Case Study: Red Bull achieves category growth and better customer insight with dunnhumby

Red Bull - Customer Case Study

Red Bull partnered with Dunnhumby to better understand Energy Drinks shoppers and improve category leadership in Shoprite’s Checkers stores in South Africa. Faced with low involvement in assortment decisions, Red Bull wanted a more customer-first approach to optimise assortment, shelf plans and in-store tactics using customer data and insight.

Dunnhumby used its Shelf Review solution, combining performance, cross-shopping and basket analysis to guide assortment recommendations and till-point cooler placement. The retailer tested the ideas in selected stores, and Energy Drinks grew ahead of the wider Carbonated Drinks category across three regions, with value growth of 21.7% vs 14.5% in Great North Area, 25.6% vs 20.3% in Western Cape, and 31.9% vs 5.4% in KwaZulu-Natal, while water-and-Energy Drinks cross-shopping rose by 30% to 54%.

Red Bull