How Chemist Warehouse Is Winning The Catalogue Game

How Chemist Warehouse Is Winning The Catalogue Game
SHARE
THIS



In this analysis piece, we take a look at three companies in the health and wellbeing sector who are taking it to their rivals via catalogues, and are doing so with great success.

The local corner chemist has come a long way from prescriptions and glucose jelly beans to now becoming the mecca of beauty and health for customers across all demographics, and the pharmacy chains are nailing it.

From catalogues to TV shows, newspapers to instore promotions, they are working their positioning harder than ever, and there are some strong marketing lessons we could all learn.

With catalogue and letterbox marketing holding a dominant position over other media channels and an audience reach of 20.1 million, compared to free-to-air TV (14 million), commercial radio (18 million) and newspapers (16.8 million), catalogues are a wise marketing investment.

The trend of pharmacy giants and boutique health and wellbeing retailers using catalogues to offer education and knowledge on top of product information is proving effective.

Furthermore, catalogues are ranked the most useful media for cosmetics and toiletries, so pushing the channel is critical for this market sector.

Chemist Warehouse’s House of Wellness

Chemist Warehouse, the largest chemist chain in the country, knows the power of catalogues and is proud of their knowledge producing informative catalogues to educate consumers on products important for their health and wellbeing under The House of Wellness.

This program supports their weekly sales catalogues and the Chemist Warehouse team have built the ‘how to’ model for others to learn from.

The company furthers the educational approach within other channels, from sports sponsorship (or brand presence) and now to brand credibility, with their TV program on 7TWO focusing on the latest lifestyle, health and beauty trends viewers can apply to their everyday lives.

Jumping from one channel to the next, Chemist Warehouse has proven that placing the focus on providing customers information about promoting health and wellbeing is effective in expanding its already wide audience, reinstating its brand position and communicating it at all times – value and reliability. Customers love it.

Lush’s Naked Truth

Lush Fresh Handmade Cosmetics taps into the credible brand build, displaying expertise within its catalogues to educate consumers on sustainability – a key element to the Lush brand personality.

Lush created The Naked Truth, a catalogue focusing on unpackaged, or ‘naked’, products offering customers alternatives to packaged products in order to reduce the impact on the environment and ultimately waste to landfill.

It’s an informative approach, and while the content is different, the model is aligned with Chemist Warehouse, as Lush communicates its brand values while exploring its product range and offering. The catalogue format simply holds a platform to achieve this.

Canberra Centre’s catalogue of Eden

It’s not just the major health and wellbeing chains who are making the most of the channel either.

Canberra Centre has recognised the power of catalogues and taken a step towards increasing shopper experience with the creation of Eden, an educational catalogue providing customers with information about maintaining a work/life balance.

Eden promotes Canberra Centre’s pharmaceutical retailers through educating shoppers on the tips and tricks for promoting positive health and wellbeing.

The implementation of this catalogue increased the centre’s sales by 7.7 per cent in the first two months.

Eden was successful in not only engaging with its core audience, but also reaching the attention of those beyond the existing trade areas to promote the health and wellbeing among local consumers.

Canberra Centre’s concept to use catalogues to educate shoppers was also recognised by the industry, winning the Health and Wellbeing category at the annual Australasian Catalogue Awards this year.

With the increasing interest in health and wellbeing among Australians, pharmacies are creating catalogues to keep up with popular demand.

Pharmacy retailers are tapping into this with catalogues providing a platform to build a story and build engagement about product range, value and brand position. Customers use them for ideas, tips and of course ‘where to buy’. It’s a fascinating, growing sector worth keeping both eyes on.

Please login with linkedin to comment

aca Australasian Catalogue Association catalogues Chemist Warehouse the house of wellness

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]