Life Pharmacy, a major New Zealand retailer in the health, beauty and fragrance market needed a better way to manage in-store advertising and help promote the Life Pharmacy brand to its customers. They needed to up the ante down under.
We created a digital strategy that played off of the brand’s name as well as taking a deep understanding to the emerging market we are working with. The digital displays were designed with two main goals. First, attract people into the store. Second, drive sales through a combination of brand advertising and product offerings. The mix of advertising was crucial to ensure that screen time was not dominated by commercials from the major fragrance houses.
The most important brand to promote is Life, so the mix of content is strategically designed to balance other brands around Life, and integrate their commercials among Life’s own sales promotions. In addition to the digital displays, a touch-screen kiosk solution was developed to help broaden the customer’s buying horizons. The kiosk gives the customer access to a unique Fragrance Gallery, in which their favorite brands provide clues to new fragrances they are likely to enjoy.
Rather than being a conventional customer-only kiosk, the Fragrance Gallery also interacts with the store owner, who can tailor the database of fragrance suggestions to match the available brands in store. When the kiosk is not being used it functions as a promotional screen displaying offers from the Fragrance Gallery, as well as enticing customers to use the Fragrance Bar.