Kimberly-Clark 2007 Annual Report Download - page 7

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Whether we’re selling WypAll wipers to an industrial user or Huggies
diapers to retailers, K-C is focused on being an indispensable partner to
our customers. Our success is reflected in part in the latest Cannondale
survey of more than 350 North American retailers and manufacturers.
Retailers again ranked K-C among the top 10 consumer packaged goods
companies, and our scores improved in seven of eight categories. Further
evidence: A long list of retailers
named K-C their supplier of the year.
The 2007 opening of K-C’s
Innovation Design Studio (pictured
on the cover) has taken the
company’s customer development
efforts to a new level. Incorporating
a proprietary virtual reality system,
K-C can create interactive store
models that allow customers to
explore hypothetical in-store design
and merchandising concepts without
having to move a single package of
product. Consumers can also walk the aisles of these virtual stores, with
K-C studying their reactions using sophisticated eye-tracking
technology. One U.S. retailer applied the shopper
insights gained from our virtual store environment in
test stores and experienced increased category
sales for disposable diapers, training pants, baby
wipes and toiletries.
In Latin America, our program for supporting
the traditional retail trade has been a key driver
of double-digit sales growth, and we’ve rolled out
a similar program in Russia and selected Asian
countries. At K-C Health Care and K-C Professional,
we’re piloting a global program that helps us gather sales and
marketing information more effectively so we can better understand
the needs of our business-to-business customers.
Making K-C an Indispensable Partner to
Our Customers Around the World
5
K-C RANK IN CANNONDALE
POWERANKING® SURVEY
2005 2006 2007
#8
#9
#16
DEVEL PMENT