We are excited to announce that AdKaora, has signed an exclusive agreement with Haiku Technologies, Italy's leading IoT advertising platform for pharmacies. With this collaboration, we officially enter the retail media pharma sector, bringing innovative solutions for point-of-sale advertising.
The service pharmacy: a circuit of screens amplifying the advertising message
Our main objective is to plan advertisements on screens located inside premium pharmacies, benefiting from the media amplification provided by the integration with the other channels involved in the campaigns in a sector, such as retail media, which has seen a growth in its advertising market share in recent years. The ‘pharmacy’ sector has also undergone an important evolution in terms of positioning in recent years, transforming itself into a ‘service pharmacy’ and expanding its functions beyond the dispensing of medicines.
Thanks to the proprietary circuit of Addendo Pharma, Haiku Technologies' digital network, AdKaora and the Mondadori Group's MarTech hub add, therefore, an important piece to their proprietary advertising solutions, delivering advertising content to a target that is already present at the point of sale and is already inclined to convert. In addition, it takes advantage of the systems installed in over 200 independent pharmacies, municipal pharmacies and parapharmacies, for a total of approximately 5.6 million passages, with over 18 million gross contacts per month. A visibility opportunity for brands that take advantage of the exclusive locations of the screens within the stores, where significant daily traffic flows are recorded.
Technology and multichannel to optimise ROI
Valerio Ginnasi and Giuseppe Facente, respectively Co-founder and Managing Director of Netmedialick - Haiku Technologies, comment: ‘Thanks to the synergy between Haiku and AdKaora, retail media in the pharma sector is evolving, combining IoT technology, smart data and multichannel advertising strategies. Through Addendo Pharma brands can communicate in a targeted and contextualised way, further influencing the buying process at the most strategic moment. The integration of AdKaora's services and technology with our Addendo Pharma platforms makes it possible to measure the impact of campaigns, optimising ROI and offering concrete and timely data on sales of each individual product thanks to our IoT system ‘ADBox’. This multi-channel approach transforms the pharmacy into a hub of interaction between brand and consumer, enhancing the customer journey and strengthening the link between the physical and digital worlds’.
Davide Tran, CEO of AdKaora, emphasises: ‘Even for the pharma sector, innovation starts with understanding customer behaviour, personalising content and relationships, and using data intelligently to improve business strategies: this is why advertising solutions such as Retail Media can make a real difference in delivering content that is strongly tailored to the target audience of individual pharmacies, while at the same time gathering timely customer insights. Together with Haiku, we will be active in premium pharmacies across the country, with the ongoing objective of growing the network of screens, and we will preside over retail media for the pharmacy channel with a multi-channel approach linked to different campaign objectives; we will, above all, strengthen the drive to store by influencing the consideration and conversion phase of the product in a more direct way, taking full advantage of the actual micro-moment. Last but not least, we will be able to give all brands the real uplift in sales, hence the real ROI of the activity we went to plan, an aspect that makes us unique in the market'.
A multichannel and multi-touchpoint approach
Media planning is coupled with real-time monitoring of certified passages, reporting with the possibility of integrating sales data at the individual point of sale, and post-campaign analysis using Haiku's proprietary IoT technology ‘AdBox’, with which it is possible to measure the impact of the campaign on the sell-out, making the effect of advertising on sales tangible.
This makes it possible to enhance communication at the point of sale, influence purchasing decisions, further customise promotions and differentiate communication with granularity down to the individual point of sale. The amount of data collected on consumers and actual presence in stores thus enhances and fuels the proximity marketing amplification of AdKaora, with the aim of exploiting the clusters identified to further stimulate the drive to store in a multi-channel perspective. In fact, the offer boasts circular and multi-touchpoint coverage (display, rich media, push notifications, social, Stocard, digital out of home) to create exclusive offline experiences and increasingly innovative digital opportunities.