Brand Alignment to Customer Lifestyle = +26% Sales

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CHALLENGE: 

A global pharmacy with over 75 years of brand heritage behind, have always been successful in retaining market share, but as more and more competitors from the grocery channel threatened their business, they needed a customer Unique Selling Point (USP).

DELIVERY: 

A dual strategic growth plan that appealed to existing customer base and recruited ‘new’ shoppers in which we identified new routes to market, products and clear segmentation and communication for ease of shop that provided education at the point of purchase. It also reduced the need to promote, thus driving category value.

IMPACT: 

The retailer became a ‘lifestyle’ brand partner to its customer base through all the life stages vs. a commodity brand that resulted in 42% reduction in promotions and 26% growth in sales.