Red Bull

Find out how embedding Customer Data Science in assortment decisions let to 54% cross-shopping growth.

Red Bull case study - customer data science and insights led to growth in sales

to 31.9% growth in the Energy Drinks category across three test regions


to 54% growth in customer cross-shopping

Back in 1987, Red Bull not only launched a completely innovative product, it created a whole new product category – Energy Drinks. Since then, Red Bull’s approach to deliver the best product on the market is to put the customer at the heart of every decision, but to do so, a thorough understanding of the customer was needed.

By working closely with Checkers (one of Shoprite’s upmarket store chains in South Africa), Red Bull initiated a collaborative journey to increase its involvement in assortment decision-making, embedding dunnhumby’s customer data science and insight, to drive category growth.

dunnhumby’s customer knowledge capabilities, science and tools, empowered Red Bull to become a partner to the retailer and make customer-centric assortment decisions. This data-driven approach also helped to increase the retailer’s commitment, who agreed to test the recommendations in several stores.

Download the full case study and discover how Red Bull:

  • Obtained a better understanding of the customer and its buying behaviour
  • Optimised Energy Drinks category assortment and shelf plans based on customer data and insight
  • Increased engagement and collaboration with the retailer
Download case study

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