Brief
To determine the current customer journey when visiting a pharmacy:
- What digital interactions are customers looking for in a pharmacy?
- How can we expand our retail network and attract more suppliers?
- What additional products/services our customers seeking for in a pharmacy?
Strategy
Online study of a representative sample of the Australian general population and Pharmacy 4 Less Database Sent via email.
- 1798 successful valid responses.
- Online Study of Pharmacy 4 Less franchisees and suppliers sent via email. 26 Franchisees and 54 Suppliers.
- Gap analysis between current performance and customer expectations
Success
Research showed customers purchase journey when visiting a pharmacy, what are their key pain points and what digital interaction they are looking for:
- Path to purchase of both customers and noncustomers allowed us to deliver a strategy optimising the customer shopping experience when visiting a pharmacy.
- Development of the “Customer First” program and an omnichannel strategy, strengthening the brand ecosystem and increasing brand’s online offer.
- Understanding of existing relationship with Franchisees and Supplies – what do they love and areas for improvement.
- Determination of additional products and services that customers and noncustomers would like to purchase at a pharmacy. This allowed us to devise a new product/service offer, focusing on increasing the instore visits.
Format: Pharmacy stores
Store Location: Across Australia
Number of Stores: 100
Merchandise Mix: Prescription pharmacy, health, wellness and beauty