Website Case Study
REENS LIFE PHARMACY
PROJECT OVERVIEW
the client
BUSINESS:
Reens Life Pharmacy Millstreet
CLIENT LEAD:
Mairead Reen
DESCRIPTION:
Reens Pharmacy, a third generation family business open since 1938, rebranded under Life Pharmacy in 2016
INDUSTRY:
Healthcare + Retail
WEBSITE:
www.reenspharmacy.ie
their brief
– Having rebranded to Life Pharmacy and extended the retail premises, promote the quality of the transformation
– Design and create an online presence that drives awareness, education, understanding, communication and brand values
– Increase customer visits, in-store sales and retention
– Reens has built its success on customer care and service. Replicate this online
– Allow the public to view the whole shop, services and products online
– Increase awareness of available services, highlight special offers
– Promote the site once complete, and maintain consistency online with in-store marketing activities
our solution
- Industry + In Store Research
- Strategy + Planning
- Custom Website Design + Build
- Information Architecture
- Create New Services
- Staff & Customer Interviews
- Copywriting
- Photography
- Video
- Social Media
- Website Updates, Content Changes + Hosting
- Email Newsletter Setup + Integration, List Building, Creation
- SEO, Google My Business, Google Maps, Google Analytics, Google Search Console
- Email setup
- Campaign Management – Website Launch, Black Friday, Newsletter Launch, Christmas 2017, Loyalty Card Launch
PROJECT MENU
MOBILE design
RESIZES PERFECTLY ON SMARTPHONE AND TABLET
mobile first
The website has been designed, developed and tested to display pixel perfect on every screen size.
67% of Reens Life website visitors are on a Smartphone.
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video tour >
A VISUAL TOUR OF THE WEBSITE WITH THE DESIGNER
SALES GROWTH BY DESIGN
Here I explain how the website was designed to meet both the client and their customers goals. Outlined is the importance of;
- Service Promotion to Increase Footfall
- Providing Value To Customers
- Understanding Your Customers Needs
- Focusing on Customer Benefits & Rewards
- Effective use of Photo’s and Video’s
- Information Architecture
- Newsletter List Growth
- Competitions & Promotions
- Multiple Contact Points
- Good UX (User Experience)
- Personalising The Company
- Regular Blog Posts
This Facebook Post from the day of the launch
sums up the project focus.
(October 6th, 2017)
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219 likes, 36 comments, 29 shares
website design
WHERE OUR CLIENT AND THEIR CUSTOMERS GOALS ALIGN
KEY RESULTS
THE NUMBERS
16 WEEKS SINCE LAUNCH...
6th October 2017 to 25th January 2018.
Figures from Google Analytics, Mailchimp Analytics and in store reports.
WEBSITE VISITORS
WEBSITE
LOYALTY CARD
REENS LIFE NEWSLETTER EMAIL
These numbers relate only to facebook posts we placed on Reens profile on their behalf. Reens staff also placed other posts during that time that are not counted here. Reens already had an audience of just under 2,500 friends when we started.
CLIENT EXPERIENCE
FEEDBACK FROM CLIENT LEAD UPON PROJECT COMPLETION
“IT’S HARD TO BELIEVE HOW MUCH WE HAVE ACHIEVED IN SUCH A SHORT SPACE OF TIME. DENIS AND HIS TEAM HAVE TAKEN CARE OF EVERYTHING, LEAVING US TO DEVOTE OUR FOCUS AND TIME TO THE PHARMACY AND CUSTOMERS.”
“Denis and his team have helped us take our pharmacies marketing up a level. His creativity and technical knowledge, combined with his retail and corporate sales background has helped us create a consistent programme of marketing.
We now have online booking for services, pharmacist online, every special offer uploaded, an active blog, regular competitions, more facebook interaction, an email newsletter, website helpful resources for customers, suggest a product/service and so much more.
It was a big help with Black Friday, Xmas and the Loyalty Card launch. Customers mention it every day. Delivered way in excess of expectations. Highly recommend. Just sign up, stand back and let them do the rest!”
MAIREAD REEN
Life Pharmacy Millstreet Co. Cork
AFTER SUCH A SUCCESSFUL START, LET’S TAKE A LOOK AT EACH OF THE FEATURED ELEMENTS
LOYALTY CARD
In the first 7 days after it’s launch Reens got 201 registrations in store
Here we describe the work we did online to compliment the in store efforts of the Reens team.
