Case study of BloomReach customer Drugstore.com.

1. CASE STUDY | DRUGSTORE.COM 01
Profile Product
drugstore.com, inc. is a leading online provider of health, beauty, vision, BloomSearch
and pharmacy products, offering a wide assortment of more than 60,000
products at competitive prices while providing a convenient, private, and Impact
informative shopping experience. Increases in site visits and
amount of content being found
by natural search
Business Challenge
Many
drugstore.com™ is The Uncommon Drugstore™. The site offers a
breadth and depth of products that differentiates it from its online and
offline competition. With such a diverse merchandise assortment, the
drugstore.com marketing team puts a great deal of effort into marketing
its products so that they are found by search engines with compelling
content that encourages potential customers to click.
conversions from
Before implementing BloomReach’s BloomSearch, drugstore.com
BloomSearch-
employed a variety of technical best practices to optimize its site generated traffic
for natural search. One strategy was to develop custom content for
specific segments of the business targeted for growth. Relevant, come from new
useful content was improving search results, but the creation and
deployment process required significant resources from both the
customers.
business and technical teams.
“BloomReach solves the
Solution
fundamental scalability
BloomReach’s cloud marketing platform gave drugstore.com a way to
maximize the discoverability of content across its catalog. “With custom problem of being found.
content, you’re limited by resources and priorities,” says Colin Veach, And as a result, it has
Director of Online Marketing at drugstore.com. “BloomSearch allows become a core part of
us to operate at scale – something we just can’t do with people alone.
It offers us a data-centric approach to connect our products with what
our marketing mix.”
users want.” — Colin Veach
Director of
Online Marketing
drugstore.com

2. CASE STUDY | DRUGSTORE.COM 02
Implementation
The BloomSearch integration into the drugstore.com site was
straightforward. “The team was good about communicating with
us regularly throughout the process,” Veach reports. “In addition,
I have really been impressed with how willing they are to step in and
help with issues that fall outside of their implementation but that are
important for our customer acquisition efforts.” Now being discovered
BloomReach Drives Long Tail Traffic on drugstore.com:
Since implementing BloomReach in mid-2010, drugstore.com has seen
“captain america toothbrush”
increases in site traffic and also in the number of products that are
being discovered using natural search. Veach credits BloomSearch with “body wash containing
making a strong contribution to the site’s growth, as well as the number
of products discovered by the search engines. “BloomSearch gives salicylic acid” “skin tight
us an added benefit in areas where we’re not able to concentrate,” he toning serum” “vitamin water
remarks. “It particularly helps us in the long tail of search, which is an
important source of traffic for us.” lip balm” “anti itch shampoo”
“power crunch protein
A Channel for New Customers
Like virtually all online businesses, drugstore.com is laser focused on
energy bar” “best nail
new customer acquisition. The company has found that BloomReach polish remover”
supports this important goal. Many conversions from BloomSearch-
generated traffic come from new customers. “BloomSearch solves the
fundamental scalability problem of being found,” Veach comments.
“And as a result, it has become a core part of our marketing mix.”
BloomReach created the world’s first Web Relevance Engine dedicated to exposing the best
content on the internet to the right consumers seeking it on search engines and social platforms.
BloomReach, Inc. 399 West El Camino Real, Suite 100, Mountain View, CA 94040