Client: BENU Pharmacies
Industry: Retail Pharmacy
Solution: 2nd Screen Upselling Digital Signage
Challenge:
BENU Pharmacies, a leading pharmacy chain, searched for innovative ways to increase average transaction values and optimize in-store sales. The goal was to influence purchase decisions at the point of sale (POS), when customers are most engaged and likely to make an additional purchase.
BENU’s existing Algotech digital signage solution primarily displayed general health tips, promotions, and brand messages across the store. However, they realized that there was an opportunity to implement more targeted, contextual advertising—specifically designed to upsell complementary products based on what customers were purchasing at the counter.
Solution:
BENU Pharmacies implemented a 2nd Screen Digital Signage Solution directly integrated with their point-of-sale (POS) terminals. The new 2nd screen functionality displays relevant and targeted product promotions based on the customer’s current purchase, immediately after they complete the transaction at the counter.
How it works:
- Contextual Upselling: As a customer purchases a product (e.g., antibiotics), the 2nd screen automatically displays an advertisement for a complementary product, like probiotics, vitamins, or health supplements.
- Real-time Promotion Display: The content on the 2nd screen is dynamic and changes based on the transaction data received from the POS system, ensuring that promotions are highly relevant and timely.
- Displaying Items from Customer’s Bill: The 2nd screen can also display a summary of items from the customer’s current bill, making the upselling suggestions even more personalized. For example, if a customer has purchased pain relief medication, the screen might display an ad for a topical cream or additional wellness products related to pain management.
- Interactive and Engaging Content: The 2nd screen features attractive visuals and clear messaging about the benefits of the suggested products, with eye-catching call-to-action buttons to encourage immediate purchase or sign-up for additional pharmacy services.
- Cross-Product Promotion: The system not only promotes complementary products but can also offer cross-sell opportunities, such as showcasing special offers on over-the-counter treatments, skincare, or seasonal health products.
Results:
Since the implementation of the 2nd Screen solution, BENU Pharmacies has seen significant improvements in both sales and customer satisfaction. The targeted, real-time upselling content has had a noticeable impact on the pharmacy’s bottom line and the overall customer experience.
- Increased Upsell Conversion Rates:
By displaying tailored promotions on the 2nd screen based on what customers are purchasing, BENU Pharmacies has increased upsell conversion rates. - Boosted Sales of Complementary Products:
The 2nd screen has significantly boosted sales of complementary products. Customers are more inclined to purchase additional items they might not have considered, thanks to the relevant, on-the-spot promotion. Sales of probiotics, vitamins, and skincare products have seen a marked increase during antibiotic purchases, demonstrating the power of targeted upselling. - Enhanced Customer Experience:
The 2nd screen has transformed the checkout experience by delivering personalized product recommendations in real-time. Customers appreciate the convenience of discovering products that complement their purchases, adding value to their in-store experience. - Seamless Integration with POS System:
The integration between the POS system and the 2nd screen has been smooth, ensuring that promotions are automatically triggered and displayed at the exact moment the customer checks out. This real-time, data-driven approach has made it easier for the pharmacy team to manage promotions and product visibility. - Improved Brand Perception:
Customers perceive BENU Pharmacies as more knowledgeable and helpful, thanks to the personalized recommendations provided during checkout. This has strengthened brand loyalty, as customers appreciate the added value of relevant product suggestions tailored to their health needs.