Reckitt Health Retail Media Planning Case Study

This case study details Reckitt Health's approach to enhancing its retail media planning through the use of Convert Group's eRetail Audit Marketplace. The document outlines the challenges faced by Reckitt in evaluating the effectiveness of retail media campaigns, particularly in the context of increased investments in eGroceries. It describes how Reckitt utilized the platform to analyze campaign performance, focusing on key performance indicators (KPIs) that assess campaign effectiveness. The results from a March 2023 campaign for Dettol are highlighted, showing a significant increase in sales attributed to the campaign's effectiveness. The case study also explains the methodology used to measure incremental value and incremental return on ad spend (iROAS), emphasizing the importance of understanding additional revenue generated by marketing efforts. Insights gained from these analyses were communicated to stakeholders and informed future campaigns, demonstrating a strategic investment in the eGrocery channel.