Australia’s retail pharmacy industry is highly competitive, dominated by key players Chemist Warehouse (My Chemist Retail Group) and Priceline Pharmacy (API). How does a competitor rise in a saturated market to claim third position behind the big two? This was the scenario faced by Blooms The Chemist, a community based retail pharmacy group comprising 86 stores across NSW, QLD & VIC.

Objectives

During initial consultations, it became clear the way forward for Blooms involved:

  • Brand distinction within the market’s cluttered, low price messaging to find a unique identity.
  • Establishment of brand values that resonate with Blooms’ core target demographic.
  • Creation of unique selling points.

Approach

The campaign strategy introduced changes in the following areas:

  • Messaging: Deviating from the standard messaging of Blooms’ competitors, cricket legend Steve Waugh, AO, and his wife Lynette Waugh, a stroke survivor, were signed as brand ambassadors. This perfectly aligned with the core target demographic (50+)
  • Brand position: Following a brand repositioning strategy, Blooms re-emerged as the “First Call Pharmacy Professionals”. The new focus championed the pharmacist and focused on quality service.
  • Marketing activity: Service offering was emphasised throughout all communication, such as highlighting Blooms Health Checks for common ailments.
  • Strategic media buy: Planned to create a more thorough communication plan with higher frequency of activity across traditional media platforms.

Results

Highlights from the campaign results included:

  • Increase in retail sales by 4.59%, gross product by 5.45% and quantity sold by 1.76% in reaction to the launch campaign.
  • Canstar Award for Customer Service awarded to Blooms in 2015 and 2016.

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