Trust is Like Virginity you can only lose it Once<br />
Content<br /><ul><li>A little bit of History
Contact Sport
Don’t touch the Purse
Thank You
Show me the Money
Things need to Change </li></li></ul><li>Manufacturer<br />Solutions<br />Patient and Consumer<br />Solutions<br />Pharmac...
4,499 cooperation pharmacies in 6 countries
Mail-order pharmacies
Over 500,000 customers daily
Dispensing of over 160 Mio. scripts a year
14 countries
140 branches
Partner for over 65,000 pharmacies and hospitals
More than 100,000 deliveries per day
26 countries
3 business units</li></ul>Celesio overview<br />3<br />3<br />
My Story<br /><ul><li>Started in Superquinn when I was 13
Youngest Store Manager at 23
Became Board Member in 2000
Joined DocMorris/ Unicarepharmacyas MD in 2006
MBA in Retailing and Wholesaling</li></ul> Marketing Degree<br />Wine Diploma<br /><ul><li>CCRRC of Europe</li></ul> CIES ...
Proud of our Teams Achievements<br />Our passion is to help our customers and patients to live healthier lives intelligent...
Sharing our Profit<br />Our Culture<br />Engage<br />“We Adapt to Achieve”<br />
Market Background & Challenges<br />Strikes Consumer trust<br />Economy<br />Profitability <br />Legislation <br />Sacred ...
Doc Morris is:<br />Value for<br />money<br />Innovation <br />Customer<br />Focus<br />Surprising New Pharmacy Experience...
We are DocMorris<br />
Colleague Engagement and Reward<br />Sales presentation run at Team meetings in <br />€25,000 To date<br />The Steering Wh...
Retailing is a Contact Sport<br />“There is only one Boss  The customer. They can fire everybody in the company from the c...
Reinforces other Activities<br />
Value for Money Proposition<br />Value for Money. Poor people need it and Rich people Love it.<br />
Sharing our Knowledge<br />
Upcoming SlideShare
Loading in …5
×

An Post & DocMorris/Unicare Loyalty Breakfast

2,759
-1

Published on

An Post was delighted to welcome Cormac Tobin, managing director of Unicarepharmacies/DocMorris where he shared his company's customer loyalty ethos and how it has resulted in increased sales and attraced 40,000 new members in just 12 months. Direct Mail played a key role in the communications, Cormac shows us how.

If you want to be invited to An Post Breakfast Briefings, email your details to mail.media@anpost.ie

Published in: Business, Education
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,759
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • help
  • Moments of Truth and raving fans
  • Relevant
  • An Post & DocMorris/Unicare Loyalty Breakfast

