CP Communications’ media releases

PDM and Sigma today announced research results demonstrating the effectiveness of the Wellbeing in-store out-of-home digital media network. The research shows a sales increase of up to 20% against comparable stores who do not display the digital media advertising.

The month-long research combining work by Galaxy Research and Sigma audited point-of-sale data, compared two products (Hydralyte and Blackmores Women’s Vitality) in four pharmacies year-on-year, month-on-month and like-for-like stores.

The pharmacies selected to carry out the research were spread geographically across Australia. No additional point-of-sale promotions or catalogues were placed in the pharmacies for the two products participating in the research. 

David Spaulding, CEO, Hydration Pharmaceuticals says: “We have been trialing our latest Hydralyte campaign in-store at four Sigma pharmacies on PDM’s Wellbeing Network for the past two months. We are impressed with the impact this has had on customers. The increase in sales of Hydralyte in the participating pharmacies is 20% greater than non-participating pharmacies for the same period.”

Elmo de Alwis, CEO, Sigma Pharmaceuticals, says: “I am delighted that our innovative retail strategy lead us to introduce digital media into Sigma’s leading pharmacies as it is driving increased sales in store and for suppliers. We have shown that the combination of best-in-market centrally managed digital media and interactive health information is creating a unique shopping environment and consumer experience in our Sigma aligned pharmacies. Working with PDM, Sigma anticipates continuing the expansion of this network in the very near future”.

Sigma and PDM are amongst the first companies in Australia to release tangible research about the effects of digital media advertising in Australian pharmacies.

Jon Marshall, PDM, Wellbeing Network Manager says: “PDM are pleased with our recent research findings carried out in the Sigma pharmacies. There is now a strong body of evidence from numerous studies both in Australia and internationally that support the media platform as a valid and effective way of engaging consumers at point-of-purchase. We can prove that pharmacy visitors are seeing the screens, recalling the advertising and responding to the messages.”

PDM’s Wellbeing network is featured across Sigma pharmacies Australia-wide. 

-ENDS-

PDM Wellbeing Network – sales research methodology

In the month of April 2008 PDM conducted research on the effect of digital advertising through the Wellbeing Network on sales in pharmacies. Key results from the research showed:

• In-store advertising increases sales by up to 20% on the previous month where no advertising was shown
• In store advertising increased sales for the same month over the previous year
• In-store advertising not only reversed the decline in sales for the previous year but increased sales by a minimum of 55%

The methodology consisted of using four pharmacies, two products over one month. The pharmacies were Amcal and Guardian in NSW and Victoria. The products advertised were the Hydralyte range and Blackmores Women’s Vitality.

The data analysed is point of sale information provided by the pharmacies. Sales were tracked for March when there was no advertising and April when the advertising was implemented 3rd week of April.

To ensure the data was uninfluenced by other factors, there wasn’t any catalogues, dump bins or promotional offers provided in April.

It is clear from the sales data that in-store digital advertising has a positive effect on sales benefiting the pharmacy and suppliers.

ABOUT THE WELLBEING NETWORK
Spread over 250 stores nationally, the Wellbeing Network is the largest centrally-managed out-of-home digital Wellbeing network in Australia.   The network consists of LCD screens and touch-screen kiosks at prominent locations in captive consumer dwell areas across three pharmacy brand channels – Amcal, Guardian and Blooms. The network provides an engaging mix of news, information, entertainment, health, beauty and wellbeing content interspersed with advertiser and channel messages. The Wellbeing Network delivers targeted messages to a predominantly female audience in a trusted destination where 83% of shoppers purchase. The network offers advertisers 3.6million opportunities to see (OTS) per month. Recent findings have proven that the Wellbeing Network reaches a predominantly female audience (73%) in an environment where 83% of shoppers purchase. 97% of the Wellbeing audience trust their pharmacist and believe their pharmacy is a quality heathcare destination.  Source: Galaxy Research, January 2008

ABOUT PDM
Prime Digital Media (PDM) is Australia’s leading provider of out-of-home digital (OOHD) media. The company provide retailers and marketers with innovative ways to target and engage the new, media-savvy consumer. PDM control Australia’s largest, centrally managed out-of-home digital network, delivering dynamic, relevant, visually appealing messages to retail environments via plasma and LCD screens. The company’s in-store retail networks showcase The Home Electronics Network, The Lifestyle Network and The Wellbeing Network. Clients include Retravision, Boost Juice, Amcal, Guardian and Blooms. PDM centrally manage and produce content for Telstra’s in-store ‘T-shop’ retail network, TelstraTV. Fireback Digital, PDM’s in-house creative studio, produce the most out-of-home digital content in Australia and have collected the most awards for doing so. www.primedigitalmedia.com 

ABOUT SIGMA PHARMACEUTICALS LIMITED
Sigma Pharmaceuticals Limited (Sigma) is a leading manufacturer and marketer of prescription, over-the-counter and generic pharmaceutical products, a leading wholesale and distribution business to pharmacy and owner of some of Australia’s largest pharmacy banner brands: Amcal and Guardian, in addition to the new Amcal Max brand. Sigma is listed on the Australian Stock Exchange and in 2006 / 07 had annual sales of $2.7billion and an annual net profit after tax of $104.6 million. www.sigmaco.com.au