Co-operative pharmacies needed to rebrand to ‘Well’ across 780 branches and position themselves as a local community pharmacy without losing customers.
Based on the insight that 90% of their customers lived within a mile of their local branch, Well created individual catchment areas and delivered branch specific door drops. Vouchers were included to drive visits and spend.
Targeted door drops were fundamental to a successful rebrand.
Prompted awareness increased nationally 4% in just 3 months and reached as high as 12% in the door dropped areas. 6% of all respondents cited the door drops as the reason they knew the brand.
Voucher redemptions were 0.4% during the campaign period, compared to 0.04% typically seen by door drops and drove an increase in basket spend per customer of 120%.
Source: Well - DMA Award Winner Silver 2015
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