Appier today announced the successful campaign results from its partnership with Caring Pharmacy, a leading pharmacy chain in Malaysia, to enhance its overall multi-channel marketing strategy. Caring Pharmacy enabled highly personalized experiences for its customers on multiple channels with the one-stop customer management platform AIQUA. By leveraging Appier AI Personalized Marketing Cloud, Caring can now seamlessly integrate all of its data across both offline and online channels to tailor customer journeys based on their behaviors and preferences; while at the same time increasing customer engagement and achieving a positive sales cycle.
Established in 1994, Caring Pharmacy has become a leading pharmacy chain with more than 180 stores in Malaysia. The company’s mission is to provide the most professional and innovative pharmacy services and the highest quality products to customers. Caring Pharmacy aims to be the driver and promoter of healthy lifestyles in the communities that it serves.
When COVID-19 hit the world in 2020, Caring identified a need to evolve its digital strategy. As a predominantly brick-and-mortar business, Caring Pharmacy needed to bridge an increasingly pressing gap between its offline operations and online platforms. One of its key priorities was to integrate the rich data already available through its offline stores into its online platforms. In fact, Caring was not alone in this. The pandemic brought about years of change in the way organizations across all sectors and geographies do business, and this included the acceleration of the digitization of their customer interactions along with the recognition of technology’s strategic importance as a critical component of the business.
Caring’s digital transformation focused on transforming its customer experience through the following tactics:
- Enhance the user experience on its digital channels: By unifying its rich offline insights with its data from online users and behavior, Caring was able to offer highly tailored marketing messages to its customers
- Build brand loyalty with highly personalized experiences: With AIQUA, Caring was able to create niche segments for various campaigns and leverage AI recommendation models based on different user behaviors to create a better user experience, enabling personalized engagement for its customers
- Drive real-time interactions with customers through a WebChat: With Appier’s BotBonnie, Caring was able to optimize the customer journey from user acquisition to loyalty management by promoting specific marketing campaigns, providing 24/7 customer support, and addressing customer queries about their membership in real-time
“Appier has been a great collaborative partner in our digital transformation strategy to enrich Malaysian lives. Appier’s tools are easy-to-use and the icing on the cake is having a proactive and collaborative team who not only guided us on our overall strategy but offered constructive strategic ideas to further enhance our marketing strategies. Appier has a strong set of features that prove their worth in each and every case, and we have seen steady growth in our marketing metrics since using them,” said Loo Jooi Leng, Marketing Director, Caring Pharmacy.
Activating rich offline data to deliver multi-channel experiences
Caring has taken a significant step towards improving the customer experience on its digital channels. By unifying rich offline data from point-of-sale (POS) systems with online user behavior data, Caring was able to create personalized marketing campaigns that resonate with customers. This integration has allowed Caring to activate offline data in its recommendation model, A/B testing for creatives, and WebChat to make it easier for its customers to find products effortlessly. As a result, Caring achieved an impressive eDM open rate of 87.3%, along with an incremental CTR uplift of 134%. By leveraging BotBonnie’s WebChat, Caring optimized the onsite customer journey from user acquisition, engagement, and loyalty management in real-time, ensuring that customers get the support they need, at any time.
Niche segments with unified data for highly personalized experiences
Caring also made significant strides in creating personalized engagements for its customers by leveraging data insights to filter and segment its audience. Through the use of unified data, Caring has been able to filter customers based on behavior variables such as products viewed, purchased, searched, demographics, and more. This has enabled Caring to create niche segments effortlessly, allowing for more personalized engagement with customers. As a result, Caring has seen a remarkable CTR uplift of 215% in its campaigns.
Caring's success in filtering and segmenting its audience does not stop there. By enriching its segments further, Caring has been able to improve its response rates by 66%. For example, Caring also includes customers who have yet to respond to marketing campaigns in its segments and implements remarketing to re-engage these customers. This data-driven approach to segmentation and remarketing has enabled Caring to provide a more personalized experience to its customers and has resulted in increased engagement and sales.
AI-powered recommendation models deliver rich customer experiences
Caring implemented product recommendation models that are tailored to different user behaviors, resulting in an incremental sales uplift of 6.3%. The recommendation models are based on browsing and purchasing behavior, enabling customers to discover products that align with their interests. In addition, cross-selling recommendations are made based on products that have been added to the customer's cart. Caring has also implemented an automatic selection of product model/quantity based on the user's behavior, aimed at increasing the order value. This data-driven approach to product recommendations has resulted in increased sales and a more personalized experience for customers.
Caring’s use of offline data in its digital marketing strategy is an example of how companies can leverage data to provide better customer experiences. By understanding customer behavior and preferences across all channels, businesses can create a seamless and personalized experience for their customers. Through this successful collaboration with Appier, Caring Pharmacy is looking forward to creating more customer-centric campaigns and delivering richer experiences for Malaysians to solidify its brand value.
About Caring Pharmacy
Caring Pharmacy was established in 1994 and has become a leading pharmacy chain with more than 180 outlets in West Malaysia and 1 outlet in East Malaysia. Their mission is to provide the most professional and innovative pharmacy services and the highest quality of products to customers. Caring Pharmacy aims to be the driver and promoter of healthy lifestyles in the communities that it serves. For more information, please visit https://caring2u.com/
Appier (TSE: 4180) is a software-as-a-service (SaaS) company that uses artificial intelligence to power business decision-making. Founded in 2012 with a vision of democratizing AI, Appier now has 17 offices across APAC, Europe and US, and is listed on the Tokyo Stock Exchange. Visit www.appier.com for more company information and visit ir.appier.com/en/ for more IR information.