Reckitt erects customer data platform for CX boost

durex2Global consumer goods giant Reckitt, whose brands include Durex, Clearasil, Cillit Bang and Vanish, is aiming to maximise the value of its omnichannel customer data to deliver relevant, personalised customer experiences with the implementation of a new enterprise customer data platform.

The £13.23bn turnover company has brought in Seattle start-up Amperity, which was launched in 2016 and works for Alaska Airlines, Endeavour Drinks, Planet Fitness, Under Armour and Wyndham Hotels & Resorts.

It is claimed that Amperity’s integrations with platforms like Amazon and Facebook allow companies to reach more users, while enriching advertising campaigns through Amperity’s insights on cross-channel behaviour, data science scores and content affinities.

It operates by combining first-party and third-party with the aim of understanding clients’ customers, and delivering highly-relevant experiences throughout the customer lifecycle.

Amperity chief executive Barry Padgett said: “Historically, consumer packaged goods companies have had very little access to first-party data, making it incredibly difficult to truly know the customer and deliver relevant omnichannel experiences.

“Reckitt understands the need to build its own customer relationships. By embracing a first-party data strategy, Reckitt now has access to accurate customer profiles that will exponentially strengthen its reach.”

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