NEWS

Marketing the un-marketable? Selling sanitation in Bangladesh

Themes: Customer experience
Countries: Bangladesh Bangladesh-local

In an environment where many are unwilling to pay for sanitation, how can we promote safe services?

In Bangladesh, WSUP is trialling different marketing models to encourage greater uptake of services.

We tested door-to-door brand promoters with promotions running in trusted shops (retail agents), to find out which were more effective at targeting different stages of the customer journey.

We also looked at how these marketing approaches could best link with a sanitation service’s existing processes, so that sales leads could be retained and converted when the customer was ready.

Watch our video to find out what we learnt:

The work was supported by TRANSFORM, a programme led by Unilever and the UK’s Department for International Development. TRANSFORM is a collaboration between business, government and civil society, leveraging their respective strengths to address the world’s most pressing development challenges.

Learn more about WSUP's work to build a stronger customer experience.