AI to ROI: Case Study - Reckitt
Where AI News Meets Business Impact
Reckitt uses AI to redefine revenue growth management
Company Profile
Reckitt is a British multinational consumer goods company and global leader in health, hygiene, and nutrition products. Reckitt manufactures trusted household brands, including Lysol, Dettol, Finish, Mucinex, Nurofen, Strepsils, and Durex. Operating globally, Reckitt sells approximately 30 million products daily and employs over 40,000 people across 125 countries.
The Challenge
For years, Reckitt’s Revenue Growth Management (RGM) approach was reactive and fragmented:
Pricing and promotion decisions were made in silos, using disparate technology systems and relying heavily on individual judgment and spreadsheet analyses.
Facing margin compression, inflationary headwinds, and intensifying competition, the Reckitt leadership team recognized the need for a transformative, data-driven RGM approach that was predictive and scalable across global operations.
The Solution and Implementation
Reckitt partnered with McKinsey to design and deploy RGMx, McKinsey’s modular, AI-enabled platform that fundamentally reshaped revenue growth management. Reckitt embedded change through a People, Process, and Technology framework, training teams on real tasks with live data, redesigning workflows to integrate analytics, and designing tools to solve actual challenges. The implementation process had three phases:
First, Reckitt invested in master data quality, technology architecture, governance, and cross-functional collaboration, engaging Commercial, Finance, and IT leaders from the outset.
Then the rollout began in major markets, including the U.S., Canada, the U.K., Germany, and Australia.
For markets with less mature capabilities, Reckitt deployed RGM Core, a streamlined version to build data discipline.
Once in operation, the RGMx platform leveraged AI to analyze datasets that would be impossible to process manually, enabling robust scenario analyses across pricing, promotions, assortment, and trade investment.
Results and ROI
Since 2021, RGMx has been deployed across 35 markets, delivering significant impact:
Revenue Growth: Over $100 million in revenue gains
Training: Thousands of colleagues trained in RGM
Coverage: 100% of net revenue covered
Operational Impact: Higher category profits, stronger promotion ROI, improved profitability
“We designed the tools backward from the tasks our teams had to complete,” explains. “When technology solves exact challenges people face, adoption becomes natural.”
“RGMx has helped us move from optimizing prices to shaping the future of categories. We can now design propositions that grow the total category, not just our share.”
“The platform created unprecedented alignment between global and local teams. “For the first time, a brand manager, commercial lead, and category director can look at the same data, test the same logic, and track outcomes together. That shared transparency has been a massive unlock for collaboration and accountability.”
- Barney Collins, Reckitt’s Global Trade Marketing and RGM VP
“It wasn’t about bringing in a tech solution and hoping it would boost performance. We showed how it would embed into the commercial planning process, reshape decision-making, and create tangible value. RGM must be viewed as a long-term organizational capability—one that becomes embedded in an organization’s daily ways of working.”
- Varun Kakaria, Reckitt’s North America CIO
“The RGMx tool analytics now enable users to identify and simulate multiple pricing and promo initiatives with much higher granularity and speed.”
- McKinsey partner Evagelos Athanassiou.