SC Johnson creates club to prevent overseas malariaPosted: March 13, 2012
The Wow club concept aims to turn the stressful practice of caring for the home and family into a bonding group experience. Wow club memberships, which are sold to groups of seven homemakers, include a bundle of four different SC Johnson products in refillable formats.
The bundle is comprised of four products, said Semrau. The products are Raid Magic Barrier, insect repellent sheets with fragrance; Raid Multi-Purpose Insect Killer; OFF! insect repellent cream; and Mr. Muscle All Purpose Cleaner.
In addition to the products, the membership includes group coaching sessions around home and family-care best practices. Members also receive loyalty rewards for every three consecutive months of membership.
“The Wow offering and business model are designed to tackle two key business challenges that come with low-income markets,” said Dr. Erik Simanis, Managing Director of Market Creation Strategies at Cornell, who worked with SC Johnson to develop the Wow concept. “The first is to persuade consumers to adopt very new routines and behaviors associated with the products. The second is to generate the margins needed to sustain the high-intensity sales process for acquiring and retaining customers.”