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Health Mart amps up ad presence

BY Michael Johnsen

 
 
SAN FRANCISCO — Independent pharmacy franchise Health Mart this week launched a national radio and digital advertising campaign designed to help bring more patients into Health Mart pharmacies. Targeting every market with a Health Mart pharmacy, the campaign is supported by marketing solutions that enable stores to leverage the Health Mart brand and to promote their personalized services in their own way.
 
“This campaign is one more way we are investing in the success of local Health Mart pharmacies by building awareness of the Health Mart brand and bringing new customers to every store in every market,” Health Mart president Steve Courtman said. “In addition, Health Mart is investing significantly in the development of customizable marketing tools that enable stores to amplify the local impact of national campaigns like the radio spots.”
 
During September and October, Health Mart national radio commercials will be featured on popular shows and major events such as live NFL Sunday games, “A Better Life” with Dr. Sanjay Gupta, the “Rachael Ray Show,” “Dr. Phil,” “Doug Stephan’s Good Day,” “Delilah,“ “The Tonight Show Starring Jimmy Fallon,“ Fox News and Sports, “The Rich Eisen Show,” “Casey Kasem’s American Top 40 Countdown” and “The Crook and Chase Countdown.”
 
According to Health Mart marketing director Michelle Gilliam, the campaign also features digital advertising to help drive patients into Health Mart stores by inserting ads into relevant online, mobile and social sites potential patients visit.
 
“Recent digital campaigns have brought more than 144,000 consumers to the online store locator and have proven that digital marketing allows us to more effectively reach customers, gain insights and improve efficiency for future campaigns,” Gilliam said.
 
Health Mart is also co-hosting weather safety events with local TV weather personalities at stores in Memphis, Tenn. and Jackson, Miss. that are designed to educate consumers about being prepared for weather emergencies, and will be supported with additional TV advertising to drive traffic.
 
The campaign focuses on price, convenience and the fact that their Health Mart pharmacist knows their medications. In addition to the national campaign, Health Mart members can capitalize on the corporate-sponsored activities and attract more customers by adding their own local marketing efforts with customizable templates and marketing tools. Available on the Health Mart Marketing Hub, the campaign features access to matching funds and new support options to help pharmacies implement local marketing plans.
 
Coinciding with the campaign, Health Mart will also launch a refreshed Health Mart website featuring updated branding, design and messaging. The new national franchise website also includes an enhanced store locator to make it easier for consumers to find their local Health Mart pharmacy, the company said.

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Study: Smartphones key to online shopping

BY Dan Berthiaume

NEW YORK — More and more consumers are browsing, creating baskets and making purchases from their smartphones, according to the latest Demandware Shopping Index.

Globally, phones accounted for 94% of the year over year increase in e-commerce traffic, 74% of the increase in basket creation and 47% of the order growth.

“Demandware is advising retailers that it is essential for brands to seamlessly integrate mobile into their global growth strategies, but local preferences and behaviors must be considered when entering new markets,” said Rick Kenney, industry principal at Demandware.

For example, retailers in the UK are seeing the largest boost in phone orders – with 25% of all transactions coming via phone, a 45% increase year over year. U.K. consumers are also most likely to buy on tablets. Tablet order share in the U.K. was 24% in Q2 2015, 7% higher than in any other region. Conversely France and the U.S. experienced the lowest rate of tablet orders globally with only 12% and 14%, respectively.

Shoppers are also creating more baskets than ever. Globally, basket creation is up 26% year over year. Phones are the primary driver of this trend, with the percentage of shoppers adding an item to a cart via a smartphone up 15% year over year.

With their wish lists now at their fingertips, shoppers are able to access saved items whenever they like. This means there is an opportunity for retailers to turn previously idle moments into a time for customers to make a spontaneous purchase from their basket.

Additional global findings:

  • The ubiquity of the phone is driving all activity on tablets down. Traffic share is down 10% year over year and order share is down 2% year over year.
  • The shopper journey is increasingly beginning with phones and ending with computers. Mobile browsing accounted for a 94% increase in traffic year over year, while 65% of all digital commerce orders still take place on computers.
  • iOS trumps Android when tablets and phones are both factored in. But looking at phones alone the gap is starting to close – with iOS only 15% higher in order and traffic share, compared to Android. iOS devices deliver only a slightly higher AOV over Android, $107 to $96.
  • Home goods accounted for the highest phone order share (23% globally). Health & beauty brands drove the most phone traffic (46%), but the least amount of orders (17%). Active apparel brands saw the biggest jump year over year in phone orders (+76%).

“What’s clear from this quarter’s data is the relentless move towards phones for browsing and purchasing,” said Elana Anderson, senior VP Worldwide Marketing, Demandware. “As we move into the holiday shopping season, retailers must enable personalization at every touch point – whether on mobile, online, in-store or on a social platform. The winning brands will crack the code to best engage with their mobile shoppers via highly personalized content and promotions no matter where they are in the world.”

Get the full Q2 2015 Shopping Index here.

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Daily Diversion: International Chocolate Day edition

BY DSN STAFF

Sept. 14 as international chocolate day, and to celebrate, the New York Daily News shared some facts about chocolate that might be surprising to even the most ardent chocolate aficianados. 

So to find out why chocolate makes you so happy and whether or not it’s really that bad for your teeth, click through to see the News’ full list of chocolate facts. 

Click here to read the list. 

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