Reckitt Benckiser (RB), the parent company of Durex, historically sold to the public through traditional 3rd party bricks and mortar stores. They aspired to launch a new range of sex toys to complement the 35% global market share of condoms they already had but sell directly to consumers. Having not sold through this channel before, this decision was an enormously important one, and Durex selected Summit to help them on their journey.
The challenge for Durex was to realize the ambition to evolve from a manufacturer and brand owner in to an active retailer. This involved designing and developing a new safe and trusted online environment for all Durex customers to explore the brand. This environment would provide an inspiration and resource centre of excellence for sexual wellbeing, and incorporate an ecommerce shopfront to sell directly to consumers.
Summit’s Retail Value Chain was employed in fullness to bring to life the Durex project. Summit established the wisdom of the move with a comprehensive research exercise, calculating whether the opportunity truly justified the investment necessary to launch an online sales channel.
We meticulously built up a comprehensive picture of the marketplace and a strategy to go to market, delivering a blueprint for success for an online Durex business.
Following this, Summit built transactional ecommerce sites for the UK and US markets using Magento, and developed the operating model for ecommerce success.
Summit took responsibility for the management and trading of the online Durex business in its entirety – from pricing, ranging, promotions and merchandising to returns, strategic trading recommendations and P&L management.
Our fully-managed service included multi-channel marketing strategy and delivery across paid search, display, affiliate marketing, feed management, social media and email channels, and the one-partner model has proved to be far more than a great launch story for a famous brand. Enabling the Durex to roll out its ecommerce initiative across crucial markets it has furthered RB’s evolution from manufacturer and distributor to dynamic online retailer.
3-4 stats that are most relevant to the audience i.e. Increase in revenue, new customers reached etc.
300% uplift in natural search visibility since launch
6.2X growth in traffic to the UK website
3X growth in conversion rate YOY
< 80,000 orders
Summit ecommerce model rolling out worldwide across 5 RB household brands