Retail Case Studies
Point of Care Marketing helps retailers build foot traffic and frequency, while driving cross-category sales.
CASE STUDY: Driving consumers from their high-volume practices to surrounding key retailers
Challenge
Drive patients from our network of high-traffic, high-prescribing physician offices to their pharmacy. Boost the client’s new script and refill business, while increasing cross-category sales.
Solution
Use Consumer Engagement Displays to feature messaging in physician offices surrounding the retailer’s key trading areas to drive more traffic to their stores.
Results
Pilot project generated a 3-to-1 ROI based on prescription conversion. National project generated a 5-to-1 ROI.
CASE STUDY: Offering the right coupons at the right time
Challenge
Drive incremental traffic to a key mass retail customer. Build trip frequency, especially for fill-in and single purpose trips.
Solution
Create a series of themed coupon books delivered to targeted consumers just prior to a shopping trip. Distribute within the retailer's draw areas.
Make sure each book features a different mix of client brands according to the venue type. Design distribution to maximize store coverage and stay within the client's budget. Venues and targets including:
- Childcare during PM pickup
- Elementary school parent nights
- Veterinarian offices
- Hispanic families
Results
Retailer approved additional executions and supported with merchandising in areas such as checkout lanes. Program circulation tripled.
CASE STUDY: Creating marketing efficiency for challenger brands
Challenge
Compete with larger, deep-pocket competitors for share of the key retail, pharmaceutical, and OTC categories. Leverage the following insights:
- Point of Care Marketing is the great equalizer because it reaches consumers as they move from consumer to shopper mode.
- 55% of the Point of Care Marketing audience has a prescription in hand.
- 74% will make a shopping trip following the doctor visit.
Solution
- Reach consumers through healthcare providers with education and high value offers.
- Develop a series of handy booklets for consumers to pick up.
- Place CEDs and take one counter cards in high traffic locations within the office.
- Target primary care providers and high value specialists (cardiologists, endocrinologists) within client pharmacy draw areas.
Results
National campaign projected to generate a 5-to-1 ROI based on test results.
CASE STUDY: Tapping the Hispanic Market
Challenge
Help a major mass retailer drive incremental visits, particularly among the fast-growing Hispanic market.
Solution
Identify pediatricians and OB/Gyn offices with high Hispanic traffic and within the retailer's draw areas.
Place bilingual ads and literature on CEDs in Pediatrician and OB/Gyn offices, so the retailer has the last point of contact just prior to a shopping trip or prescription pickup.
Results
The client doubled its CED schedule in the second year.
