Kimberly-Clark Costa Rica triples sales in e-commerce in the last year

Costa Rica. Kimberly-Clark, the company specializing in the manufacture of hygiene products whose purpose is better care for a better world, tripled its sales in digital channels during 2021, compared to 2020.

The growth in sales occurred through platforms such as masabrazos.cr, a website that the company launched in 2020 that allows the purchase of Huggies® brand products, as well as access to more than 350 articles with informative content, podcasts, among others; to accompany fathers and mothers in each stage of the baby's growth.

Also, business partner home delivery mobile apps are part of Kimberly-Clark's robust strategy to offer consumers easy access to the company's products, such as OrdenesYa, Cornershop, Rappi, Automercado, Vindi, AMPM , Fresh Market, Walmart, PriceSmart and Gessa.

“We have gone a step forward to understand the particularities of selling online and of our consumer in this shopping environment, offering a differentiated portfolio and promotions. We provide clear information so that consumers can choose the necessary product. For example, adapting the content of our portfolio for this type of platform, as well as defining and developing category solutions to make them more relevant and easy to access. All this makes the shopping experience much better and in fewer clicks”, explained Amrrina González Gutiérrez, e-commerce executive for Costa Rica at Kimberly-Clark.

González confirmed that, despite the reopening of stores in 2021, consumers remain open to using digital channels to purchase products and are also willing to remain faithful in making their purchases in this way.

“We have noticed that, as businesses reopened, the buyer remained in both environments, physical and digital. It may even be that you see the product at the point of sale, but order it online so that it arrives directly at your home,” González added.

Ticos prefer online shopping

A Digital Market Outlook report by Statista indicates that, during 2020, online purchases in Costa Rica increased by 48% and that 70% of consumers affirm that they will continue with the new purchasing habits, even if the pandemic ends.

The 2020 Business-to-Consumer Electronic Commerce Index, conducted by the United Nations Conference on Trade and Development, places Costa Rica in 52nd place out of 152. This means that at least 23% of Internet users Internet made frequent purchases on some digital platform.

And it is that, according to the National Institute of Statistics and Censuses (INEC) of 2018, 90% of people in Costa Rica use a smartphone and 43% have access to a computer.

successful digital platform

Kimberly-Clark is betting on growth in digital channels with investment in tools to offer a rewarding online shopping experience. Such is the case of masabrazos.cr, the website that enabled the Huggies® brand, which has more than 100,000 registered users.

This platform offers the option of purchasing diapers, wet wipes and the line of children's hygiene products that includes bar soap, shampoos and moisturizing cream. From the website you can coordinate home delivery.

Around 350 contents with advice from nutritionists, psychologists, gynaecologists, paediatricians and sports specialists are available on this page.

In addition, you can access podcasts and articles, either from pregnancy planning, the first, second or third trimester of pregnancy and up to three years of age of the baby. Even at no additional cost and in a personalized way, you can organize a baby shower, create invitations with nine themed designs and send them to loved ones through social networks.

“Más Abrazos has allowed us to contact our consumers directly to be closer in the purchase process. This is how we offer a portfolio that meets the different needs”, added González.

During 2021, masabrazos.cr had an average monthly growth of 265% in sales, compared to 2020.

Kimberly-Clark also offers the option to purchase online through home delivery apps for all its home care products, such as toilet paper, napkins, kitchen towels.

Kimberly-Clark plant in Costa Rica obtains Global Preventico Award 2021

In this 2022, the company focuses on investing its resources to offer options for the consumer to purchase feminine care products (tampons, panty liners and towels from its Kotex® brand), as well as for the elderly (diapers, panty liners and Plenitud® brand disposable underwear).

Source. Central American and Caribbean Digital Newspaper