Sigma Pharmaceuticals
"I am delighted that our innovative retail strategy lead us to introduce digital media into Sigma's leading pharmacies as it is driving increased sales in store and for suppliers. We have shown that the combination of best-in-market centrally managed digital media and our interactive health information is creating a unique shopping environment and consumer experience in our Sigma aligned pharmacies"
Elmo de Alwis, CEO, Sigma Pharmaceuticals
The Need:
Australia's largest publicly listed pharmaceutical company, Sigma Pharmaceutical Group (Code:SIP) wanted a 'best practice' digital signage marketing solution that would drive further sales across their pharmacy banners (Amcal and Guardian). Sigma also wanted to target their customers with product messages, news and advertisements to alleviate perceeived dwell time as they wait for their prescription.
With more than 3,000 competing brands in any one pharmacy, Sigma wanted to offer advertisers a way to promote key products and offers.
The Solution:
PDM installed a digital signage solution into over 200 Sigma pharmacies Australia-wide. Each pharmacy has dual-screen interactive health information kiosks and strategically placed LCD screens.PDM create digital content and centrally manage a mix of Sigma branded content, advertiser brand messages, live news, infortainment and promotions for the in-store LCD screens and kiosks.
The Results:
As most pharmacy purchases are unplanned, this network reaches out to consumers at the point of sale when they are most receptive to messages and also plays a role in lifting brand awareness and increasing sales.
Key results for research showed:
71% of visitors believe screens help pass time and are useful
83% of shoppers purchase while in store.
In-store advertising increases sales by up to 20% on the previous month where no advertising was shown.
Source: Galaxy Research and Sigma audited point-of-sale research April 2008
Independent research was conducted in July 2006 where 100 customers were interviewed over the course of the week at multiple locations to ensure a statistically valid sample with the results being:
- 44% of customers claimed that the digital signage network reminded them to buy something
- 20% of customers claimed the digital signage network made them more likely to consider the brand
- 25% of customers claimed the digital signage network made them feel more positive towards the pharmacy
- The digital signage network can remind an additional 60,000 customers every day to buy your product