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Russian Pharmacy Chain 36.6 Automates Marketing Campaigns with SAS Analytics
Today, one of the primary goals of marketing is “personalization.” In years past, automated marketing platforms didn’t make it easy: any level of personalization at the customer end required vast amounts of manual work by marketing personnel when it came to preparing campaigns and assessing results, and retailoring efforts to improve based on the data.
Russian Pharmacy Chain 36.6 ranks third in Russian pharmacy chains with a market share of 4.2 percent. Until recently, 36.6 was one of these organizations struggling to implement more personalization using laborious, outdated methods. The company communicated with customers "by hand,” sampling customers, processing the data, loading messages into email and social channels, and analyzing the results of mailings manually. A single marketing campaign routinely took a full day to launch, and results were fragmented and often ineffective.
In 2020, 36.6 sought to implement a better plan with the help of advanced analytics company SAS (News - Alert). Using the company’s flagship marketing analytics platform, 36.6 quickly moved to automated, cost-effective, flexible marketing campaigns. Before, the retailer struggled to launch 40 to 50 campaigns annually. But with SAS, a comprehensive campaign takes 30 minutes to launch. The retailer now launches six to eight campaigns daily.
"We want to have an individual approach to the customer in everything - in offers, incentive policy, communication channels, pricing, assortments," said Maria Brenes, Marketing Director of PJSC Pharmacy Chain 36.6, in a statement. "To do this, we accumulate and analyze a large database so that each of our interactions gets a positive response. By meeting the expectations of our customers, we build trusting relationships with them and can be a reliable partner for them in maintaining health. We are pleased that the SAS solution allows us to do this as quickly as possible and focus on working with customers and their needs, and not on technical details."
Brenes noted that 36.6 plans to increase the number of monthly campaigns launched and use SAS to trigger customer service campaigns and polling to further refine communications.
Edited by Luke Bellos