Case Study
Blooms The Chemist
THE CLIENT
Introducing the 33BONDI and Blooms The Chemist partnership. Blooms The Chemist is a leading community pharmacy network with over 100 community pharmacies nationally. A pharmacist owns each pharmacy, and a centralised national service operation (BSO) supports the network. The organisation has a people-first culture that combines the customer-centric passion of a local business with the economies of scale of centralised services.
As a pharmacy, Blooms The Chemist is a two-geared enterprise because it delivers professional health services to patients, and competes as a retailer offering complimentary over-the-counter products to customers. The dichotomy of patients and customers present real challenges and real opportunities.
In 2017 Blooms The Chemist consulted with Google about achieving its ambitions to scale and become the biggest and best community pharmacy network in Australia. The brief was to find a Google implementation partner that could bring the technology, cultural fit and broad skill set required to achieve digital transformation. Google recommended 33BONDI because of our ability to understand and support the unique and complex patient/customer experiences and design, build and run solutions. The result is an authentic and deep partnership between 33BONDI and Blooms The Chemist that is three years young.
Since the partnership started, 33BONDI has supported an additional sixty pharmacies joining the network and created the enterprises’ first eCommerce platform. Our combined strategy, technology and branding services are employed to architect omnichannel brand solutions. We have then designed, built and run these solutions as multiple business applications spanning data warehousing, analytics, eCommerce, customer loyalty, and employee engagement. All at an enterprise scale that can sustain another 100 stores and more.
“Blooms The Chemist places store partners, our people and communities at the core of how we deliver better health outcomes to Australians. Technology is a powerful tool in communication, and as a business, we must constantly innovate to be effective and competitive. The work from 33BONDI enables this to happen,”
Martin Olds, Chief Information Officer, Blooms The Chemist
Outcomes
Increase in incremental $’s per transaction by Blooms The Chemist Loyalty Program members vs non-members in 12months.
Ranking in 33BONDI marketing campaigns* for Blooms The Chemist vs Woolworths (1), Chemist Warehouse (2), Coles (4), Amazon (5) and eBay (6) within three months.
Internal monthly page views of Engage, the cloud-based intranet 33BONDI created for Blooms The Chemist.
Growth rate in the number of Blooms The Chemist pharmacies in two years supported by 33BONDI enterprise technology.
What We’ve Done
- The design, build and run (on-going) of omnichannel customer Data Analytics Platform.
- The design, build and run (on-going) of MyHealth Rewards, a bespoke omnichannel Customer Loyalty Platform including design, development, branding and marketing
- The design, build and run (on-going) of Engage, a cloud-based open-source Company Intranet with SSO and CMS.
- The design, build and run (on-going) of Blooms The Chemist first eCommerce Site.
- Branding Master Brand, Internal & External Store, MyHealth Rewards and Health Services, eCommerce and Click & Collect.
- The design, build and run (on-going) brand Performance marketing.
Strategy
Blooms The Chemist goal is to be the biggest and best community pharmacy through a people-first culture. It is a strategy driven by internal leadership and has been very successful.
33BONDI are genuine partners entrusted to drive the strategy by delivering branded, seamless and consistent omnichannel customer experiences. We have designed, built and continue to run brand platforms that provide value to customers, and differentiate Blooms The Chemist from the pack.
In keeping with Blooms The Chemists people-first culture, our teams are open and transparent, genuinely collaborative and enjoy working hard together. The partnership has created significant outcomes that increase customer and business value.
eCommerce
33BONDI has helped unlock Blooms The Chemist brand’s immense value by envisioning and delivering the networks’ first eCommerce site. The brand can now extend beyond physical local communities to offer trusted advice and service everywhere online. The customer’s experience of Blooms The Chemist eCommerce was engineered through best practice UX and presented with refreshed, clean, aspirational design. BigCommerce were instrumental partners.
Creating eCommerce for Blooms The Chemist required many challenges to be solved. 33BONDI had to integrate this modern channel with a legacy in-store POS and ERP to ensure accurate stock levels offline to online to enable Click & Collect. We also enabled all 100 stores’ to act as a distribution point, a feature that helped us earn an APAC Agency of the Year award from BigCommerce.
33BONDI designed the eCommerce platform with a best-of-breed SaaS mindset to reduce cost but increase service levels to Blooms The Chemist. In other words, the platform solution design is robust, reliable, scalable and cost-effective.
My HealthRewards
Through the My HealthRewards customer loyalty program, loyal Blooms The Chemist customers are rewarded for frequent shopping. Reward program members can view their consolidated reward point balances from both in-store and online transactions, redeem points when shopping in-store or online and see their Health Check records. They can even donate points to the Make-A-Wish Foundation.
The value of My HealthRewards is far deeper than just for the customer’s experience. It is an insights platform, powered by Google Cloud, because it marries transactions to customer profiles, allowing 33BONDI and Blooms The Chemist to understand what, where, how and sometimes why, our customers behave the way they do. With this insight, we service the customer better with products, services and experiences. Better service equates to value and growth.
Engage
As the next generation of intranet, Engage has driven better communication, connection and training at Blooms The Chemist. Teams can log in securely to Engage from their device without a smartphone app, thanks to OKTA identity management. Individuals can read company news and updates, connect to Ed App, a third party LMS for training and professional development, access secure company documentation drives and receive notifications about critical incidents. There is even a company jobs board.
Retail Store Managers value how Engage enables the easy onboarding of staff because they can use personal emails and mobile numbers, circumventing IT desks and licensing costs. BSO teams can create, publish and retire content with the ease of simple WordPress CMS hosted on WP Engine. At the same time, all Pharmacists and Retail Managers can use reporting dashboards to see what content, training and other user engagement is occurring.
Data & Analytics
Blooms The Chemist leadership team is enabled to make better business decisions through the enterprise data infrastructure established by 33BONDI that merges information from discrete channels in a robust, scalable and secure leading data warehouse, Big Query on the Google Cloud Platform. It includes in-store transactional data, MyHealth Rewards points and membership engagement activity, online eCommerce transactions and encoded in-store video data. The structure provides the company with a holistic view of the customer and 33BONDI has been able to perform business case analysis on Customer Lifetime Value and Return On Investment for brand platforms.
Branding
33BONDI has evolved the Blooms The Chemist branding presentation to deliver visually consistent customer experiences that still have cut through. Branding work has been done across the Blooms The Chemist Masterbrand and Sub-brand and its application to many touchpoints. This includes the storefront, internal product categories and wayfinding, MyHealth Rewards, core Health Services and Health Checks, Promotions, Campaigns and eCommerce including Click & Collect.
Performance Marketing
33BONDI has significantly lifted the outcomes of all of Blooms The Chemist performance marketing including SEO, Search, Display and PPC. We have driven customer acquisition to the new eCommerce platform and consistently beat much larger and bigger-spending competitors both within pharmacy and grocery.
