Reckitt: retailer loyalty for retailers & chemists
Hygiene brands sell through two trades with different metabolisms: kiranas, where range and visibility drive sales, and chemists, where adjacency to OTC purchases shapes the basket. A single scheme structure misfits both — and claims-based settlement, the category norm, generates dispute backlogs that quietly poison trade relationships.
The challenge
Reckitt's portfolio needed trade-segmented engagement — chemist-appropriate and kirana-appropriate scheme logic on one platform — and an end to the 90-day claims-and-disputes settlement cycle that had eroded scheme participation.
What Unotag did
Trade segmentation architecture
Unotag profiled the two trades from invoice data and built parallel scheme tracks: chemists earn on hygiene-OTC adjacent baskets matched to their purchase patterns; kiranas earn on range slabs across the home-hygiene portfolio. Same platform, same wallet, different logic — so the brand runs one program while each trade experiences one designed for it.
OCR settlement replacing claims
The claims process was eliminated rather than digitised: Unotag's OCR validates outlet invoices continuously, achievements accrue in real time, and settlement became an automated period-close event. The dispute backlog — the real relationship cost — stopped accumulating from day one.
Dormancy-fighting streak design
Scheme-end dormancy is FMCG's silent program killer: outlets engage during windows and vanish between them. Unotag designed monthly active streaks with escalating bonuses, making consecutive engagement itself the rewarded behaviour and flattening the participation sawtooth.
Vernacular self-service
Statements, scheme progress, redemption and dispute resolution moved into WhatsApp in 11 languages — collapsing the call-centre load and giving the trade the transparency that claims-era schemes never offered.
Scheme-response measurement
Unotag instrumented every scheme against control outlets, giving Reckitt per-scheme incrementality, cost-per-incremental-unit and cannibalisation flags — converting trade spend from a budget line into a measured portfolio.
The value Unotag added
Trade-fit doubled engagement quality
Chemist participation transformed once schemes matched chemist baskets — segmentation, not spend, was the unlock.
Settlement became a non-event
Continuous OCR verification turned the most adversarial moment in the trade relationship into an automated, trusted process.
Sustained activity replaced scheme spikes
Streak mechanics measurably flattened the engagement sawtooth, lifting baseline range penetration between scheme windows.
Trade spend became auditable
Control-group instrumentation let category managers defend and reallocate scheme budgets on evidence.
What made it work
1. Different trades need different scheme logic on shared infrastructure — not separate programs.
2. Removing claims (not digitising them) is what kills disputes.
3. Streaks address the dormancy problem schemes themselves create.
Facing the same challenge?
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