Marketers eye empty containers

12/12/2012 | Wall Street Journal, The

Scraping the bottom of the tube or container of a personal care or household cleaning product is a practice not only brought on by the recession; it helps consumers feel satisfied. In response, companies are modifying containers so they are easier to empty. "Nearly 50% of American households are trying to stretch the usage of individual products," said Thom Blischok, chief retail strategist at Booz & Co.

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