Winning at the Shelf: pH-D’s Consumer-Driven Strategy

Chameleon Collective stepped in to revitalize pH-D's retail strategy. Our first move was to dive deep into the data and team insights. We identified a critical gap: pH-D needed to build stronger brand awareness for each product in their lineup and find the right consumers for each product.. We developed three distinct consumer personas, each representing women at different life stages, and tailored specific product messages to resonate with each persona. By crafting a consumer journey for each persona, we prioritised key messages at the awareness, consideration, and conversion stages, guiding the consumer to the shelf already intent on purchasing the right pH-D product for her needs.

The result was a comprehensive blueprint for accelerating sales at the product level. This strategy not only set the stage for pH-D to win consumers before they even entered the store but also positioned their products as a must-have purchase. While the pH-D team is still implementing these strategies, the early results have already energized the WalMart buyer, signaling a promising shift in retail performance.