Beauty is not only a matter of DNA but also of natural preservation with the use of pure and organic substances.
Founded in 1969, Pharmathen is one of the fastest growing companies in the pharmaceutical industry as well as the exclusive representative of the international brands Bioderma and NUXE in Greece. NUXE was established in 1957 so as to meet and enhance the natural beauty of women all over the world by combining the most precious elements from nature and the latest innovation-driven R&D. Likewise, with extensive knowledge of the skin and its biological mechanisms Bioderma was formed in 1970 to formulate products based on this match.
Biodrema & Nuxe needed to turn towards a new direction in order to boost their digital presence.
Mozaik answered their call with a new business strategy that had to be followed to drive customer engagement and loyalty to the brands. The suggested strategy was realized with the design and development of two customer loyalty platforms for both Bioderma and Nuxe along with a set of inspirational “how it works” videos. Each loyalty program has its own rules, events, products, package codes and coupons, as well as users – merchants & admins. The flexible point awarding system is based on an event driven system while the dashboards & insights help the admin for the gamification strategy. The extensible gamification system allows users to be awarded points (or coupons) based on their purchases – referrals –personal info - or register though an affiliation. To top that integration with Facebook Lead Ads leads to higher conversion.
The Bioderma & Nuxe Loyalty scheme system has been developed for users & pharmacies. Users register & get welcome bonus points. Then they earn points with every purchase they make from pharmacies or e-shops by inserting the loyalty codes that correspond to each product. With the points they collect they earn coupons that can be redeemed to unique discounts, gifts & treatments.
By gaining points users can be upgraded to the next tier (level) earning even more points for every purchase. Users also earn points with other actions such as profile completion or friend suggestion according to the dynamic gamification strategy. Users can also enjoy an array of beauty tips & news and be informed for all bioderma-nuxe products.
Their profile page allows them to view all their info in one place such as active coupons & credits, history as well as profile info & settings. The loyalty platforms feature on-brand iconography giving the website a refreshing modern-twist. With a design based on its branding elements and a new fresh layout the platform enables visitors to easily browse through products and acquire valuable customer insights.
- Multi-brand loyalty programs
- Double Sided (b2b & b2c) loyalty platform
- RESTful API calls for information and actions regarding: users, package codes, coupons, products, product categories and merchants between WP (Front) & Loyalt Software
- Custom css3 animations
- Asynchronous dynamic loading of data, for coupons, maps
- Adaptive content for logged in users, based on access level
- Use of google maps api for distance related search in sale points
The basic idea of the strategy that was followed is associated with the proper targeting and use of appropriate digital channels. The Google Search and Google Display Network, combined with Facebook and Instagram Ads were chosen to achieve the objective. The first step was the complete description of the customer profile and the creation of "personas" with specific characteristics. Then Custom Audience profiles in Facebook and in the Display Network were created and the company's CRM database was utilized to create lookalike audiences with common characteristics. The innovative element in the whole process was the direct connection of the Facebook Ads and the Loyalty Club with custom development, allowing the user to carry out his registration to the Loyalty Club directly from advertising.
Both Platforms feature a backend page for the Pharmathen admins, where they can create their marketing campaigns, set the ground rules for the gamification model and finally measure the user engagement with real time metrics. There is also a dedicated page providing pharmacies with functionalities such as coupon validation, coupon redemption, account statistics, financial information and notifications from the loyalty program administrators.