Chemist Direct Dispenses With Batch-And-Blast Marketing In Favour Of Individualised Customer Retention Strategy

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Sailthru

30 Jun, 2016, 15:45 GMT

- The largest online pharmacy retailer in the UK finds success with Sailthru; decreases churn by 43% and increases channel revenue by 17% -

NEW YORK, June 30, 2016 /PRNewswire/ -- 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.  

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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 longer-term.  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 Sailthru – www.sailthru.com 
The Sailthru Customer Retention CloudSM helps modern marketers at leading retail and media companies build deeper, longer-lasting relationships with their customers. Sailthru personalises individual customer experiences across digital communication channels – in email, on a brand's website and in their mobile applications. Sailthru-powered 1:1 relationships with consumers help drive higher revenue, improve customer lifetime value and reduce churn for the world's most innovative publishers, including The Economist, Business Insider and Mashable, and the world's fastest growing ecommerce companies, including Rent The Runway, JustFab and Alex and Ani. Founded in 2008, Sailthru is headquartered in NYC, and backed by an exceptional group of investors, including Benchmark, RRE Ventures, DFJ Gotham, Scale Venture Partners, and AOL Ventures. For more information, please visit www.sailthru.com

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 Sempora 'UK Retail Pharmacy 2014' consumer study & Hitwise May 2015.

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