    1. 1. Trust is Like Virginity you can only lose it Once<br />
    2. 2. Content<br /><ul><li>A little bit of History
    3. 3. Contact Sport
    4. 4. Don’t touch the Purse
    5. 5. Thank You
    6. 6. Show me the Money
    7. 7. Things need to Change </li></li></ul><li>Manufacturer<br />Solutions<br />Patient and Consumer<br />Solutions<br />Pharmacy<br />Solutions<br />One of Europe‘s largest pharmacy operators<br />European key player in wholesaling and reliable partner for pharmacies<br />European specialist in integrated service solutions to pharmaceutical manufacturers<br /><ul><li>Circa 2,400 own pharmacies in 8 countries
    8. 8. 4,499 cooperation pharmacies in 6 countries
    9. 9. Mail-order pharmacies
    10. 10. Over 500,000 customers daily
    11. 11. Dispensing of over 160 Mio. scripts a year
    12. 12. 14 countries
    13. 13. 140 branches
    14. 14. Partner for over 65,000 pharmacies and hospitals
    15. 15. More than 100,000 deliveries per day
    16. 16. 26 countries
    17. 17. 3 business units</li></ul>Celesio overview<br />3<br />3<br />
    18. 18. My Story<br /><ul><li>Started in Superquinn when I was 13
    19. 19. Youngest Store Manager at 23
    20. 20. Became Board Member in 2000
    21. 21. Joined DocMorris/ Unicarepharmacyas MD in 2006
    22. 22. MBA in Retailing and Wholesaling</li></ul> Marketing Degree<br />Wine Diploma<br /><ul><li>CCRRC of Europe</li></ul> CIES Young Executives<br />
    23. 23. Proud of our Teams Achievements<br />Our passion is to help our customers and patients to live healthier lives intelligently responsibly creatively and cost effectively <br />5<br />
    24. 24. Sharing our Profit<br />Our Culture<br />Engage<br />“We Adapt to Achieve”<br />
    25. 25. Market Background & Challenges<br />Strikes Consumer trust<br />Economy<br />Profitability <br />Legislation <br />Sacred Cows/Legendary<br />Engage and Involve<br />No card or costly points addiction<br />
    26. 26. Doc Morris is:<br />Value for<br />money<br />Innovation <br />Customer<br />Focus<br />Surprising New Pharmacy Experience<br />
    27. 27. We are DocMorris<br />
    28. 28. Colleague Engagement and Reward<br />Sales presentation run at Team meetings in <br />€25,000 To date<br />The Steering Wheel and Monthly Bonus Report<br />Best Practice Refresh Units<br />
    29. 29. Retailing is a Contact Sport<br />“There is only one Boss The customer. They can fire everybody in the company from the chairman down, simply by spending their money somewhere else.”<br />We Lose 20% of our Customers not Because our Competitors did Something right but because we did Something Wrong<br />
    30. 30. Reinforces other Activities<br />
    31. 31. Value for Money Proposition<br />Value for Money. Poor people need it and Rich people Love it.<br />
    32. 32. Sharing our Knowledge<br />
    33. 33. Exceed Expectations<br />High impact, professional environment<br />Innovative products<br />New services<br />
    34. 34. “It’s not about the customer being loyal to us – it’s about us being loyal to the them “<br />
    35. 35. Today's wallet and Point Addiction<br />
    36. 36. Programme Objectives<br />Say a big ‘THANK YOU’<br />Consistent & relevant dialogue<br />Increase cross selling<br />Disease management and community<br />Our strategy:<br />Quarterly mailing <br />Offering compelling, relevant information <br />Generous PERKS and being loyal<br />
    37. 37. Relevant and Compelling<br />We called the programme Unicare PLUS. <br />We wanted to flip loyalty on its head – your loyalty programme, not ours.<br />We wanted to disrupt the marketplace – in a good way!<br />We recognised our brilliant colleagues and wanted to put them to the forefront of the programme.<br />Direct Marketing supported by in-store POS. <br />
    38. 38. Effectiveness of Execution<br />Tone of voice <br />Personalised<br />Friendly<br />Familiar <br />Funky and modern<br />An unexpected surprise<br />
    39. 39. Sign Up Target by End of 2011<br />60,000 Households<br />
    40. 40. Target Market Profiling<br />Customers<br /> only want to buy<br /> Two things Solutions to their<br />Problems <br /> Great<br /> Experiences<br />Women <br />50+<br />Prescription customers<br />Disease management<br />Mothers <br />
    41. 41. Effectiveness of Execution & Results Achieved<br />Customer research from our Trial & Format Improvements<br />No letter<br />How men and women behave<br />A more simplistic fold<br />Perks (coupons) showed how customers behaviour has changed<br />Tailored to me<br />Information was good but more<br />
    42. 42. Response to 1st mailing<br />
    43. 43. Response to Perks <br />TOP 5 PERKS<br /><ul><li>€5 off with €10 47.8%
    44. 44. FREE Kelkin Revive 46.5%
    45. 45. FREE chapstick 46.4%
    46. 46. FREE Nivea Creme 43.9%
    47. 47. FREE Thermacare wrist 42%</li></ul>BOTTOM 5 PERKS<br /><ul><li>€10 off fragrance sets over €55 0.8%
    48. 48. 50% off Rimmel eye shadow 1.7%
    49. 49. Rockstar Tan Mousse save €17.99 2.5%
    50. 50. Optrex Actimist save €10 2.8%
    51. 51. Party feet heel shields 3.1%</li></ul>Average redemption across mailings 15%<br />
    52. 52. Investment and pay back<br /><ul><li>Cost .3% of sales
    53. 53. Sales increase .65%
    54. 54. Supplier support -??
    55. 55. Brand recognition- Positive
    56. 56. Above industry redemption
    57. 57. Customer Satisfaction
    58. 58. Data Base & Knowledge</li></li></ul><li>What we did wrong<br />Poor perks in some mailings<br /> We became mean.<br />Slow with development of technology<br />Disease State mailings <br />It was new thinking<br />Late in to emailing Perks<br />
    59. 59. Next steps-Future Robust & Relevant<br />Strategies<br />
    60. 60. Brand Changing mailing<br />
    61. 61. Next Steps<br /><ul><li>Email perks
    62. 62. Face book link
    63. 63. Mobile Recognition
    64. 64. Apps & QR barcodes</li></li></ul><li>Next Steps<br /><ul><li>Analysing data and preference mailing
    65. 65. Partners and associations
    66. 66. Price comparison web site</li></li></ul><li>The Distinguishable Difference<br />Retailing is not just about products, fixtures and fittings it is about knowledgeable, inspired and passionate colleagues who give our customers and patients solutions to problems and great experiences and so compelling reasons to come back.<br />

    ×