BACKGROUND

Co-operative pharmacies needed to rebrand to ‘Well’ across 780 branches and position themselves as a local community pharmacy without losing customers.  

SOLUTION

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. 

Results

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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