To 25/01/18 the website Rewards page had 109 views and the competition blog post 76.
The 5 facebook posts got 217 likes, 35 comments and 10 shares.
When asked to promote the Life Loyalty Card launch for Reens we did the following;
- Took promotional photographs in store, studied card t&c’s
- Designed a Loyalty Card homepage section under the main header
- Created a new page called “Rewards” with full details of the card
- Created a Loyalty card call 2 action section on every website page
- Created a Blog Post for a 1st 7 days competition with three prizes
- Posted details of the launch, competition and prizes on facebook
- Included the launch and competition in the January newsletter
- Posted a thank you facepook post at end, amended website sections
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SPECIAL OFFERS
The sites most popular page, features 50+ monthly changing special offers
10% of the pageviews on the website means the Special Offers page has been viewed more than 500 times in the first 16 weeks. The average time spent on this page by a visitor is 2 mins 1 sec.
Pharmacies are often percieved as being more expensive for heath and beauty products than supermarkets or large chain stores.
To counteract this we highlight each month 50+ special offers in Reens.
- Special offers section on every page with a button to view all
- Has it’s own page that is updated each month with new stock
- Every offer lists the offer price, savings, image and description
- The image can be clicked and opens full size in a lightbox
- Special offers facebook post as soon as live on website
- Special offers featured on each newsletter
- Special offers are featured in-store by Reens staff on shelf end displays
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BROWSE THE SHOP ONLINE
We photographed every shelf and put them online for customers to browse
Main Pharmacy groups in Ireland all have online e commerce websites where customers can purchase and get products delivered to their door.
To test the local interest we created a Life Shop page, in the first 16 weeks it has had 343 views and is the sixth most popular page on the website.
Asa stepping stone to future eCommerce we have a page on the website where customers can view all products in each of 26 departments.
It’s a handy way for customers to check if you stock a certain type of product and saves them having to phone the pharmacy.
- We have a main photo and photo gallery for every department
- The top of the page has 26 images representing each department, clicking on any image auto scrolls the page top that section
- We have a form on the page where customers can request a product to be stocked in the shop that is not currently
- There is a gallery of new product arrivals
- We posted a video on Facebook of the shop page being browsed online. It got 33 likes, 3 comments and 2 shares
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a focus on people before products
Pharmacy is about customers who need help, and staff who’s care they rely on
The customers of Reens trust, like, respect and have confidence in Reens and their staff.
Throughout the website you will find hundreds of images of staff and customers.
The week of the website launch the About Us page was in the top three most visited, it has now settled around fifth.
Reens greatest strength is their customer service which is all about their wonderfully talented and friendly staff. We include images of the staff, customers, shop floor, dispensary and consultation room in the;
- Homepage
- About us page
- Service pages
- Blog Page
- Newsletter
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providing information of value
about services
and answers to questions
for customers
13 service pages are packed with helpful information to educate and assist the customer
Providing material that is relevant to a service you provide, is a great way to aid the customer in understanding the benefits of same.
IN OUR FOURTEEN LIFE SERVICE PAGES WE PROVIDED;
- Explainer video’s on flu, asthma, diabetes, quit smoking, food intolerance, kodak app, blood pressure
- Information booklets on quitting smoking, weight management, diet change, emergency contraception
- FAQ sections on emergency contraception, blood glucose testing, food intolerance tests, flu vaccination
- External website links for quitting smoking, diabetes, emergency contraception, blood pressure, heart problems, weight management
Plus many service step by step explanations. These could also be used in Pharmacy consultation rooms.
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THERE IS AN APPOINTMENT BOOKING FORM FOR EVERY SERVICE.
This is to help customers ensure that the relevant person who provides that service in store is available when they visit.
