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How can la roche posay increase the conversion of dermo-cosmetic shoppers in German pharmacies
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Resumo(s)
As the demand for dermo-cosmetics increases, competition is intense in Germany. La Roche
Posay, as part of one of the world’s leading beauty companies L’Oréal Group, realizes potential
to stand out in the market. The research addresses the question: How can La Roche Posay
convert more shoppers in German pharmacies? An understanding of the shoppers' attitudes and
behavior was developed by conducting qualitative expert and shopper interviews, a quantitative
survey, and a conjoint analysis. These insights were turned into strategic point of sale
managerial implications, meaning that recommendations, excellent consultation, and discounts
are identified as key drivers for shopper conversion.
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Dermo-cosmetics German market La roche posay Shopper marketing Market research