Kemofarmacija d.d.

Precision marketing used to seize cross-selling opportunities and increase customer spend per visit

Published on 12 Aug 2013

"We’re now able to offer online promotions and display ads that accurately reflect when and what our customers need. As a result, we’ve experienced significant increase in online sales orders. 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:
Consumer Products, Healthcare, Retail, Wholesale Distribution & Services

Deployment country:
Slovenia

Solution:
Business Continuity, Business Performance Transformation, Consolidated Operations Management , Express, Smarter Commerce, Smarter Computing, Smarter Planet, Web Services

Overview

Kemofarmacija d.d. is a leading wholesaler of medical and healthcare products and devices in Slovenia.

Business need:
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 a powerful e-commerce solution to implement precision marketing campaigns.

Benefits:
Increased online sales order lines by 30 percent (from 60 percent to 90 percent) by increasing basket size through relevant products ads and promotions

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. With more than 500 suppliers, Kemofarmacija offers a wide range of products that include medicine, medical devices, nutritional products, cosmetic products and chemicals.

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
Marketing campaigns are only as effective as they are timely and relevant
to the target audience. For this reason, 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 products 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

For more information
Please contact your IBM representative or IBM Business Partner. Visit us at ibm.com/websphere.

To learn more about Kemofarmacija d.d., visit
www.kemofarmacija.si.

Components

IBM products and services that were used in this case study.

Hardware:
Power 520 Express

Software:
WebSphere Commerce Enterprise

Legal Information

© Copyright IBM Corporation 2013 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States of America August 2013 IBM, the IBM logo, ibm.com, WebSphere, Power and Global Technology Services 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 www.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 discussed herein is presented as derived under specific operating conditions. Actual results may vary. 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.


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