In order to operate through this confluence of challenges, Reckitt now leverages Kinsa’s technology across multiple business functions, including its illness-based media optimization technology to target Mucinex messaging only to areas of rising illness.
“For Mucinex, it has helped us live into our purpose of the health and wellbeing of our community, and that goes beyond relieving cold and flu symptoms and making people feel better when they are sick,” says Mahbubani. “We have made it a priority to help consumers separate fact from fiction during this pandemic, offering expert and science-backed advice from credentialed healthcare professionals.”
Since implementing Kinsa's technology, Reckitt reduced forecasting errors by 50% when compared with using traditional illness retail data sets. It also identified more than $2 million in additional product demand above retail forecasts, and it drove an 81% increase in incremental sales for new-to-brand consumers.
[See also: Supply Chain Execution Playbook 2022]
All of this combines to promote trust among consumers, says Mahbubani, an especially crucial role for consumer goods companies like theirs to play today.
“As an illness brand, it is our duty to help protect our communities,” she says. “We urge our industry to not rely on instincts, especially after an anomaly of a year we just had, and use all tools available to gain the necessary insight to optimize supply chain, meet demand, and help keep communities safe and healthy.”