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Case study · Own brand, taken online
Once only on the shelf. Now up 150 per cent.
The Dräxlmaier pharmacies run “natürlich”, their own premium brand. It was sold only in their own shops. The online shop was meant to change that, and it gained a section few pharmacy shops have.
- Client
- Natürlich by Dräxlmaier Apotheken GmbH, commissioned through SEEWALD Marketing Service
- What it is
- Own-brand online shop, plus a section for genetic analyses
- Scope
- New build, seventy products, connection to a laboratory
- Live
- Since 2023, maintained by us ever since
View the site The shop delivers to Germany and Austria.
What happened
A shop, and a laboratory behind it.
- 01
Before
The brand was only available over the counter of the pharmacies themselves. Revenue was tied to opening hours and to the catchment area of the locations, although the brand itself could reach much further. On top of that, it is a market where a great many players compete for the same search terms. A brand with a premium position cannot win there on price. It has to win on presentation.
- 02
The task
Keep the brand’s standard online. That applies to product presentation as much as to wording, because for food supplements the EU Health Claims Regulation decides which health claims are permitted at all. The most technically demanding part was something else: the genetic analysis. An order for these is not an ordinary purchase. A laboratory is attached to it, a process with several steps, and communication that has to trigger the right thing at the right time.
- 03
What we built
A WooCommerce shop with seventy products and a product adviser that guides customers through the range instead of leaving them to scroll a list. Alongside it: bundles, recommendations, a subscription for everything that is reordered at fixed intervals, reviews and a reminder for abandoned baskets. The genetic analysis section runs with an interface to the laboratory. And the ongoing work: visibility, Google Shopping, automated invoicing and an affiliate programme.
The genetic analysis
The part that looks like one line in the quote.
In the build, it took the longest. Switch between a process run by hand and the one that runs automatically today. Simplified.
- OrderShop
The customer orders the analysis in the shop.
- AssignmentPharmacy
Someone copies the order into the laboratory’s system.
by hand - NotificationPharmacy and laboratory
Who learns what and when depends on people and inboxes.
by hand - ResultLaboratory
The result becomes the personalised daily portion.
- Data transferred by handin pharmacy and laboratory
- Retyping on every orderyes
Result
Measured by the client, not by us.
+150%
own-brand revenue in the first year70
products in the shop3
years maintained by us
“Our own brand used to exist only on our shelves. Now it stands online exactly the way we would present it in the pharmacy.”
What went into it
Do you have your own brand that is not online yet?
It is the most common case we see: a good product, a narrow catchment area and the question whether a shop of your own would pay for itself. Tell us what you carry and how many items there are.
Investment
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- 1Goal
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