Case Study: Unilever drives growth with Greenbook and SKIM's NRM solution

Unilever uses Greenbook to boost pricing decisions with 2 virtual shelf studies

The customer, Unilever, was challenged with driving top and bottom-line growth in the FMCG sector. This required providing the right products at the right price for consumers and creating value for retail customers, all while operating within legal limits that prohibit resale price maintenance in some countries. To tackle this, Unilever partnered with the vendor Greenbook (SKIM) to adopt a net revenue management (NRM) approach.

Greenbook (SKIM) implemented its NRM Framework, utilizing discrete choice modeling to conduct virtual shelf studies for two Unilever brands. This solution predicted shopper behavior and assessed the volume and revenue impact of potential price and pack size changes. The result was that Unilever received a simulator tool to predict behaviors across segments and scenarios. This allowed them to step-up retailer conversations with factual insights like price elasticity, leading to very positive customer feedback and enabling growth.

Unilever