Numark is a group of 3,100 independent pharmacies. It provides group buying power to it’s members and a range of products and services such as professional development, training, own brand OTC healthcare products and general sales lines.
In 2015, Numark was experiencing a plateauing of sales and membership. They approached Turquoise with a need to understand the makeup of their members, whether they had reached a ceiling with regards to membership numbers, and how they could increase engagement with Numark products and services.
Methodology & Outputs
Turquoise undertook a complete analysis of the sales database identifying key behavioural groups. A programme of both quantitative and qualitative market research was then implemented to add attitudinal and socio-demographic information from which an enhanced segmentation model was developed. Despite previous attempts by other research firms, Turquoise were the first company to apply these segments back to the whole database.
Since working on this segmentation study, Numark have acquired over 400 new members and a 35% increase in engagement with members. They have also reported an increase in sales of products and services to existing members.
Partnering with Turquoise has radically changed the way we market to our customers. We embarked on a segmentation project which has had a significant impact on our business increasing member engagement by 35%.
Turquoise have been a pleasure to work with; their insight, experience and expertise helped us to develop our customer marketing strategy and give us real insight into the behaviour patterns that exist across the different segments. I would highly recommend Turquoise to any business looking to enhance their marketing and communications strategy.
– Emma Charlesworth, Communications Manager
The process of applying behavioural segments to databases is the same whether it is 3,000 or 3,000,000. If you would like to find out more about how we can help you get the most from your database then head over to our page on audience and database segmentation.