2ª Jornada COCOS DAY
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Cómo aprovechar las redes sociales para generar tráfico de clientes a la farmacia
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2ª Jornada COCOS DAY
- 1. Cómo aprovechar las redes sociales para generar tráfico de clientes a la farmacia Del ON al OFF Inma Riu Torrens @inmariu
- 7. Los grandes olvidados: los SMS
- 8. Los grandes olvidados: los SMS Duane Reade by Walgreens 2014
- 9. Cómo darle “vida” a las Apps Duane Reade by Walgreens L’Oreal
- 12. Newsletters Los ratios medios de acciones de emailing de fidelización en España son, según Experian : Abridores: 18,52%. Clickers: 3,98%. Reactividad: 18,58%. Bajas: 0,04%. Aperturas: 29,74%. Clicks: 6,46%. Fundamental: tener una base de datos en la farmacia de máxima calidad y trabajar los programas de fidelización en el punto de venta y el mundo online
- 17. Crea comunidad con tu entorno digital
- 19. Gamificación y farmacia ¿buen tándem?
- 21. ¿En qué idioma hablas? In What tongue do you speak? http://www.the-gma.com/in-what-tongue-do-you-speak
- 23. ¿Te limitas a dar consejo en tu entorno?
- 24. ¿Sabes sacarle el máximo provecho a las redes sociales?
- 33. Fuentes consultadas http://blog.infoe.es/como-usar-el-sms-en-campanas-de-marketing/ (15/4/16) http://www.elmundo.es/economia/2016/04/06/57052390268e3ea5248b45a8.html (12/4/16) http://www.lavanguardia.com/vida/20160411/401025380449/el-comercio-electronico-vende-ya- el-3-de-medicamentos-de-farmacia-de-china.html (12/4/16) http://www.expansion.com/emprendedores- empleo/emprendedores/2015/07/03/5596d05be2704ee65b8b459e.html (12/4/16) http://www.cateconomica.com/Articulo/El-comprador-online-se-hace-mayor (12/4/16) http://www.retail-is-detail.com/retail/baby-boomers-and-millennials/ (12/4/16) http://www.experian.es/servicios-marketing/benchmark-email-marketing-estudio-espana.html (13/4/16) http://www.lavanguardia.com/vangdata/20150420/54430743206/retrato-linguistico-de-catalunya- en-cinco-graficos-interactivos.html (15/4/16)
Notas del editor
- Cuando estaba preparando esta presentación salieron los resultados de Alibaba y el informe de la sociedad de la información de telefónica… todos parecían querer ir en contra de esta ponencia
- 8.7 de 10 móviles en España son teléfonos inteligentes. ¿Lo sabíais? Pero… a pesar de eso.... La compra es totalmente experiencial. ¿Cómo te sientes cuando vas a comprar y te tratan bien? ¿Cómo te sientes cuando preguntas por un producto y te lo explican y argumentan? ¿Cómo te sientes cuando sales con un paquete de muestras específicas para tu piel? libros recomendados: Por qué unas tiendas venden y otras no de Luis Lara y Jorge Mas y smart Retail de Richard Hammond
- Most boomers will be in their 60s and 70s next year, and retailers that cater to these consumers would need to adjust to make shopping easier for them. As consulting firm PwC noted, “the Baby Boomer generation will age with increased financial resources and with a greater emphasis on youth and vitality than previous generations. As a result, they not only will tax manufacturers to adapt products to their specific post-retirement needs, but also will require retailers to respond to their evolving needs as they approach the age of 70 in 2015.” Retail expert Georganne Bender pointed out in VOAnews.com that this can already be seen at some drugstore chains. “They’re re-setting their counters, not putting things too high or too low, [and] they’re putting carpeting in the store,” she told the publication. On the flip side, Gen Y—a young but equally large—market segment will also be a major influence in retail. Merchants who want to reach millennials will need to invest in mobile, as they are the largest group of smartphone owners (and adoption is still growing). Speed is also an essential factor when it comes to reaching the Gen Y market. As a generation that grew up in an age where almost anything is just a click away, millennials have a tendency to be impatient. Retailers who want to engage them must invest in more robust order fulfillment systems and fast (but excellent) customer service.
- SMS el gran olvidado
- el SMS ofrece un ratio de conversión seis veces mayor que el correo electrónico y los cupones se canjean incluso 10 veces más por este canal. http://www.the-gma.com/how-to-improve-your-customer-engagement-via-the-mobile-phone Mobile engagement This partnership is a strategic move from Duane Reade as brands move away from overwhelming consumers with too much content and try to deliver specific, tailored content. Particularly on mobile, consumers do not want to be flooded with mobile coupons and ads, so retailers and brands need to figure out a way to deliver content that is desirable. Duane Reade has been getting it right on mobile for some time now.
- The campaign entailed using situational and behavioural data to provide hay fever sufferers with relevant, timely offers when they were within the vicinity of the stores. The campaign targeted customers who had previously purchased anti-histamine products with a personalised SMS message offering a discount voucher on days when the pollen count was high http://www.the-gma.com/how-to-improve-your-customer-engagement-via-the-mobile-phone Mobile engagement This partnership is a strategic move from Duane Reade as brands move away from overwhelming consumers with too much content and try to deliver specific, tailored content. Particularly on mobile, consumers do not want to be flooded with mobile coupons and ads, so retailers and brands need to figure out a way to deliver content that is desirable. Duane Reade has been getting it right on mobile for some time now.
- The campaign involves ad tech startup Sparkfly serving L'Oreal product coupons within popular women's beauty app Pretty in my Pocket (PRIMP), which are then redeemed at Walgreens or Duane Reade stores in New York's Manhattan borough. Because Sparkfly has partnerships with Walgreens and Duane Reade's point-of-sale providers, its able to collect data on exactly what items a consumer bought when redeeming one of its coupons. And because each coupon has a unique barcode, Sparkfly can then connect those itemized purchases to the consumer's PRIMP profile. The deal allows L'Oreal to advertise its wares to its target audience and glean insight into which customers use coupons and which items are particularly popular at certain times. locations and among certain consumer segments. Because the coupons are only redeemable at Walgreens and Duane Reade, those stores stand to have more foot traffic and higher sales. PRIMP is not only able to partner with a major brand (L'Oreal), its able to charge more for these coupons than for a standard mobile display ad. Most importantly, consumers get a discount, providing more utility for consumers. Sparkfly, meanwhile, gets the credit for connecting the otherwise disparate worlds of mobile publisher, big brand advertiser, major retailer and consumer. Catherine Tabor, Sparkfly CEO Sparkfly CEO Catherine Tabor said the company receives a commission between 2% and 5% for each transaction it facilitates. Its publishing partners are able to charge approximately 20% more for Sparkfly-served mobile coupons than they do for mobile display ads, she added. "I've been in the digital promotions space for quite some time, and its been interesting to see how the manufacturers have changed. They've been the farthest away from the customer and their data," Ms. Tabor said. "Mobile opens a huge opportunity for them to open up their own loyalty and brand programs that they can take into retailers. The missing piece has been, 'Does it actually drive sales?'" http://www.the-gma.com/how-to-improve-your-customer-engagement-via-the-mobile-phone Mobile engagement This partnership is a strategic move from Duane Reade as brands move away from overwhelming consumers with too much content and try to deliver specific, tailored content. Particularly on mobile, consumers do not want to be flooded with mobile coupons and ads, so retailers and brands need to figure out a way to deliver content that is desirable. Duane Reade has been getting it right on mobile for some time now.
- Campañas que se lanzan en FB, son omnicanal, implican Duane Reade at midnight on Friday launched their “Show Us Your Party Legs” holiday photo contest on Facebook. The contest is a three week, omnichannel social media marketing campaign to raise awareness of Duane Reade-brand hosiery products that will run through Jan. 4. The previous social amplification campaign for Halloween 2013 dubbed “Boo-ti-ful Legs #DRLegCandy” was a prime example of tangible social return on investment. The campaign was executed from Oct. 13 to Nov. 3. The #DRLegCandy campaign generated 5,246 pieces of content, including mentions on blogs, Facebook, Twitter and news sites. That campaign also generated 157.4 million impressions.
- Y con la newsletter qué?
- Datos 13.000 emails año 2013
- Datos 13.000 emails año 2013
- Datos 13.000 emails año 2013
- ¿Cuántas de vosotros trabajáis vuestra comunidad online?
- Google’s Augmented Reality Game Ingress Teams Up With Duane Reade I’ve personally spent a good amount of time playing Google’s augmented reality game Ingress. One thing I really like about it is that the virtual portals in the game are based around real world public art rather than commercial locations, but I’m no dummy. I know cash rules everything around me. It was only a matter of time before the game started integrating visits to stores, and it seems that time is now. Ingress has paired up with Duane Reade and is offering players in-game rewards for in-store visits. The move is one intended to keep the game both free and profitable without having to resort to banner ads, or selling items in the game itself. Despite it’s GPS-based nature, the game will require players to scan a code inside the store itself, rather than just checking in based on their location. That’s no doubt meant to encourage players to go in and buy something instead of just walking up to the door, checking in, and going about their business of hacking energy portals and destroying their enemies. Generally speaking, I think a lot of people are turned off by the commercialization of things, but given the choice between having to suffer through in-game ads, or just popping into a Duane Reade (according to Google Maps, there are 10 between the office and my PATH station) and scan something, I choose the latter. We can probably expect to see a lot more of these deals in the future. Zipcar and Jamba Juice already have deals with Google for Ingress integration.
- Caso de FamilyMeds.com – an online pharmacy and one of the top 25 retail pharmacy operations in the US, with 122 sites in 15 states – has launched the first Spanish language online drug store. Which should expand the 6.6m prescriptions and $250m in sales last year to a much higher number. Major differences include all customer service reps and pharmacists offering bilingual service. And all written materials available in English and Spanish. Catalán (9% de la población),cooficial en Cataluña e Islas Baleares. Es hablado también, sin estatus de cooficialidad, en la llamada Franja de Aragón y en la comarca del Carche murciano. Oficialmente se denomina Valenciano en la Comunidad Valenciana, donde también es cooficial. Gallego (5% de la población), cooficial en Galicia. Es hablado también en algunas zonas de las provincias de Asturias, León y Zamora, sin estatus de cooficialidad. Euskera (1% de la población),
- Caso de FamilyMeds.com – an online pharmacy and one of the top 25 retail pharmacy operations in the US, with 122 sites in 15 states – has launched the first Spanish language online drug store. Which should expand the 6.6m prescriptions and $250m in sales last year to a much higher number. Major differences include all customer service reps and pharmacists offering bilingual service. And all written materials available in English and Spanish. Catalán (9% de la población),cooficial en Cataluña e Islas Baleares. Es hablado también, sin estatus de cooficialidad, en la llamada Franja de Aragón y en la comarca del Carche murciano. Oficialmente se denomina Valenciano en la Comunidad Valenciana, donde también es cooficial. Gallego (5% de la población), cooficial en Galicia. Es hablado también en algunas zonas de las provincias de Asturias, León y Zamora, sin estatus de cooficialidad. Euskera (1% de la población),
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