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Drug Store Pharma background

Use case

CREATING MORE EFFECTIVE CUSTOMER JOURNEYS FOR A MAJOR CANADIAN PHARMACY RETAILER
CUSTOMER PROFILE:
  • Industry: Retail – Drug Stores & Pharmacies
  • Product portfolio: Pharmaceutical products and consumer goods
  • Headquarters: Canada
  • Brand presence: Canada
  • Employees: 20,000+
  • Major drug store chain in Canada
  • Network of 416 franchised stores
CHALLENGES
  • Marketing program limited to mass-produced weekly standard flyers with no personalization
  • Falling behind a competitor that had a strong customer loyalty program
  • Lacked actionable customer insights
  • Customer data not being leveraged for marketing communications
OBJECTIVES
  • Define and implement an EMAIL MARKETING PROGRAM
  • ENGAGE WITH CUSTOMERS and drive more in-store foot traffic
  • Access CUSTOMER INSIGHTS
  • Leverage email marketing to MAINTAIN MARKET SHARE
  • Develop a PERSONALIZED E-FLYER based on customer purchase patterns
SOLUTION
  • Developed a strategic roadmap to move from mass communication to segmented communication to one-to-one personalization on Salesforce Marketing Cloud
  • Built an engine to recommend complementary products to each customer and ranked products by leveraging customer data to introduce custom loyalty offers
  • Created more relevant, personalized editorial content in customer emails
RESULTS
  • The drug store chain went from mass communication to one-to-one communication in six months and saw the average sales spend of subscribers compared to non-subscribers increase by 15% from personalization and loyalty offers. The company now can track customer engagement more effectively and quickly, providing more relevant offers and content fast. By reinforcing value and expertise to customers, the company also gains more trust.
TECH STACK
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