How Procter & Gamble redesigned its assortment using Carrefour Links

Noticing a slight slowdown in diaper category sales in Romania—particularly in e-commerce—Procter & Gamble leveraged Carrefour Links data to analyze consumer buying behavior and identify opportunities for improvement.

Initial analyses revealed that consumers were purchasing larger quantities online than in-store (+12%), despite similar promotional offers. A deeper study into consumer habits linked this trend to a growing preference for stocking up online, driven by heightened sensitivity to price and promotions.

Based on these insights, Procter & Gamble developed a new product range and, in June 2022, launched the Pampers Big Pack, specifically tailored to the needs of online shoppers. This innovation, informed by Carrefour Links data, helped revitalize their performance in the category by effectively aligning with evolving consumer expectations.

Results:

• Immediate and sustained success of the Pampers Big Pack

• Average basket size for the Pampers Big Pack increased to €40

• Positive impact on classic Pampers packs, with higher volumes and an average basket of €19, compared to €16 for the overall category

By leveraging Carrefour Links and its rich consumer data, Procter & Gamble gained valuable insights into consumer behavior and used them to skillfully launch an offer tailored to shopper needs. This case illustrates the power of data-driven decision-making to meet consumer expectations and reinvigorate a product category.