Half of in-store sales digitally influenced
While online sales of allergy products may still be relatively low, thousands of consumers are making these purchases online — and many millions more are using the Web to learn about products and decide which brands to purchase.
That’s why it’s critical for brands to optimize four key areas — online search, images, content and availability, according to a new report from Clavis Insight. Search is the new shelf, the company noted, and the rules for winning online versus winning in store are vastly different.
Deloitte estimates that 50% of in-store sales are now digitally influenced, meaning that many allergy sufferers are turning to the Internet to research allergy products, brands and forms — even when making their purchases in physical stores, according to the Clavis Insight report.
However, simply having an online presence is not enough. Fewer than 30% of Amazon shoppers click beyond the first page of search results, according to Millward Brown Digital. So, if a brand is not returning on the first one or two pages of key search term results, it isn’t “on shelf” for those consumers. “Optimizing your products to rank in the top 20 against key category search terms, and then consistently monitoring search performance, is imperative for online success,” said Clavis Insight researchers.
So, who is winning? New entrants and private-label brands are taking the lead in terms of online presence. Flonase and Nasacort, nasal sprays previously available only by prescription, have worked their way to the top of the Allergy Clavis Insight Index ranking with consistent availability and top search results across retailers. Meanwhile, private label is giving brands a run for their money as retailer brands tend to perform better in search terms on retailer sites.
The analysis was conducted based on data collected from six U.S. online stores — Amazon.com, CVS.com, drugstore.com, Target.com, Walgreens.com and Walmart.com. The analysis includes 56 brands and 784 SKUs across the category.
Cannabis pharmacy premieres in U.K.
LONDON — Carun Pharmacy, the United Kingdom’s first cannabis pharmacy, officially opened its doors in May in Twickenham, London, offering consumers a range of health and beauty products that harness the healing powers of hemp.
Carun product offerings include Virgin Hemp Oil, which, according to the company, has a large range of health benefits and is the ideal replacement for traditional cooking oils; Hemp bio syrup, which is suitable for adults and children with respiratory problems, cough and cold; and Hemp Seed, which promotes a healthy metabolism when taken as part of a healthy balanced diet.
“I feel incredibly excited to be opening the first cannabis pharmacy in the United Kingdom. Carun products are made from a specially cultivated species of cannabis sativa called Carmagnola. The compounds called Cannabinoids, which act on Cannabinoid receptors on our cells surface, are very similar to those which [the] human body naturally produce in our Endocanabinoid system,” explained Michal Takac, Carun’s U.K. managing director. “These support our immune system, restore the balance and health of cells, as well as possess anti-inflammatory, antiseptic and antibiotic properties. But no … they will not and cannot make you high.” Unlike marijuana, which has a THC level of 20% to 30% (the psychoactive chemical that creates a “high”), Carun products only contain around 0.3%. With anti-inflammatory, antibacterial and hypoallergenic properties, the Carun line soothes and heals such skin conditions as rashes, allergies, psoriasis, eczema, wrinkles, stretch marks, bedsores, scars, burns, sunburn, and dry, cracked or sensitive skin, the company stated.