February Vitamins & Supplements Orange Report

February Vitamins & Supplements Orange Report

February 2020 ORANGE REPORT

For this month’s Orange Report, we’re sharing a few of our best and most recent blogs that speak on all things Magento, eCommerce, and Digital Marketing. Like always, we encourage everyone using Magento to make the most of its functionalities by incorporating the very best Magento extensions and news.

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Everything you need to know about eCommerce, digital marketing, and Magento.

Your Go-To Guide for Selling Supplements Online

Your go-to guide — complete with benefits, guidelines and more — to begin successfully selling health supplements online today.

Top 3 Online Demographics of Supplement Buyers

Who is buying supplements online? Where can you find them? And how can you get them to your site? Keep reading to learn.

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Padawan Series: Social Posts Your Brand Should Implement

There are many types of social media posts you can create for your account that can earn more followers, brand awareness and purchases. 

Decrease These Website Distractions; Increase Your Conversions

No matter what segment of the eCommerce industry your webstore is in, odds are there are an astonishing number of site elements on your site that overwhelm guests with useless tools, elements, and features.

What Vitamins, Supplements and Nutraceuticals Brands Must Know About Establishing A Loyalty Program

What Vitamins, Supplements and Nutraceuticals Brands Must Know About Establishing A Loyalty Program

As a vitamins, supplements, and nutraceuticals eCommerce retailer, if you’re missing a loyalty program, then you’re missing a lot. In today’s day and age, loyalty programs give a unique opportunity for eCommerce stores to form deeper, closer relationships with their customers. Read on to learn all about the benefits of a loyalty program, best practices, and more — so your online store can start reaping the benefits of a loyalty program today.

What is an eCommerce store loyalty program?

A loyalty program for an eCommerce store is a customer retention tool meant to keep customers engaged and loyal to your store. This leads to loyal customers shopping on your site more often and buying in higher quantities.

Many loyalty programs offer points for every dollar spent. Once enough points are accumulated, customers can either use those points to save money on their next purchase or redeem the points for a reward. In physical stores, loyalty programs usually come via a card you scan during checkout. For eCommerce stores, however, the merchant typically asks you to sign in, which then allows your loyalty information to populate and update based on any new purchases.

How popular are loyalty programs?

The most popular type of loyalty program in America are found at grocery stores. In fact, 74% of US adults are members of a grocery store’s loyalty program. However, pharmacies are not far behind. Studies show that 70% of US adults are members of at least one pharmacy or drugstore loyalty program.

What are the best practices of a loyalty program?

As you build your pharma eCommerce store’s loyalty program, keep these five tips in mind:

Use personalization. Today’s customers don’t want generic content. They appreciate customization that makes them feel personally engaged with a brand. Developing a specific loyalty program that helps customers monitor their unique health condition and gives personalized, relevant advice and offers goes a long way.

Focus your loyalty program on your existing customers, not on recruiting new customers. When it comes to loyalty programs, 80% of income comes from the top 20% of loyal customers. That’s why it’s important to keep your existing customers satisfied with your reward program. Look at your research and analytics to see what products and offers resonate with this audience, and then keep these rewards coming.

Introduce a progressive web app (PWA) instead of a plastic loyalty card. The days of plastic loyalty cards are nearly gone, as people increasingly have more information on their phones and less in their wallets. As a result, it’s a good idea to have your eCommerce store’s loyalty program easily accessible via phone. That way, customers can see their medication reminders, notifications, rewards and more all in a quick tap. For more info on PWAs, check out a blog post  we recently wrote about how pharmaceutical brands can profit from a PWA.

Give opportunities for customers to add more to their carts. A good loyalty program should incentivize its members to add more to their carts than they originally intended. To do this, offer “double-point campaigns” (such as: “Add this to your cart today and you’ll receive double the points on your entire purchase!”) and other targeted offers.

Host social media contests. The most successful loyalty programs encourage their members to interact with their brand on social media. Give your members points if they link their Facebook, Instagram and Twitter accounts. Then, offer rewards for participating in social media contests. This is great for your members because they get more points and freebies, and it’s great for you because you get your supplement or vitamin brand’s name out there even more.

