GSK learns from web how to sell in-store

GlaxoSmithKline’s consumer healthcare division is using data gleaned from its e-commerce site GSK Direct to improve its in-store performance and identify the promotions that are most popular with consumers.

/c/n/o/gsk160.jpg

GSK, which owns the Aquafresh and Lucozade brands, is using online purchasing behaviour from the direct selling website it launched last year to get a better understanding of regular buying patterns and influence retailers on how best to position its products in-store.

E-commerce controller Paul Gurnell says that research into the site so far has suggested that “highly considered, high price point” items, such as weight-loss pill Alli and the nicotine replacement NiQuitin range, sell better online than in-store because consumers visit the manufacturer direct for more information.

He adds: “Retailers in-store and online are limited as to the amount of information on products they can hold, so as a supplier we will look to provide more content on our site.”

The site will be integrated into GSK brands’ digital and mobile offerings, such as the Piriteze iPhone app and the Lucozade online store, to drive awareness.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here