How PromoFarma faces the challenge of customer retention
Posted: Mon Jan 06, 2025 8:46 am
For the last content of the day we focused on one of the topics that concerns any eCommerce professional: how to retain customers? To do so, Judit Griecs , CMO of PromoFarma , took the stage .
« Gaining a new customer is expensive, losing one is even more so, and gaining one back is not impossible, but it is even more expensive ». Judit pointed out that the main challenges to customer retention today are the increase in acquisition costs (CPS and CPM), the saturation of communications, the fact that the purchasing channel is becoming less and less important (what matters is the product), changes in consumer habits and the market and competition environment.
In their specific case, the pharmacy and parapharmacy sector has seen an acceleration in digitalisation as a result of the pandemic. This is positive for their business model, but it has inevitably caused the competition to also go digital or for new brands to be born based on digital.
And this is where retention comes into play , as a benin number data fundamental strategy to emerge victorious . As for its keys , Judit highlighted the following:
Retention starts at acquisition.
We must work on highly relevant and targeted communication.
High-value, personalized content must be generated.
Design a good browsing, purchasing and post-sale experience.
Create a bond with the client.
To illustrate this, he gave us the example of PromoFarma's loyalty program: Health Points . This is based on the premise of tracing a path that goes from the transactional relationship to the emotional value, and is developed in two phases:
Transactional benefits : the customer earns points for each purchase, accumulates them and uses them to level up and save on future purchases.
Emotional bond : a sense of belonging must be built. The benefits for customers (exclusive offers, exclusive content, early access or priority in services) translate into opportunities for the company (improved quality of the database, new communication opportunities and opportunity to draw up promotional strategies), which can materialize into benefits (improved KPIs of retention and engagement).
« Gaining a new customer is expensive, losing one is even more so, and gaining one back is not impossible, but it is even more expensive ». Judit pointed out that the main challenges to customer retention today are the increase in acquisition costs (CPS and CPM), the saturation of communications, the fact that the purchasing channel is becoming less and less important (what matters is the product), changes in consumer habits and the market and competition environment.
In their specific case, the pharmacy and parapharmacy sector has seen an acceleration in digitalisation as a result of the pandemic. This is positive for their business model, but it has inevitably caused the competition to also go digital or for new brands to be born based on digital.
And this is where retention comes into play , as a benin number data fundamental strategy to emerge victorious . As for its keys , Judit highlighted the following:
Retention starts at acquisition.
We must work on highly relevant and targeted communication.
High-value, personalized content must be generated.
Design a good browsing, purchasing and post-sale experience.
Create a bond with the client.
To illustrate this, he gave us the example of PromoFarma's loyalty program: Health Points . This is based on the premise of tracing a path that goes from the transactional relationship to the emotional value, and is developed in two phases:
Transactional benefits : the customer earns points for each purchase, accumulates them and uses them to level up and save on future purchases.
Emotional bond : a sense of belonging must be built. The benefits for customers (exclusive offers, exclusive content, early access or priority in services) translate into opportunities for the company (improved quality of the database, new communication opportunities and opportunity to draw up promotional strategies), which can materialize into benefits (improved KPIs of retention and engagement).