Unleashing the potential of omni-shopper strategies in the health products category

  • Europe
  • |
  • UK, Russia
  • Direct-to-consumer

Impact

110% potential increased revenues through an integrated PHYGITAL shopper development plan that captures the key shopper occasions across 5 countries, by activating the customer journey from digital touchpoints to store-level implementation.

Issue

Our client is a world leader in premium VMS (mineral and herbal supplements). The multibillion-dollar business success of the US operation was not replicable internationally. Globalpraxis was commissioned to identify the growth obstacles and recommend the right development strategies in five key international markets.

Approach

Globalpraxis developed a unique omni-shopper behavior analysis methodology combining digital data and other sources, with information gathered from store data and more than 20.000 shopper interviews. It was key to understand the critical factors behind the fundamental elements of shopper behavior: pre-purchase, purchase, and post purchase. The roles of influencer, prescription, and tools used during the purchase process all proved to be essential. Based on the analysis, we were able to identify key purchase occasions, which were then used as the basis for an operational plan in the stores. The big data approach combined the modeling of demographics, web and digital touchpoints, influencers and stores.

Outcome

Globalpraxis is a pioneer in combining the power of digital and physical market reality analysis in order to generate sustainable growth. In this case, the superbly integrated final implementation program was an important milestone in accelerating the international growth.