adapt to restrictive changes in a highly regulated market
Regulators initiated a dramatic change that required an OTC brand to be moved from the front of store to behind-the-counter (BTC), and only with the pharmacist’s direct intervention
With several hundred million sales dollars at stake, the client turned to analogy to find a path to regain its prior sales while complying with the new regulations
analogy used its proprietary business model database to identify dozens of highly successful BTC products in other categories and the key “moments of truth” in the consumer purchase decisions
These proven approaches were adapted to suit our client’s brand and channels, and translated into store level plans after testing them with senior management in seven major chain stores in three states
As a result, our client was able to craft a superior consumer buying experience that was not hurt by the new regulations
