How Appier helped deliver personalised multichannel experience for Malaysians

It has assisted a retail pharmacy group in executing its digital strategies.

The COVID-19 pandemic has made retail pharmacy group Caring Pharmacy recognise the need to strengthen its digital presence to provide a more personalised user experience for Malaysians. As such, it has undergone a partnership with software-as-a-Service company Appier to execute its digital strategies.

Appier helped Caring Pharmacy leverage its rich offline data for more personalised marketing campaigns and create niche segments for various marketing efforts. This led the pharmacy group to achieve remarkable results, including a click-through rate (CTR) uplift of 215% and a response rate of 66%, surpassing its previous campaigns and indicating a high level of customer interaction.

Meanwhile, conversational commerce was also implemented to streamline communication with customers and improve customer service. Through Appier’s platform, Caring Pharmacy gained richer insights into its customers, allowing the company to tailor its marketing campaigns and messages across all digital channels.

In turn, the eDM open rate went to 87.3%, surpassing industry benchmarks and demonstrating the effectiveness of Caring Pharmacy's strategy.

Caring Pharmacy was also able to leverage AI-powered recommendation models for smarter product recommendations based on user behaviour, resulting in incremental sales uplift of more than 6%. Appier’s A/B testing feature allowed the pharmacy group to optimise its creatives and gain user insights, leading to an incremental CTR uplift of 134%.

The partnership enabled Caring Pharmacy to evolve its digital strategy and achieve outstanding results in its marketing efforts.

“By enhancing the user experience on its digital channels, Caring Pharmacy is better positioned to serve the healthcare needs of Malaysians, demonstrating its commitment to the well-being of the Malaysian community,” Appier said.

The success of Appier’s digital strategies has been recognised by the Malaysia Technology Excellence Awards, as the company clinched the win in the AI - Retail category.

The prestigious awards programme recognises exceptional companies who are leading the technological revolution and digital journeys of their respective industries to boost Malaysia’s ever-growing economy.

The Malaysia Technology Excellence Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's outstanding contributions in pursuit of technological innovation, please contact Danica Avila at [email protected].