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.

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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.

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