Discover how Reckitt Benckiser teamed up with Sproxil to provide customer-facing technology that gave brand rewards to loyal customers in Nigeria
QUICK FACTS
- Reckitt Benckiser plc. is a British multinational consumer goods company, helping people lead healthier lives and have happier homes for over 200 years
- Reckitt Benckiser experienced challenges selling out products, and as a result, its supply chain began to move at an unhealthy, slow pace
- Reckitt Benckiser turned to Sproxil, and within 3 months of the campaign launch, they experienced a 20% increase in sell out
CHALLENGE
The channel was experiencing a slow down due to customers being overstocked as a result of slow sell-out and dwindling repeat purchases from customers. Indirect distribution or sell out from wholesalers was also challenging and it was affecting major trade marketing indicators especially the numeric distribution.
OPPORTUNITY
Considering the highly competitive nature of the consumer goods industry, increasing top of mind recall among consumers was key for Reckitt Benckiser to speed up their product life cycle.
There was also a strong need to ensure retailers purchase repeatedly from wholesalers, and also drive incremental distribution via indirect sales from the wholesalers.
SOLUTION
Sproxil deployed a solution that allowed consumers to unlock instant rewards at points of purchase. The solution only required customers to provide their details, and automatically enter into a loyalty program. Within the 3-month campaign validity period, customers were able to build loyalty points through repeat purchases. These points would then earn them physical rewards upon the conclusion of the campaign.
OUTCOME
When the campaign concluded, Reckitt Benckiser achieved the following objectives:
- Formed a comprehensive retailer database, with information on the highest and lowest performing retail points made accessible to RB’s Marketing team
- Achieved 20% increase in sell-out vs. registered retailers 16 points Numeric Distribution
- A significant increase from previous 11.2 points, within 3 months of starting program
