Omnichannel growth strategy and roll-out plan
Reckitt Benckiser (RB) Hygiene Home kickstarted a digital transformation to continue winning in a changing market. RB initiated a phased approach to help key markets make a step up in data-driven marketing and sales activities. The objective: to unlock business value through scoped experiments and enable the market to continue the digital transformation autonomously.
SparkOptimus jointly designed, piloted and implemented data-driven marketing, and sales. We started with identifying target segments, mapped key consumer barriers, and designed the test-and-learn experiment. We assessed data needs, developed a dashboard with full consumer journey KPIs, and implemented a cross-functional, data-driven way of working to execute the campaign.
We increased penetration and media effectiveness through kick-starting test-learn-scale loops. Additionally, we build the capability in the team to sustain and scale this new way of working through the roll-out of new brand teams as well as codifying learnings and insights in a playbook.
SparkOptimus has enabled us to quickly apply the principles of data-driven marketing and sales via ‘learning by doing’, which has kickstarted our digital transformation. Now the teams are scaling this new way of working across brands!
Samuele PajolaMarketing Director RB Russia