Over-the-counter trade in Turkey pharmacy channel has grown considerably over the last five years. This growth steepened the competition for store space in the pharmacy between suppliers. As a result, companies active in the pharmacy channel are looking for ways to improve retail execution to gain a competitive edge.
Reckitt Benckiser Vision Pharmacy program aims at providing the best customer experience in terms of product availability and visibility. Since Reckitt Benckiser’s entry in the pharmacy channel in 2013, Vision Pharmacy program was being tracked, primarily via reports declared by the field team. According to trade marketing manager Efekan Güven, “It was a burden for the field team to gather data and report manually and we were not able to feel confident about the declared results.”
In 2019, Reckitt Benckiser started working with Vispera to integrate an effective solution for tracking its Vision Pharmacy program. “Following the meeting with Vispera team, we were convinced that we would be able to effectively track our Vision Pharmacy program using Vispera’s StoreSense solution. Low reliability of previous claim-based data makes us forget tracking the time before Vispera partnership. We marked May 2019 as the birthday of Vision Pharmacy tracking in our company’s history” Efekan comments.
Since May 2019, Reckitt Benckiser is using Vispera’s Storesense. After a short setup and training phase Vispera started to provide actionable insights from the field.
Results achieved by Reckitt Benckiser are dazzling: