Founded in 1969, the Jean Coutu network is one of the most trusted names in Canadian pharmacy retailing, with 419 franchised stores in Quebec, New Brunswick and Ontario under the banners PJC Jean Coutu, PJC Santé and PJC Santé Beauté. Jean Coutu aims to offer the advantages of a large drugstore chain and the personalized service of a local pharmacist.
Jean Coutu’s mass email wasn’t providing relevant offers or driving customer engagement. Even though they could access customer data, the team wasn’t using the data for marketing communications because they lacked actionable insights. Despite a strong market presence, the pharmacy chain was falling behind a competitor with a strong customer loyalty program.
“We knew we needed to leverage our customer data and personalize our marketing emails to keep our market share. With OSF, we now have effective communications with customers that drive engagement and sales. We’re making better use of our loyalty program, and our customers now see us as an expert and thought leader because of the relevant content we deliver to their inboxes.”
Senior Manager – Loyalty program, Groupe Jean Coutu
OSF Digital developed a strategic roadmap to move toward a personalized email program based on customer data and delivered through Salesforce Marketing Cloud. We built a product recommendation engine to provide relevant offers based on customer data to each customer for more personalized e-flyers.
The drug store chain went from mass communication to one-to-one communication in six months and saw a 5% increase in sales from personalization and loyalty offers. The company now can track customer engagement more effectively and quickly as well as provide more relevant offers and content fast.