Reckitt Benckiser plc is using both online and offline media to build market share for its Lysol cleaning products line.
Dadi Akhavan, president/COO of E-Centives Inc., which developed Reckitt’s site, said at DMD New York last month that the Wayne, NJ company is using its Web site (www.Lysol.com) to track online coupon redemption rates, analyze customer buying patterns and introduce new products.
The goal is to use the information to create personalized coupons for consumers.
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