Driving Customer-Centricity Through Innovation with Advanced Analytics

• +30bpsmarket share gain within five months
• 30%repeat purchase rate
• c.15%reduction in research costs

Reckitt needed a structured way to assess and optimise new product launches after they reached the market.

The focus had been on short-term sales and in-store execution, which gave no holistic view of a product's long-term potential. Without a consistent post-launch measurement framework, chances to course-correct were missed and the value of innovation investment was limited.

I led the post-launch initiative, building a Post-Launch Playbook with an Advanced Analytical Module at its core. Nurofen was the flagship case.

• Integrated consumer surveys, sales performance, social listening, video ethnography and competitive benchmarking into one 360-degree view of each launch.
• Measured performance across four dimensions: awareness, conversion, repeat purchase and advocacy.
• Used scenario modelling to simulate changes such as pricing or extra marketing support, so teams could course-correct in real time.

• +30 basis points of market share within five months, ahead of forecast.
• A 30% repeat purchase rate and a 25% increase in awareness among target consumers.
• Spotted an awareness gap among younger consumers; the resulting digital strategy improved brand perception in that segment by 15%.
• Cut research costs by c.15% by removing duplicated studies, and modelled a potential +10% sales uplift from optimised pricing.

The playbook set a new standard for quantifying innovation success across Reckitt's global markets.

Results have been altered for confidentiality.