An Post was delighted to welcome Cormac Tobin, managing director of Unicarepharmacies/DocMorris where he shared his company's customer loyalty ethos and how it has resulted in increased sales and attraced 40,000 new members in just 12 months. Direct Mail played a key role in the communications, Cormac shows us how. If you want to be invited to An Post Breakfast Briefings, email your details to mail.media@anpost.ie

1. Trust is Like Virginity you can only lose it Once

3. Contact Sport

4. Don’t touch the Purse

5. Thank You

6. Show me the Money

8. 4,499 cooperation pharmacies in 6 countries

9. Mail-order pharmacies

10. Over 500,000 customers daily

11. Dispensing of over 160 Mio. scripts a year

12. 14 countries

13. 140 branches

14. Partner for over 65,000 pharmacies and hospitals

15. More than 100,000 deliveries per day

16. 26 countries

17. 3 business unitsCelesio overview 3 3

19. Youngest Store Manager at 23

20. Became Board Member in 2000

21. Joined DocMorris/ Unicarepharmacyas MD in 2006

23. Proud of our Teams Achievements Our passion is to help our customers and patients to live healthier lives intelligently responsibly creatively and cost effectively 5

24. Sharing our Profit Our Culture Engage “We Adapt to Achieve”

25. Market Background & Challenges Strikes Consumer trust Economy Profitability Legislation Sacred Cows/Legendary Engage and Involve No card or costly points addiction

26. Doc Morris is: Value for money Innovation Customer Focus Surprising New Pharmacy Experience

27. We are DocMorris

28. Colleague Engagement and Reward Sales presentation run at Team meetings in €25,000 To date The Steering Wheel and Monthly Bonus Report Best Practice Refresh Units

29. Retailing is a Contact Sport “There is only one Boss The customer. They can fire everybody in the company from the chairman down, simply by spending their money somewhere else.” We Lose 20% of our Customers not Because our Competitors did Something right but because we did Something Wrong

30. Reinforces other Activities

31. Value for Money Proposition Value for Money. Poor people need it and Rich people Love it.

32. Sharing our Knowledge

33. Exceed Expectations High impact, professional environment Innovative products New services

34. “It’s not about the customer being loyal to us – it’s about us being loyal to the them “

35. Today's wallet and Point Addiction

36. Programme Objectives Say a big ‘THANK YOU’ Consistent & relevant dialogue Increase cross selling Disease management and community Our strategy: Quarterly mailing Offering compelling, relevant information Generous PERKS and being loyal

37. Relevant and Compelling We called the programme Unicare PLUS. We wanted to flip loyalty on its head – your loyalty programme, not ours. We wanted to disrupt the marketplace – in a good way! We recognised our brilliant colleagues and wanted to put them to the forefront of the programme. Direct Marketing supported by in-store POS.

38. Effectiveness of Execution Tone of voice Personalised Friendly Familiar Funky and modern An unexpected surprise

39. Sign Up Target by End of 2011 60,000 Households

40. Target Market Profiling Customers only want to buy Two things Solutions to their Problems Great Experiences Women 50+ Prescription customers Disease management Mothers

41. Effectiveness of Execution & Results Achieved Customer research from our Trial & Format Improvements No letter How men and women behave A more simplistic fold Perks (coupons) showed how customers behaviour has changed Tailored to me Information was good but more

42. Response to 1st mailing

44. FREE Kelkin Revive 46.5%

45. FREE chapstick 46.4%

46. FREE Nivea Creme 43.9%

48. 50% off Rimmel eye shadow 1.7%

49. Rockstar Tan Mousse save €17.99 2.5%

50. Optrex Actimist save €10 2.8%

51. Party feet heel shields 3.1%Average redemption across mailings 15%

53. Sales increase .65%

54. Supplier support -??

55. Brand recognition- Positive

56. Above industry redemption

57. Customer Satisfaction

59. Next steps-Future Robust & Relevant Strategies

60. Brand Changing mailing

62. Face book link

63. Mobile Recognition

65. Partners and associations