these searchers won’t become buyers if marketers fail to connect to
personal values and afterward, keeping them motivated.
“Twenty-three percent of green product buyers have been disappointed by their purchases and 12.9% were disappointed by
home cleaning products,” she said. The biggest complaints were
that the product didn’t clean well and the user wasn’t confident
that it killed germs,”said Suzanne Shelton, CEO, Shelton Group.
What green home cleaning products were they most dissatisfied with? All-purpose spray cleaners drew the biggest complaints,
with 46.1% of dissatisfied buyers voicing their displeasure. That percentage was well ahead of the No. 2 category, bathroom tub and
shower cleaner, at 26.0%. Still, according to Shelton’s data, 48%
were likely to try another green home cleaning product.
“As you market to the mainstream consumer, remember this:
it’s not about the planet,”she warned.“Price and performance have
to be the same or better than conventional products.”
The Cost of Poor Quality
The most innovative ideas can fair poorly and end up being costly
for the companies that try to implement them. According to Lloyd
Moberg of Church & Dwight, poor quality can cost as much as 15-
25% of sales. In contrast, a world-class operation loses less than
1% of sales to poor quality.
While most executives are familiar with visible costs such as rejects, warranty, inspection, recoding and rework, it is the hidden
costs such as lost customer loyalty and sales, late delivery, excessive inventory and material orders, and long cycles that can be
most damaging for a household product company.
“Most companies don’t see the big picture,” Moberg told the
audience at Cleaning Products 2011.“They look at rejects and re-