Reckitt Benckiser and Peapod put emotion into ecommerce

This event report explains how consumer goods company Reckitt Benckiser (RB) partnered with online grocery platform Peapod in an emotional campaign targeting busy mothers in the US.

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...

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