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.
