For eCommerce and all our marketing activities, being compliant was a priority
"The MeaFarma eCommerce project was born as a challenge!" enthusiastic Melania Ciaramella eCommerce Managerexplains . "From the physical pharmacy, directed by Dr. Immacolata Grimaldi, we decided to move into e-pharmacy, a sector that saw a surge in consumption during the pandemic and was consolidated in the post Covid period.
MeaFarma is an online pharmacy established in 2018, yet despite this digital approach it has been able to distinguish itself through reliability, professionalism, and expertise, which it carries forward with great commitment thanks to a team of professionals with prestigious results.
Over the past year, MeaFarma has earned the podium in the "The Stars of eCommerce " rankingin theonlinepharmacy sector. The competition, organized by Corriere della Sera, rewarded the work of MeaFarma, which in fact beat the competition by taking first place over 500 online stores in our country. Really a great result.
The ranking was put up by the Economy editorial staff with the collaboration of Statista, through an evaluation that took into account 48 indicators including ease of use of the site, security, payment, purchase and delivery, customer service and communication.
"We wanted to reach new users and propose online the benefits and the relationship of trust that is established by entering our physical pharmacy. This is the goal we continue to focus on, which is why we work carefully on support services, advice and information by entering the homes of millions of Italians.
The omnichannel customer service, blog and newslettersare strategic and respond to user needs and frequently asked questions. Not surprisingly, the editorial calendar is full of articles about health, beauty and useful information. Ours is not a commercial, which is perhaps why users reward us with visits and purchases.
Advice is also offered by phone and chat by medical professionals, who are always ready to answer questions and concerns before, during or after putting a product in your cart.
I'm pleased to recall the case of what is now a very loyal customer of ours, a lady unaccustomed to online shopping, who is now able to periodically buy what she needs without enlisting the help of her granddaughter, all it takes is a call to our customer service department!" Of course, thousands of online reviews attest to such impeccable service and offer confidence to new visitors.
"Our target audience spans an age range of 35 to 55 and includes mostly women, while the eCommerce catalog has more than 60,000 pharmaceutical products, which we ship within 48 hours throughout Italy, from Lombardy to Sicily.
To ensure speedy deliveries, even the choice of the company's location was not accidental; we are at the CIS in Nola, close to the reference couriers, plus we are continuing to invest in this department to automate logistics.
Prices are also competitive and represent another strong point for MeaFarma, which manages to guarantee a rich, convenient and always available catalog of products, not to mention the promotional campaigns carried out with the brands themselves, which allows us to grant those who buy a 2X1, a free gift, which is always particularly appreciated.
Since we started in 2018, online pharmacy numbers have increased year by year. Attending to and managing Privacy Policy, Cookie Policy, Terms and Conditions of Sale and what the Privacy Guarantor provides is extremely important, especially considering the millions of visitors who access our eCommerce site monthly.
After careful consideration, we decided to rely on the industry's leading online compliance platform, iubenda."
Choosing a strategic iubenda partner for the implementation
"We have built a relationship with users based on transparency and fairness. Online compliance has always been important, but it was not easy to manage it on our own.
Once we chose iubenda, we looked for a partner to configure the tool according to our needs, so we got in touch with power2Cloud.
The power2Cloud team, in sharing with our DPO (Data Protection Officer) and the team following marketing, implemented the platform while also pointing out the initiatives and tools we use for upsell, sales and communication activities.
The first aspect we focused on was the Cookie banner on the homepage, to include not only the CTAs "Accept" or "Continue without accepting," but also flags to customize third-party cookies, with which the user can manage privacy and tracking in full transparency and autonomy, an important aspect when considering the ADS and newsletter sign-ups we follow."
MeaFarma increases numbers and continues to offer transparency and compliance
"Thanks to power2Cloud, we were able to quickly implement iubenda. We found a partner we could rely on for thewidespread configuration of the platform for our eCommerce, this definitely offered a leg up!
The adoption of iubenda has not affected MeaFarma's marketing activities at all.Initially, we were afraid of losing eCommerce traffic, but after a short period of alignment with the tool's new settings, the numbers remained stable. Indeed, as time passed, users and newsletter subscribers increased (by 2022 more than 50 percent).
Today we are also able to handle newsletter compliance withconfidence ; we send four a month to more than 100,000 users.
Customer satisfaction is a mission for us. We are now focused on growth, without neglecting the attention to detail with which we have distinguished ourselves. Twenty-nine new professionals have been added to our team in the past year; we are aiming for further growth in the future."
