Pharmacies and clinics had given them scale, but making the leap from the counter to the consumer demanded something they didn't yet have: direct knowledge of who chooses them. Our work was to develop that knowledge and put it in their hands.
Cantabria Labs
Pharmacy
Self-care
That was the starting point. Pharmacies, clinics and multi-brand stores distributed their products and filtered the relationship with the consumer. The model worked. But when they decided to open their own e-commerce, the question was inevitable: who actually chooses us, and why?
From e-commerce to e-understanding
The opportunity was clear. The path, less so. Moving from B2B to B2C isn’t just a commercial decision. It’s committing to understanding, for the first time, the person on the other side: their profile, their consumption habits and their purchase motivations.
We went where the consumers are. Internal interviews, pharmacy observations, focus groups and surveys with over 2,500 people. Qualitative and quantitative. GRAND took care of everything needed to develop a consumer profile from scratch.
Archetypes, buyer personas and customer journeys were developed for each product line. Everything Cantabria Labs needed to stop talking to a generic consumer and start talking to a real person. Tools ready to activate: coherent communications, segmented campaigns and a value proposition aligned with what the consumer actually expects.
Thanks to the research and prior development, for the first time, Cantabria Labs has a deep understanding of its audiences: who they are, what they expect and how they decide — and that changes everything. With this project, Cantabria Labs’ path becomes more concrete: optimising the point of sale, improving the online experience and building real loyalty with the end consumer.
