Published on 01 Oct 2012
"We’re now able to offer online promotions and display ads that accurately reflect when and what our customers need. We estimate that in the future, more than 90 percent of our sales order lines will come through our customer portal." - Zoran Lemut, IT director, Kemofarmacija
Customer:
Kemofarmacija d.d.
Industry:
Retail
Deployment country:
Slovenia
Solution:
Business Continuity, Business Performance Transformation, Consolidated Operations Management , Express, Smarter Commerce, Smarter Planet, Web Services
Smarter Planet:
Smarter Solutions for Retail
IBM Business partner:
MZR d.o.o, Enterprise MZR d.o.o
Overview
Kemofarmacija d.d. is a leading wholesaler of medical and healthcare products and devices in Slovenia. It is a part of Celesio Group, a leading international service provider for the pharmaceutical and healthcare markets. The company is active in 27 countries worldwide, employs approximately 47,000 people and generated revenue of more than EUR23 billion in 2010.
Business need:
With more than 12,000 products and 1,000 customers, Kemofarmacija receives more than 120,000 sales orders annually and 500 sales orders daily. Sales orders were taken through its call centers, and the company received more than 60 percent of its sales order lines through its customer web portal. To increase its online business and capitalize on the potentials of online marketing, the company sought to improve and enhance its existing customer web portal.
Solution:
Kemofarmacija uses an e-commerce solution to implement precision marketing campaigns. It provides statistics on customer behavior and provides information on the distribution of sales over different customer segments and sales channels. Based on these insights, the company’s marketing team can select specific products for strategic time periods and fine-tune the forecast for marketing campaigns. The tailored marketing ads are then automatically displayed for the appropriate customer segment. By automatically running customized ads, the company can get customers to buy more during every visit.
Benefits:
Increased online sales order lines by 30 percent (from 60 percent to 90 percent) by increasing basket size through relevant product ads and promotions
Improved cross-sales and repurchases by tailoring portal messages and offers based on individual customer segment
Boosted the timing of marketing campaigns through automatic customization of ad spots and portal pages
Case Study
Kemofarmacija d.d. is a leading wholesaler of medical and healthcare products and devices in Slovenia. It is a part of Celesio Group, a leading international service provider for the pharmaceutical and healthcare markets. The company is active in 27 countries worldwide, employs approximately 47,000 people and generated revenue of more than EUR23 billion in 2010.
The Opportunity
With more than 12,000 products and 1,000 customers, Kemofarmacija receives more than 120,000 sales orders annually and 500 sales orders daily. Sales orders were taken through its call centers, and the company received more than 60 percent of its sales order lines through its customer web portal. To increase its online business and capitalize on the potentials of online marketing, the company sought to improve and enhance its existing customer web portal.
What Makes it Smarter
Kemofarmacija uses a powerful e-commerce solution to implement precision marketing campaigns. The solution provides statistics on customer behavior such as number of visits for certain pages or promotions. It also provides information on the distribution of sales over different customer segments and different sales channels—online, telephone orders and direct sales. Based on these insights, the company’s marketing team can select specific products for strategic time periods and fine-tune the forecast for marketing campaigns. The tailored marketing ads are then automatically displayed for the appropriate customer segment—whether hospital, veterinary clinic or pharmacy. By automatically running timely, customized ads, the company can persuade its customers to buy more during every visit.
Real Business Results
· Increased online sales order lines by 30 percent (from 60 percent to 90 percent) by increasing basket size through relevant product ads and promotions
· Improved cross-sales and repurchases by tailoring portal messages and offers based on individual customer segment
· Boosted the timing of marketing campaigns through automatic customization of ad spots and portal pages
Components
IBM products and services that were used in this case study.
Software:
WebSphere Commerce - Express, IBM i
Legal Information
© Copyright IBM Corporation 2012 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States September 2012 IBM, the IBM logo, ibm.com, Global Technology Services, Power and WebSphere are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtml This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. The performance data and client examples cited are presented for illustrative purposes only. Actual performance results may vary depending on specific configurations and operating conditions. THE INFORMATION IN THIS DOCUMENT IS PROVIDED “AS IS” WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NON-INFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided.