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Retail Technology, Retail technology News

Pharmacy2U updates merchandising for online growth

Thursday August 12 2010

Retailer gets a dose of behavioural merchandising and increases average order values by over 12%

Retailer gets a dose of behavioural merchandising and increases average order values by over 12%


Pharmacy2U is working with Avail Intelligence to increase sales and improve customer service online.


The pioneer of internet pharmacy is using Avail’s behavioural merchandising suite to provide real-time recommendations for site visitors based on the surfing habits of customers matching their profile.


Stocking thousands of lines, Pharmacy2U required a means to present only the most relevant items to shoppers online. This is particularly important to the retailer, which strives to make it as convenient as possible for consumers to get the medicines and personal care products they need.


Providing a personalised shopping experience is now a vital element of online retail and proven to have a direct impact on sales. A recent Avail-sponsored YouGov poll of over 2,100 UK consumers found that 35% of would spend more online if retailers offered better customer care or advice. This has been the case for Pharmacy2U and customers are already responding to the tailored experience offered on the site. The retailer has seen average order values increase by 12%.


On-demand marketing scalability


“It was a straightforward choice to make when it came to choosing a merchandising solution that could deliver,” said Daniel Lee, managing director at Pharmacy2U. “Avail’s on-demand model provides us with the scalability we need to cope with the peaks and troughs we typically see and places no constraints on our hardware set-up. When we coupled that with the company’s proven heritage in online retail, we realised we had found the perfect partner for our needs.”


“Customers are coming to expect convenience in every aspect of their lives, especially when it comes to shopping online, which is fundamentally built on this trait,” said Pontus Kristiansson, chief executive and co-founder of Avail Intelligence.


“Many retailers perceive product recommendations as most valuable for selling one-off items that consumers want rather than need,” he added. “But Pharmacy2U understands the importance of treating the customer as an individual when it comes to the everyday items they use.”