Creating a conversion machine for a popular pharmacy chain
O’Sullivan’s Pharmacy is an Irish-owned, family-run business founded by Catherine O’Sullivan in 1958.
Providing locals with quality products, sound advice, and essential support are the pillars upon which their business was built and still stands upon today.
Over 60 years later, O’Sullivan’s Pharmacy is still run by Catherine’s daughters Emer and Cliona.
Since Catherine opened the first O’Sullivan’s pharmacy on South Douglas Road, they have expanded to 7 locations across Cork with their flagship store standing proudly in the Wilton Shopping Centre. O’Sullivans Pharmacies are an integral part of the communities in Wilton, Bishopstown, Grange, Frankfield, Douglas, and Ballinlough.
O’Sullivan’s Pharmacy is a family-owned chain operating from 7 store locations in Cork. They tasked us with building a competitive eCommerce website and implementing an omnichannel digital marketing strategy to drive online sales, increase footfall to their stores, and establish themselves as the go-to pharmacy in Cork.
They also wanted to refresh their visual identity, learn more about their customer base, and establish their key differentiators. One of their key goals was enhancing their customer’s experience with a feature-rich website, to provide a seamless and compelling shopping journey.
Success – Within The First 6 Weeks
In Online Sales
Our goal is to in the shortest time possible to grow O’Sullivans Pharmacy online to over €1 million per year in online sales.
Our Solution For O’Sullivans Pharmacy
We carried out comprehensive research into O’Sullivans Pharmacy current position in the market, digital marketing efforts, their competitors, and their target audience. Investigating their current content marketing efforts, online advertising, SEO, and website analytics gave us the data we needed to create a full performance evaluation.
We then developed an extensive strategy informed by our research, illustrating how we were going to achieve O’Sullivan’s Pharmacy’s goals. This strategy outlined opportunities for PPC/Facebook campaigns, website design, brand positioning, visual identity, content marketing, email marketing, and SEO.
It was time to put our strategy into motion. Throughout a series of workshops with O’Sullivans, we finalised their website design, brand positioning, visual identity, and content strategy for the website. We developed an SEO-friendly website that incorporated conversion-boosting features like multi-currency functionality, search filtering, live chat, click and collect, loyalty schemes, and custom hampers.
Lastly, it was time to begin the marketing phase. Enhanced eCommerce tracking was set up for every channel to ensure our campaigns were data-driven. We designed automated email campaigns including
What We Delivered
- Intensive competitor/market research
- Goal-driven omnichannel strategy
- Customer-focused eCommerce website
- SEO optimised website content
- Specialised eCommerce integrations
- SEO and digital marketing activity
- Email set up and integration with website
- Logo design and brand identity guidelines
- Targeted Facebook and PPC campaigns
- McLernons EPOS Integration
- Interactive Ordering Forms For Specialist Products
What’s Inside The Pages
What O’Sullivans Had To Say
“Our customers love our new website! This is our first eCommerce site, and we were concerned about the amount of time and effort it would take to load up our products. Nick, Krystian, and the whole team were a pleasure to work with – they made the process of getting set up to sell online as easy as possible. We’re incredibly happy with our site, the feedback from customers has been great, and we look forward to continually improving and evolving our online efforts going forward.”
– Colin O’Sullivan, O’Sullivans Pharmacies
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