Reckitt Benckiser and Peapod put emotion into ecommerce
Stephen WhitesideWarc
Somewhat ironically, companies in the fast-moving consumer goods industry seem to have been oddly slow in their uptake of ecommerce.
Reckitt Benckiser USA – the manufacturer of brands including Veet, Finish, Durex and Clearasil – is proving to be a fast-moving exception to that rule. Having started using Peapod, an online grocery platform, as a distribution channel around three years ago, Reckitt not only gained a new commerce window, but its brand stewards have acquired a thorough appreciation of why some consumers prefer shopping online, while many others remain...