Reckitt Benckiser Shopper Segmentation Case Study

This case study details how Reckitt Benckiser Group utilized Numerator Insights to enhance their shopper segmentation process. The objective was to improve category insights and increase the number of households represented in their shopper segments. Previously, Reckitt relied on a legacy panel provider, which limited their insights to 6,000 households. By switching to Numerator's OmniPanel, they gained access to insights from 40,000 households, significantly improving their data quality and coverage in key channels such as e-commerce. The case study outlines the challenges faced by Reckitt in achieving dynamic scale and the solutions provided by Numerator, including on-demand reporting capabilities. The results demonstrated that the RB team could identify potential within their existing shopper base and create tailored recommendations for retailers. The enhanced speed and depth of insights allowed Reckitt to incorporate multiple datasets for analysis, ultimately positioning them as a key partner for retailers.