Not the least of these is the ability for Kimberly-Clark to provide interactive experiences with newer products, packaging designs, and other innovative elements before any shipments are made or orders are even placed (Kimberly-Clark 2011a). This makes merchandising and layout experimentation far less costly (virtually free, after the initial cost of the technology and its development) and far more efficient for Kimberly-Clark and its retailers (McGee 2007; Kimberly-Clark 2011a). Retailers also derive other benefits from this technology, namely the ability to better predict what will happen not only with specific product and design innovations but also to experience what more general changes and ongoing developments will mean for the long-term merchandising strategies and their impacts (Kimberly-Clark 2011a). That is, not only will retailers be able to experience specific new product lines and displays before ordering any product, but through ongoing experimentation they will be able to develop more efficient and effective merchandising strategies in order to sell a greater diversity of products (Kimberly-Clark 2011a). Through these efforts, Kimberly-Clark has gained a definite advantage over its competitors as it is currently the only major manufacturer of its class of consumer goods able to offer such technology to retailers (McGee...

Easing the ability for retailers to determine not only appropriate merchandise mixes but also to maximize sales means it will be easier to order from Kimberly-Clark, and that orders will be made with greater accuracy and cost effectiveness, boosting bottom lines all around while leaving competition increasingly in the cold. While this technology alone would not lead to industry or market dominance, Kimberly-Clark has already largely achieved such dominance and this will help cement it.
Conclusion

Technology is increasingly pervasive in the modern world. Fialing to recognize and take advantage of this fact means losing out to those who do. Kimberly-Clark is clearly not willing to put itself in that position.