ON REENS WEBSITE WE BUILT FOURTEEN SERVICE PAGES;
- All Services
- Pharmacist Online
- Asthma Care
- Blood Pressure Measurement
- Blood Glucose Testing
- Emergency Contraception
- Flu Vaccination
- Food Intolerance Test
- Pharmacist Consultation
- Photo Printing
- Prescription Ready To Collect
- Prescription Daily Packing
- Quit Smoking Advice
- Weight Loss Programme
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BLOG
HEALTH & NEWS PAGE
THE BLOG ON THE WEBSITE IS A GREAT WAY TO ENGAGE WITH CUSTOMERS ON A WIDE RANGE OF DIFFERENT TOPICS
While most website pages generally remain largely unchanged, blog posts are the main way of updating customers on the latest information.
THE WEBSITE HAS A MAIN BLOG PAGE
The blog covers everything from competitions to launches, photo galleries to staff news, local sponsorship to health matters.
THIS BLOG SECTION APPEARS ON EVERY PAGE
Having four recent posts on every page provides awareness of the blog and highlights the latest events you wish them to know about.
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pharmacist online
An anonymous service where someone can ask personal questions privately
The page has been viewed 41 times by 38 people in the first 16 weeks.
The average time spent on the page is one of the highest at 3 minutes and 9 seconds.
It’s facebook post got 31 likes.
CUSTOMERS CAN GO TO THE WEBSITE, AND USING JUST AN EMAIL ADDRESS ASK ANY PHARMACY RELATED QUESTION.
The form generates an email to the Pharmacy labeled for Pharmacists only.
It appear on every website page alongside a photo of the three Pharmacists. Plus it has its own dedicated page featuring the pharmacists profiles. This puts human faces to an online service.
It promotes trust, confidentiality, understanding, empathy, respect, care and the feeling of support.
It is accompanied by a dropdown element that details a disclaimer, privacy and security information.
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THE TEXT ABOVE THE FORM READS;
“Can’t make it in but want to ask Mairead, Frank or Michelle a question?
Or maybe you just prefer not to have to ask in person. We understand.
Just do so below and they will will get back to you within 24 hours by email.
If you wish to add your name you can do so in the Question box.”
newsletter
We set up a newsletter as part of new communication lines to customers
121 Subscribers, average open rate of emails 51.2% and average click rate of email links contained in newsletters 15.2%.
There have been two newsletters so far, November 2017 and January 2018. To initially promote registrations we ran a competition giving away 3 x €25 shopping vouchers for Reens Pharmacy. Entry was by registering for the newsletter on the website or in-store. This got us 97 entries.
We also give away a prize to a subscriber with each newsletter released to promote new registrations and retain current ones. These winners are listed on a dedicated Newsletter page on the website. Also on this page are the newsletters plus registration form.
There is a dedicated section on every page (featured above) for website visitors to sign up. This links to the newsletter software in a completely automated process. We also wrote a blog post for highlighting each issue.
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33% of Reens new website traffic comes from a direct click on a facebook post
Here we have a selection of the posts that we created on Reens profile.
28 Posts, 1,313 likes, 234 comments, 85 shares.
- The posts have been a combination of;
- Launch announcements (website, newsletter, christmas club, loyalty card)
- Blog posts
- Competitions (newsletter, loyalty card)
- Milestones (1,000 website visits, 200 loyalty cards)
- Monthly special offers, discounts, flash sales
- Customer events (Black Friday Customer Day)
- Services (Pharmacist online, quit smoking, flu vaccine, xmas gift set packing)
- Products (browse the shop online, xmas gift sets)
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Website Reports for Pharmacy
EVERY MONDAY WE SEND REENS AN EMAIL WITH FOUR REPORTS ON THE PREVIOUS 7 DAYS WEBSITE VISITOR STATISTICS.
The reports are generated from Google Analytics software installed on the website. These can be monthly if preferable and number of reports included increased and customised. Click any image to view actual reports. These examples cover;
1. Visitor numbers, time on site, number of pages viewed etc.
2. Where visitors came from, google, facebook etc.
3. The most popular content viewed ranked by visits
4. What types of devices customers are using, phone, computer etc.
Note: “/” on a report means the website Homepage.
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top 25
REENS MOST POPULAR WEBSITE CONTENT
THIS REPORT LISTS THE TOP 25 MOST POPULAR PAGES AND BLOG POSTS.
This is very important as it tell you what your customers are most interested in. It also shows the average amount of time people spent on that page or blog post. “/” denotes the homepage which will always be number one over time.
Here we can see that the top ten in page visits is dominated by special offers, events, discounts, product range, the staff, the loyalty card and the newsletter.
Whereas the top pages for time spent viewing a page (last column on right) are service pages containing explainer video’s or forms like Blood pressure measurement, Quit smoking, Pharmacist online and Prescription blister packing.
(This report pictured is from 19/10/2017 to 25/01/2018 and Ireland only visitors. It does not include traffic from the launch date 06/10/2017 to 18/10/2017 as the Ireland only filter was not active during that period. That is why the total pageviews number of 2,495 is lower than the 16 week total of 5,005 mentioned earlier.)
Google Listings
AS 42.3% OF REENS WEBSITE TRAFFIC COMES FROM A GOOGLE SEARCH IT IS IMPORTANT TO ENSURE THEIR LISTINGS ARE OPTIMISED.
We do this through a combination of Search Engine Optimisation work on the website and through information submissions to Google Search Console and Google My Business. These examples cover;
1. A screenshot from a Google search for “Reens Pharmacy”. You always want your website to appear as the first option rather than a facebook page or a third party directory listing that may have out of date information.
2. A screenshot from a Google search for “Reens Millstreet”. Again our website ranks first.
3. A screenshot from a Google search for “Pharmacy Millstreet”. Reens website ranks number one on the google map results and below it as number one and two on the Organic list results.
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YOU CAN GIVE ALL THIS TO YOUR CUSTOMERS TOO
IT ALL STARTS WITH A CHAT
YOU TALK
WE LISTEN
TYPICAL QUESTIONS PHARMACISTS MAY HAVE …
Yes the website and content would be exactly the same. Images and text changes obviously but the great thing is you know in advance exactly what you will get.
Typically between three and six weeks from the date of first payment. Every Life Pharmacy will be unique in their requirements.
Yes absolutely. From what services to whether you want a Blog or not. From yes or no to a newsletter. We would discuss what you think would work best for your business and tailor the work accordingly. You may offer services like Cholesterol testing that will need a new page or do home deliveries. Anything can be designed, photographed and content written for.
Hiring a qualified employee to do this work would command a salary of between €40-60k. That is why outsourcing this kind of marketing work makes much more financial sense. Depending on what amount of work you require (which and number of pages/posts) you can expect to invest between €4k and €6k for the website. Any promotional work thereafter would be on a job specific or monthly retainer basis. The price will be specific to how much content and which services you require. 50% is paid on commencement and the balance on completion. Payment is by bank transfer.
This will vary from store to store. If you have someone on staff who is very technical and can do software/security upgrades for the website you can manage it in house. If that person is also proficient at updating websites and preparing images correctly then you can also add content like new blog posts, services etc. If not we do host, update and create new content on a monthly basis for many of our clients.
We can do either. I can bring a computer to your premises and answer any questions you may have. Often it’s good for me to see the business as it gives me a good idea of what is needed, required and what is possible in terms of photography etc. Sometimes people like to chat over the phone or Skype. Whatever suits you best suits us.
Absolutely not I can assure you. Any initial discussions are simply fact finding and answering any queries that you may have. If we are able to progress then great, if not then that is no problem. We can always chat over the phone first or drop us an email with some questions. We will be happy to answer.
In a short answer no. We own the full copyright to the design of the website and we are the only people who can legally reproduce it. Copying it and re-producing it in public would be a breach of our design copyright. You are of course free to create your own website once it does not replicate any part of our design.
Of course, there are some examples on our current/old website Go Online Web Design.
We are currently re-branding from Go Online Web Design to Web Rocket which is the site under construction you are on now.
Why are we re-branding?
Because no one could ever remember the old name or email address as it is too long so we are switching to something short and simple!
Click here for some Website Portfolio Examples.
Of course, you can contact Mairead Reen in Reens Pharmacy 029 70044 or email info [at] reens pharmacy [dot] ie or contact details for some of our other clients are to be found at this link.
Website Portfolio Examples.
start your project here
Have some questions or a project in mind?
Request a no obligation call back now.
(It’s just a chat, no annoying pushy sales stuff, we hate that too!)
Have some questions or a project in mind?
Request a no obligation call back now.
(It’s just a chat, no annoying pushy sales stuff, we hate that too!)
portfolio
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