Supplier Leadership Award 2012 Winner for Shopper Insights: Procter & Gamble

Procter & Gamble redesigned Wal-Mart's Swiffer aisle to improve the shopping experience, earning SN's Supplier Leadership Award for Shopper Insights.

• Through consumer research, Procter & Gamble identified a trial barrier that was impeding growth of the Swiffer brand at Wal-Mart.
• P&G, in collaboration wit

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