Red Bull Case Study

Embedding Customer Data Science in assortment decisions let to 31.9% Energy Drinks category growth & 54% cross-shopping 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."

Red Bull Case Study

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 up-market 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 & insight, to drive category growth.

Download the full Case Study and discover how RED BULL could:

  • Obtain a better understanding of the customer and its buying behaviour
  • Optimise Energy Drinks category assortment and shelf plans based on customer data & insight 
  • Grow the Energy Drinks category between 21.7% and 31.9% across three test regions
  • Grow customer cross-shopping between 30-54%
  • Increase engagement and collaboration with the retailer

 

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Red Bull Case Study

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 up-market 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 & insight, to drive category growth.

Download the full Case Study and discover how RED BULL could:

  • Obtain a better understanding of the customer and its buying behaviour
  • Optimise Energy Drinks category assortment and shelf plans based on customer data & insight 
  • Grow the Energy Drinks category between 21.7% and 31.9% across three test regions
  • Grow customer cross-shopping between 30-54%
  • Increase engagement and collaboration with the retailer

 

Download    Back to all content