Kimberly-Clark – maker of consumer products like Kleenex and Huggies diapers and champion of corporate ethics – may be adding another title to its company description: new MLM company.
The international company is selling its Kleenex branded products via ecommerce channels, and is showcasing all of the items on the Kleenex Shop. Currently, consumers can browse products categorized by design, box shape and size, then pay for their purchases through PayPal or with a Visa, MasterCard or American Express credit card.
The delivery service is limited to addresses in the U.K. and there is a 20-box cap on orders. Marketing Week reports this trial could be the first phase of a program to sell more of Kimberly-Clark's brands directly to the people who consume them. Rather than being a viable source of revenue, the direct online sales will allow Kimberly-Clark to collect data about its customers and connect with them through another channel, according to the news outlet.
Marketing Week says consumers will be motivated to purchase fast-moving consumer goods on a website (rather than through the traditional supermarket vein) by the experience associated with the process.
"What shopping online with a retailer offers is convenience a brand must offer in valuable experience," the source adds. "Content, loyalty, rewards, expertise, information, advice – these are the valuable assets for direct selling."
Direct sellers who don't have the backing of an international corporation to analyze data and fund multiple websites can still seize the networking and selling opportunities that ecommerce offers. Promoting and distributing products online may be a great way to supplement in-person sales, and it also offers the ability to quickly assess which products are most popular. Additionally, giving customers the chance to quickly email a link or share a purchase with friends and family through social media can supplement word-of-mouth and network marketing efforts.
