Using Data in FMCG Lorna Ash

Reckitt Benckiser

This presentation has been prepared for the 2016 Data Analytics Summit.

The Institute Council wishes it to be understood that opinions put forward herein are not necessarily those of the Institute and the Council is not responsible for those

opinions.

We have more data than ever but we are still learning how best to use

Types of Data

Scan Sales Home Scan Brand Omni

Shopper Surveys Loyalty & Credit Card Data

Traditional Newer

What are we trying to understand

How, When, Where and Why

INSIGHT

STRATEGY

EXECUTION

• On-going brand & category tracking & shopper insights

• Post campaign/launch/sales activity evaluation

• Development of brand plans • Development of category strategy & customer

engagement

• Targetted marketing (CTM, FB DDM) • Shopper driven sales executions (Shopper driven

promo guidelines, POG development, clustering, ranging)

How are we using?

How times have changed?

An elderly shopper who walked most frequently to store

Nowadays we can profile multiple shoppers

Meet Active Andy

I am reasonably healthy but do struggle to manage my health and I do feel insecure sometimes. I am active (metro, working) and take a no fuss approach to medicines opting for the strongest solutions paying little attention to ingredients, origin and expiry dates. I am open to new things when it comes to medicines

% Size 10%

Demo Male (61%) Younger (18-34) Kids in HH Metro Working

Shop for Meds

Grocery (75%)

Health Status

High across nearly all

Average no of conditions in p3m

Cold/ flu, fever, joint pain

Used past 3 months

Traditional, First Aid Accessories, Condoms Lubricants, NRT

Info sources

Alternative HCP

Other Attitudes

Avoid Rxion

Meet Kale-Shake Karen % Size 14%

Demo Female (65%)

Shop for Meds

No skew

Health Status

High dietary health

Average no of conditions in p3m

Allergy, eye

Used past 3 months

Traditional, First Aid Accessories, NRT

Info sources

HCP, Online

Other Attitudes

Do not like anti-biotics

I am very diligent when it comes to health making this a priority in my life. I do rely on medicines but pay attention to ingredients and safety. I opt for milder options and take preventative solutions often sticking with the same brands but also driven by what is on sale. I am careful and confident about health but also like to get advice on how to be more healthy

Case Study: Foot Zone CHALLENGE How Data Used?

Drive WW to become a destination for Footcare and grow medicinal credentials through creation of Foot Zone

Low Risk Trial – 10 Stores Able to pick control stores with same sales and demo type to compare Target media to just people who are in those trial stores

Case Study: Soaps Promo strategy

BUSINESS Qs DATA IMPACT

How do we optimise 4P’s with consideration of longer term shopper journey, with objectives to: • Convert people to Dettol • Trade Up

Evaluate the historical behaviour of shoppers who have: • Switched from Other

brands to Dettol • Traded up to foam

When to promote How Often What Discount

But it all starts with an opinion