UNSW DigiSoc + Reckitt Case Competition

Received 2nd place for enhancing the omnichannel shopping experience through tangible rewards and analysing digital trends.

Overview

In July 2022, I participated in the UNSW Digital Society x Reckitt case competition, where our challenge was to enhance the omnichannel shopping experience for retail hygiene products. Our team included myself, Christyna Le, Orlando Ho, and Asha Raghav. We embarked on a deep dive into Reckitt’s hygiene strategy, analyzing key customer needs, digital journey trends, and international market insights to identify opportunities for improvement.


Analyzing the Current Landscape

My specific role involved a detailed analysis of Reckitt’s current consumer base, focusing on understanding the omnishopper experience and the digital journey of customers in the disinfection category. This analysis was crucial for identifying gaps in the current strategy and opportunities to enhance the customer experience.


Developing the Solution

After thorough research and brainstorming, we proposed introducing a rewards system tailored to hygiene products, inspired by Woolworths’ Everyday Rewards. Our concept aimed to enrich the in-store experience while offering customers the convenience of tracking rewards through a dedicated app. This dual approach was designed to not only incentivize purchases but also to integrate seamlessly with Reckitt’s digital transformation goals.


Final Presentation and Outcome

Selected as finalists, we presented our solution at the Reckitt Office. Our presentation included an overview of the disinfectant industry, customer impact analysis, and a detailed explanation of the “Reckitt Rewards” program. We also discussed how we would measure the success of our strategy through digital channels and metrics, ensuring a solid foundation for our recommendations.

Our efforts were recognized as we placed 2nd among all competing teams. This experience also provided us with the opportunity to interact with Reckitt employees, gaining valuable insights into their operations and potential future opportunities.


Overcoming Challenges

  • Navigating My First Case Competition: Being new to case competitions, I faced uncertainty about how to approach and present our solution. Fortunately, my teammates, with their prior experience, played a crucial role in guiding the team through the process.
  • Rapid Learning and Adaptation: The competition demanded quick learning and adaptability. This immersive experience was incredibly rewarding, offering a firsthand look at the complexities of digital strategy and customer engagement in the retail industry.

The UNSW DigiSoc x Reckitt case competition was an invaluable learning experience. It tested our analytical skills, creativity, and ability to work under pressure, all while providing a platform to contribute meaningful solutions to real-world business challenges.