Chemist Direct Dispenses with Batch-and-blast Marketing in Favour of Individualised Customer Retention Strategy
30 June 2016: The UK health & beauty market is expected to grow 23.6% by 2021, with online sales exploding. The total market, valued at over £35bn, had been traditionally driven by local pharmacies. However, ChemistDirect.co.uk, UK’s No.1 Online Pharmacy retailer dispensing prescriptions, medicines, specialist skincare products, everyday essentials as well as vitamins, supplements, is one of the ecommerce retailers disrupting the space.
Through the use of modern customer relationship management strategies and enabling technologies, ChemistDirect.co.uk is making the move to improve the traditional High Street pharmacy experience in the digital world. By partnering with Sailthru, the leading Customer Retention CloudSM for the world’s top retail and media companies, ChemistDirect.co.uk has evolved previously disjointed customer data and marketing programming to a connected and personalised cross-channel approach resulting in increased customer retention rates and incremental revenue from email and online channels.
ChemistDirect.co.uk ships over 2.1 million items a year and offers consumers an extensive range of Health and Beauty products whilst being able to fulfil medical prescription needs. With 7000 products available online and a customer base of more than 1.2m, ChemistDirect’s marketing leadership recognised the opportunity to further increase profitable growth through data-driven customer retention programmes.
Working with Sailthru, the team at ChemistDirect.co.uk has been able to:
- Create a single customer view, combining email and website click stream data to truly understand individual customer behaviours and Health & Beauty product interests
- Focus on real-time trigger based activity, such as abandoned basket emails and a personalised welcome stream upon newsletter sign up to increase speed to conversion
- Personalise product recommendations within email to drive long-term engagement and repeat purchase rates while decreasing churn
- Streamline email newsletter templates to increase operational efficiency and optimise for mobile conversion
As a result, ChemistDirect has increased revenue from retained customers:
- 106% increase in mobile email revenue
- 44% increase in mobile conversion rate
- 43% decrease in customer churn rates
- 17% increase in email open rates
- 21% increase in email click throughs
- 17% increase in total email revenue
Maya Moufarek, CMO, Chemistdirect.co.uk, commented, “As an ecommerce only retailer, we understand the importance of putting our customers first and it is something we feel is reflected in our rating as the UK’s No. 1 online pharmacy. Our long-term success depends on our ability to build enduring and valuable relationships with existing clients, which is why we’ve placed customer retention at the heart of our strategy.
“Working with Sailthru has improved the way in which we engage with our customers longerterm. We look forward to improving our leading-class experience for our customers even further by increasing our use of personalisation to manage marketing message cadence, deploy email communications at the ideal time for every individual customer, individualise website interfaces and predict customer behaviours to further optimise revenue.”
Neil Lustig, CEO, Sailthru, concludes, “Customer retention is the modern battleground for retailers. Marketers now have the ability to understand their customers at an individual level, but few are as mature in their use of that data as the team at ChemistDirect.co.uk. In our digital world, human connections matter more than ever before and Maya and her team are at the forefront of testing and prioritising personalisation initiatives as they recognise the opportunity to lead a new generation of pharmacies that make the process of buying everyday items and prescription medicines a modern and efficient experience.”
About ChemistDirect.co.uk – www.chemistdirect.co.uk
ChemistDirect.co.uk is the UK’s number 1 online retailer* of pharmacy medications, specialist skincare products, everyday essential toiletries, vitamins, supplements and we even stock a dedicated range of products to keep your pets happy and healthy. By shopping with us you can browse a larger range than your average High Street pharmacy whilst still being able to fulfil prescriptions via our team of GPhC registered pharmacists and all from the convenience of your own home. *UK’s #1 pharmacy based on
*UK’s #1 pharmacy based on Sempora ‘UK Retail Pharmacy 2014’ consumer study & Hitwise May 2015.