How CWH and Amcal are owning the pharmacy catalogue space


woman reading catalogue magazine

Pharmacy groups are leveraging print to successfully build their brand

By Kellie Northwood, Australasian Catalogue Association

It’s no secret that Australians love catalogues… We all enjoy flicking through the pages eager to see what the specials are for the week and what trends are hitting the racks. Our hunger for insights into what’s in store drives retailers to use print as the foundation to build their brand and keep up with consumer demand.

Retailers are tapping into print as it holds a longer conversation through its ability to be read and reread over a period of a few weeks. Australians put their trust in catalogues knowing that what they are consuming is correct and is something of interest to them.

With Australians placing their trust in print, how is the pharmacy sector optimising on this channel to inform consumers and drive them in store? The answer is brand. Retailers are using the power of catalogues to build their brand story, highlighting the shift from basic pharmaceuticals to promoting the importance of health and wellbeing.

Amcal’s brand messaging is strengthened via the catalogue, positioning the retailer as a trusted advisor for consumer’s seeking answers for all things health and wellbeing. In order to stamp their presence as the go-to pharmacy retailer in Australia, Amcal will feature a pharmacist on the front cover of their catalogue. This creative decision allows Amcal to speak directly to consumers through a respected pharmacist as a way to increase the value of the brand and importance of their messaging.

Brand reinforcement through an authoritative figure sets the tone for the entire catalogue. As the pharmacist is the first thing consumers see when picking up an Amcal catalogue, it makes them aware that what they are reading is coming from an expert within the Amcal family.

Catalogues provide a platform for pharmacy retailers to share knowledge of the latest health and beauty trends to their audience and Chemist Warehouse is one of the largest brands optimising on the power of print to do this.

No space is spared in Chemist Warehouse’s weekly catalogue with the pages screaming their brand of good value, extensive range and reliability. The busy catalogue emulates their store presence where consumers are made aware of the Chemist Warehouse brand at every touchpoint from the moment they walk into the store until they walk out.

Chemist Warehouse have developed their brand by producing engaging content though print, and now have taken a step further to provide more value to their brand through their House of Wellness publication. The pharmacy giant has implemented an educational aspect throughout, taking on a similar approach to Amcal, having an authoritative voice guiding consumers on how to maintain positive health and wellbeing.

Chemist Warehouse’s use of catalogue has been well received by their customers with the House of Wellness publication extending into a TV show to reach and inform a wider audience. Chemist Warehouse pair print, TV, radio, sponsorship and digital to build themselves as an equitable brand through knowledge.

Not only are pharmacy retailers using the strength of catalogue to encourage consumers to be conscious about their health, but shopping centres are tapping into this channel to promote its offering.

Canberra Centre leveraged print to promote a two-month wellness festival that would take place within the complex. The centre recognised the power of an educational catalogue through the creation of ‘Eden’, providing Canberrans with information on how to maintain a work/life balance. ‘Eden’ promotes Canberra Centre’s pharmaceutical retailers through informing shoppers on the tips and tricks for promoting positive health and wellbeing. It smacks of “we’re here for you” and consumers loved it.

The publication builds luxury in the pharmacy sector ranging outside of the traditional pharmaceuticals and into high-end seller of skincare, cosmetics and fragrances. During the two-month festival, the ‘Eden’ catalogue increased centre sales by 7.7%. Canberra Centre took on the responsibility to meet the career driven Canberrans by reminding them of the importance of taking time out to slow down in such a fast-paced world.

Using print as a foundation to build brands in the pharmacy sector is key. Pharmacy retailers are providing more value to their brands by ensuring consumers are taking care of themselves in the best way possible through informative approaches via catalogue.

Amcal, Chemist Warehouse and Canberra Centre are all examples of brands working the strengths of a channel to build brand story through trust, credibility and knowledge all conveyed as consumers relaxingly flick the pages.

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