Over the last decade, the number of online shoppers has increased rapidly. The COVID-19 pandemic specifically, got a lot of consumers to look online for their healthcare products. With a projected Compounded Annual Growth Rate (CAGR) of approximately 17% by 2028, a huge need has been created in the ePharmacy market.
For Natural Chemist, a leading ePharmacy in Australia, it’s not just about providing regular prescription medicines for their customers. What started out as a successful family-run pharmacy they quickly evolved into an integrative full-service online pharmacy that includes expanding its offerings to alternative and natural healthcare products.
To match the rising online demand for pharmaceutical and household natural products, Natural Chemist expanded their stores from the Australian market to include demands from the global market.
For any online pharmacy, building trust with their customers is extremely important. Information is a goldmine for healthcare products. Natural Chemist feels that providing detailed and accurate information regarding the products on offer, along with their personalized service, is a good place to start building that trust.
In order to scale along with the growing business, they needed a system that could manage their product information and maintain high-quality data. A well-placed information management system has helped them scale their business by three times the SKUs that they initially started out with.
Natural Chemist, initially, used the Unbxd PIM platform to manage, enrich, and export the product information of approximately 6000 SKUs. They can now boast that they can easily manage 18000 SKUs on the platform without breaking a sweat.
How did Natural Chemist Triple Their Output?
Increasing online store capabilities by integrating eCommerce platforms into their PIM
Managing 18000 SKUs of different product variations with various groupings and categories is no easy feat. Natural Chemist integrated their BigCommerce platform with the Unbxd PIM platform to help them streamline their product information to match the requirements of the BigCommerce platform. These products go through validation and readiness checks on the platform.
BigCommerce has property criteria that your products must fulfil in order to be published. Reports and certified product groups were generated to screen the products for their preparedness for their export channels, which in this case is primarily BigCommerce. They also integrated Google Merchant Center to improve the SEO ranking for their products by optimizing keywords and content from the PIM platform.
Workflows for a reduced time to market
Growing demand for their products and services required them to ensure that they were ready to hit their digital stores quickly. With the help of workflows and automated tasks, Natural Chemist managed to reduce the turnaround time to market from weeks to within a few minutes with the help of workflows.
Within the Unbxd PIM platform, custom workflows can be set up for almost anything. Natural Chemist had a few workflows set up for automating enrichment routines, exports of reviewed products, and bulk updating information about products, properties, and categories. This helped them save the time they would have had to put in to do these tasks manually. Workflows ensure that the tasks get done in a timely manner and also helps maintain consistency in the changes and enrichments made.
Increased employee productivity and cross-team collaboration
A five-member team at Natural Chemist can handle three times the number of products they were handling. That’s a measured 300% increase in employee productivity, which can be increased as the business grows. A PIM platform allows them to scale growth and handle even a million SKUs with the same number of team members.
Assigning roles and permissions to individual team members allows group admin to oversee and keep track of platform activities. The marketing team, for example, will have different permissions than the data entry team. The data entry team will have permission to access the import and enrichment modules, while the marketing team will have access to product management and export modules. Designers can be given access only to the DAM module. The admin will be able to track the entire activity history of the platform. This helps the team members collaborate with fewer errors and maintain transparency.
Driving detailed and rich descriptions of products on their website
Product information is vital, especially when it comes to medicines and healthcare products. Consumers need to know exactly what they are buying. It is the responsibility of pharmacies to ensure they provide the necessary information. Taking this responsibility seriously, Natural Chemist has ensured that they give a detailed description of their products.
As you can see in the image below, the tabular segmentation of product information makes it easy for consumers to find the information they are looking for. Unbxd PIM allows for real-time updates to be exported to their digital platform so that consumers will always have the latest pricing and information. Using the PIM platform, they can perfect their SEO keywords to get a better SEO ranking on Google. This has led to an increase in visits to their website by 40% since using the platform.
Transforming Their Platform to Build a Better Customer Experience
Improving their shopping experience
A great shopping experience happens when the customer is happy at each touchpoint on your platform. And driving each touchpoint is compelling and accurate information. The BigCommerce platform allows you to customize and personalize your platform extensively. It has custom templates and frameworks available to set up and manage your product content. The Unbxd PIM adapter for BigCommerce helps transfer data smoothly into the platform as per the requirements with a single click. It’s a quick and easy process that helps you scale up your product offerings without worrying about the additional steps it would require if you had to do it individually. Facilitating good quality product information will help save the customer time from having to do additional research and will get them to promptly hit that purchase button.
Helped build trust
Information is key to building trust with a consumer. The importance of disclosure of the information is tripled with respect to pharmaceuticals and healthcare products. Details of any consumer healthcare products are scrutinized by customers. This includes full disclosure of information like dosage, directions, ingredients, side effects, etc. Hence, with a well-maintained, detailed description of any medical product or service, the customer is likely to build faith and establish goodwill.
Ability to give customers more options for their healthcare
With an increased capacity to manage product and service information, Natural Chemist was able to expand its range of offerings from prescriptive to alternative and natural medicines. Apart from medicines, they provide natural beauty, wholefoods and homecare products for their customers. Their online platform has all the information that makes it convenient for customers to reach out to their in-house qualified health practitioners, including GPs, Naturopaths, Nutritionists, Herbalists, etc.