E-Commerce Campaign

Defend EXspot E-Commerce Web Site

EXTENDING A BRAND’S REACH, VIRTUALLY

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When Defend® EXspot® Treatment for Dogs shifted from a product sold only through veterinarians to one available over-the-counter it realized a slight increase in sales. To further enhance market share, manufacturer Schering-Plough Animal Health asked LePoidevin Marketing to come up with an additional way to market the product to dog-owning consumers.

Even though Defend EXspot enjoyed fairly good national distribution through retail stores, some parts of the country were unable to obtain product. After weighing several strategic approaches, we recommended they offer product for sale directly through a new, information-based e-commerce Web site.

The existing Web site had touted product benefits, and listed the retail stores where EXspot was available. What it lacked was hard evidence of product performance, and the ability to buy the product online. We produced a new e-commerce site that incorporated the features of the first site, and added the on-line sales component. The straightforward order form made it easy for dog owners to obtain product, and an automatic return email confirmed all purchases.

The site’s creative approach was driven by product performance studies and statistics, and supported brand positioning that it was the most effective topical treatment for the control of pests on dogs. Additional features, like a dosing reminder email program, and head-to-head product comparison charts were also added.

As an additional sales channel, the Web has proven to be a viable way in which Defend EXspot gets into the hands of caring dog owners.

BROWSE OTHER SCHERING-PLOUGH CASE STUDIES:
VetConnect Direct Mail
VetConnect Newsletter Series
Re-Branding Campaign
Sam’s Club Pallet Display