Additionally, it proved that many shoppers fall into different segments, depending on the category they’re shopping. The upshot — whether in store or online — Henkel is unlocking ways to make it easier for consumers to find all of their needs. Henkel identified a consumer group it dubs the “savvy explorers.” This shopper profile uses mobile in stores and prior to coming to the store. The digital experience has to match the in-store, so shoppers can find what they researched on the shelves.



Additionally, Henkel is making sure its own sales team knows how to use all of the apps. “So when they go to present what we are doing, they have a level of credibility and expertise in these new shopper tools” said Hyland. Henkel even wants its team to be conversant in programmatic buying, which allows incredible new ways to target the right shopper at the right time, and is being used by retailers and CPG companies alike.



“The shopper is evolving fast, and it’s important that we keep up, stay ahead and even lead so that we can be there, wherever and however he or she wants to shop and engage with our brands,” Hyland said.