Cleaning Products

The household cleaning products industry is expected to reach $205 billion by 2015.

The household cleaning products industry is a dynamic industry in which cleaning products evolve to meet new market demands such as green products, online purchasing and customer segments.

Marketers are trying to expand the relationship between the brand and the customer for reasons beyond just their own bottom line. Using commerce in addition to selling in-store is a way of gaining more access to shopping behavior and transactional data, which are insights traditionally reserved for retailers.

Limited retail shelf space means limited SKUs are offered to consumers, leaving brands with the biggest budgets to capture the attention of shoppers. Online marketplaces can provide a platform for a wider variety of brands.

• Online CPG sales still only account for 2% of the category's sales overall. Online CPG sales are low compared to those in established merchandise categories but are growing faster online than off-line.
• Online buyers have been slower to adopt ecommerce for CPG products than for other categories.

CPG shoppers are price-sensitive, which enables brands to reach them through direct means rather than watch their margins being reduced by an increasing number of retail private labels.

CPG shoppers are motivated by online's convenience, but not if it means spending more for that experience. They still expect the same discounts.

The CPG Cleaning Products industry model set consists of Enterprise, Business Area, and Data Warehouse logical data models developed for companies manufacturing and marketing cleaning products such as laundry detergents and household cleaners.

The CPG Cleaning Products data models provide a complete information architecture supporting the integrated operations of companies serving the cleaning products industry: