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CASE STUDY
Buyer penetration improvement could lead to a +$475K opportunity in Retailer’s e-commerce for OTC brand
Aug 21, 2024
Snapshot
MARKET RESEARCH SERVICES
Market Lift
DATA TYPES
Market Lift
INDUSTRIES
Pharmaceuticals
COMPLETION
Q3, 2024
The Challenge
A pharmaceutical brand has a lower share of shoppers buying their internal pain products at Retailer’s online presence, compared to instore.
The Results
Based on the analysis, Circana recommended that Retailer increase funding for online purchases to counteract buyer penetration challenges.
Insight
OTC brand has the highest share of category in home delivery, and a higher share in all online channels compared with brick & mortar.
OTC brand exceeds competitive brands in percentage of sales online.
Online shoppers spend more due to both increased product trips and willingness to pay an increased price.
+$475K
ANNUAL SALES LIFT
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