Questionnaire & Screening

Wechet Moment Monitor

Mobile & PC

Tracker

Significance Methodology

Outcomes

Evaluation

Quality Seeker

•Pursue high quality life and high-

end brands of personal care

products

•Care about reliable source and high

quality of the products

Smart Shopper

•Quality first, also consider price

•Have clear understanding of needs

and shopping plans

•Proactively search users’

experience sharing through apps

Economical Shopper

•Focus on low price

•Prefer comparing prices on

different channels

•Shop in supermarket and personal

care stores for convenient and

time-saving

Promotion Seeker

•Proactively search for discounts &

promotions from both online and

offline channel

•Easily influenced by discounts and

promotion activities for impulsive

purchase

3. Browse Product Detail Page

Mainly filter by: • Brand • Price range • Dispatch place • Function

2. Land in Product

List Page

Sort

70%

Filter

48%

Mainly rank by: • Sales Volume • Default Order

•Expected to show product from different angles (front, side, back, details)

•Both text and pictures to show function / ingredients / scent

Top: Rolling Photos • 65% shoppers browse

Bottom: Product Recommendation

• 52% shoppers browse

Middle: Product Introduction

•Expected to introduce function: Anti-perspiration, lasting time, scent

•Ingredients: non-alcoholic, natural

•Compare price & attributes of similar products

•Search for promotion pack

1. Enter E-tailers

Taobao / Tmall /

JD

Promotion Driven

Replenishment

Promotion Link/ Advertisement

3%

Store/Product Favorite

2%

Try New Product / Replacement

Keyword Searching

62%

Solution Seeking

Navigation Bar

33%

• Increase deodorant penetration in China via E-Commerce:

• Raise purchase intention among potential users

• Convert the penetration into regular and consistent usage

• Broaden the target shopper groups for the deodorant products of Rexona and Lynx

• Educate small target group to develop the ideal usage habit

Purpose

Deodorant Penetration Study Based on E-commerce Shopper Behavior

Manqi Yang

Acknowledgement A special thank you to Vivian Li, research manager, Anne Marie Hill, internship coordinator,

Shirley Li, co-worker, and other staff at Kantar Retail Guangzhou

• Figure out the three pages on E-commerce that

most respondents stay for the longest duration with

journal mapping, encouraging merchants to

enhance product explosion on these pages

• Thoughtfully analyze shopper’s online shopping

process to effectively increase deodorant

penetration on E-commerce in each step

• Provide feasible suggestions for the brands under

Unilever to design proper advertisement and

promotion events to attract potential customers of

deodorant