Discover how Shalina worked with Sproxil to segment its customer base using unique purchase patterns, double sales revenue, and achieve 75% weight distribution.
QUICK FACTS
- Shalina has been in the pharmaceutical industry for over 30 years, ensuring medicines are available to those who need them across Africa. Commissioned research showed an opportunity for Shalina to double its revenue in Nigeria by becoming more available through existing sales channels.
- Shalina was experiencing declining sales in Epiderm cream, with the product had a significantly longer shelf-life than its competitors. 73% of competitor’s products sold within a year, while Shalina’s products sold between 25% – 45% within the same period
- Shalina worked with Sproxil to profile over 20,000 retail outlets and provide consumer-facing technologies that facilitated brand rewards to customers across Africa.
OPPORTUNITY
Over the last thirty years, Shalina has developed a reputation for reliably providing high-quality, affordable medicines to the communities they serve.
However, due to the dynamic nature of its industry, it began to experience a decline in sales due to its competitors doubling up marketing efforts.
Hence, it became necessary to undergo digital transformation through a tech-driven trade loyalty program to improve the gathering of sales intelligence across sales points and improve the cash conversion cycle.
SOLUTION
- We deployed a trade loyalty solution for Shalina’s customers
- A flexible crowd-sourced supply-chain data gathering platform designed to work at scale was deployed. This platform combined mobile technology, mass serialization, and direct consumer or channel partner engagement to unlock real-time business insights on product flow and consumption
- This allowed customers to provide consumption or product movement data to Shalina in exchange for a variety of incentives
- Sproxil provided a Facebook chatbot that enables consumers to verify Shalina products with ease. To improve trust through direct engagement on a familiar medium
- The chatbot gave consumers specific product information, including the product’s page on Shalina’s website (Shalina.com), as well as other consumer-friendly sources of wellness information
OUTCOME
Sales Doubled
Shalina achieved 75% weighted distribution and gathered valuable market share trends and product availability intelligence to boost its operations and provide more value to business partners and consumers.
Key Insight
Shalina gathered valuable market share trends and product availability intelligence to boost its operations and provide more value to business partners and consumers.
Data and Transparency
Data also showed significant opportunities for channel development by simplifying customers’ purchase maps. It was also able to segment customer bases based on unique purchase patterns.
