P&G Makes a 'Happy Home' at Sam's Club

Originally published by Path to Purchase Institute

Procter & Gamble and Sam's Club are activating their joint “Full Home, Happy Home” platform this month to promote the retailer’s e-commerce offerings.

Shoppers who use either the retailer’s Scan & Go mobile application, Club Pickup or online ordering to buy $40 worth of eligible products from select P&G brands from March 21 to May 1 can submit receipts by email to receive a $10 digital store gift card.

A home page carousel ad on samsclub.com touting the offer links to an e-commerce page listing eligible items from brands including Downy, Tide, Crest, Puffs, Swiffer, Pantene, Febreze and Bounty. The ad appeared concurrently with the manufacturer's April 2 brandSaver FSI event.

The landing page also directs users to a promotional site for the program, which asserts that members can save “up to $90 on springtime family essentials” and spotlights four “solution bundles” and individual SKUs eligible for the gift card deal.

The partners periodically activate the platform, which was launched in late 2015, to offer bulk-purchase incentives and discounts on P&G products to club members.

Account-specific pallet displays in stores have plugged cost savings on “Everyday Essentials” and have often employed seasonal themes. The retailer also enlisted blogger support at launch.

A Facebook page for the program plugs the deals as well as various giveaways and sampling events in stores, while also sharing advice such as cleaning tips and holiday craft ideas.

Procter & Gamble ranked second on CGT's list of the Top 100 Consumer Goods Companies for 2016.