11.03.14
GHANA: SC Johnson has expanded its WOW business concept to the Yilo Krobo District of Ghana, and rolled out improved product options. The expansion builds on two years of consumer research, which resulted in a better product bundle, and an improved business structure that better reflects consumer needs and enables a more sustainable business model.
Through the improved program, local sales agents will sell products in the communities in which they live, and coach consumers about product use and benefits. Customers can subscribe to a monthly bundle of four different SC Johnson products in refillable formats. They also can opt into a loyalty rewards program which offers a monthly subscription to earn points to exchange for higher-priced durable products.
The new product bundle reflects local consumer and purchasing insights gathered by SCJ’s research and development team, who lived among rural residents. Among the offerings are Mr Muscle All-In-One Cleaner, which has been reformulated for use on dishes, laundry and a variety of surfaces.
WOW began as a partnership between SCJ, Cornell University’s Center for Sustainable Global Enterprise and the Bill and Melinda Gates Foundation in 2012.
Through the improved program, local sales agents will sell products in the communities in which they live, and coach consumers about product use and benefits. Customers can subscribe to a monthly bundle of four different SC Johnson products in refillable formats. They also can opt into a loyalty rewards program which offers a monthly subscription to earn points to exchange for higher-priced durable products.
The new product bundle reflects local consumer and purchasing insights gathered by SCJ’s research and development team, who lived among rural residents. Among the offerings are Mr Muscle All-In-One Cleaner, which has been reformulated for use on dishes, laundry and a variety of surfaces.
WOW began as a partnership between SCJ, Cornell University’s Center for Sustainable Global Enterprise and the Bill and Melinda Gates Foundation in 2012.