What are the benefits of a loyalty program?

There are three main benefits of creating a loyalty program for your supplements eCommerce site:

It increases brand awareness. Loyalty programs are straightforward ways to increase customers’ awareness of your brand and store. Over time, loyalty programs lead to customers becoming more and more attached and, well, loyal. This helps eCommerce stores maintain and build customer relationships for the long haul.

It helps you track your customers’ buying habits. With loyalty programs, it’s easy to keep track of what your customers buy. This helps you better manage inventory, offer relevant sales/specials and enhance your CRM database.

It builds brand advocates. As people come back to your store more often and engage more, they become brand advocates among their network of family and friends. This word-of-mouth marketing is invaluable, as it is sometimes shown to be trusted even more than a doctor’s advice. But don’t forget: Once these brand advocates are vocal about their loyalty to your store, they must feel appreciated. You can do this by offering exclusive offers just for them.

How has COVID-19 changed loyalty programs?

Even before the global pandemic, consumer shopping behavior was happening more and more online — but COVID-19 has only accelerated this change. People are beginning to engage differently. They want to feel connected to their favorite brands and they want value that they can’t find elsewhere. For many companies, the answer to this is a stand-out loyalty program. Giving customers access to personalized information, offers and rewards goes a long way.

Ready to start — or enhance — your online store’s loyalty program?

At InteractOne, this is one of our specialties. As a senior-level Magento partner, we know Magento loyalty functionality. Plus, we partner with leading eCommerce loyalty program companies, such as Nosto and Yotpo.

To see what we can do for your supplement or vitamin eCommerce store’s loyalty program, contact us today.

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Connect with one of our experts today to discuss your eCommerce needs!

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Top 3 Online Demographics of Supplement Buyers

Top 3 Online Demographics of Supplement Buyers

Health supplement use has never been more popular than it is today. In fact, since the 1970s, there’s been a 40% increase in supplement use in adults 50 and older, and a 23% increase in adults younger than 50. In 2019, the supplement market was valued at $163 billion — and it’s forecasted to grow exponentially over the next few years.

As a supplement eCommerce retailer, this is great news for you. But who exactly is buying these supplements online? Where can you find them? And how can you get them to your site? Keep reading to learn about why people buy health supplements online, as well as the top three demographics of online supplement buyers.

Why do people buy health supplements online?

No matter who your audience is, the most common reason that people buy supplements online is because they’re experiencing some kind of pain, ache or health problem and they want to feel better. Other popular reasons that people buy/take supplements are to ensure that they get the recommended amount of vitamins, improve their energy levels, boost their immune system, improve any digestive issues and/or to lower their cholesterol.

In addition, a growing number of people are turning to health supplements because they don’t feel that they receive the right nutrients in their food alone. As a result, they try supplements in the forms of vitamins, minerals, botanicals and more. Many choose to buy them online because it’s quick, easy, convenient and doesn’t require a trip to the store.

What are the top three demographics of online health supplements buyers?

There’s a wide variety of people who buy health supplements online. According to our research, here are three of the top demographics:

1. Women 60+ in the United States 

In a nationwide survey, 49% of adults in the US say that they take health supplements. This group is made up of mostly women (54%), although men are beginning to take more supplements as time goes on. In addition, results of the survey also show that supplement use increases with age. In the age group of 20 to 39, 34% of people took supplements. In the age group of 40 to 59, it was 50%. And in the age group of 60+, 67% say they buy/take supplements. 

Where you can find this demographic elsewhere: When looking at where you can find this top demographic (women 60+) online, many are visiting dating sites, retirement living sites, travel sites, AARP’s website and Facebook. Advertising your online supplement store on any of these sites will definitely yield some valuable results.

2. People 60+ with health insurance

Of all Americans without health insurance, 31% say they buy their supplements online. However, of all Americans with health insurance, 53% say they buy their supplements online. That’s largely because more and more people are taking a personal, vested interest in their health and consider themselves to be digitally savvy. As a result, they’re looking for medications and supplements online vs. in a doctor’s office.

Where you can find this demographic elsewhere: For starters, this audience can be found on many different health insurance websites, such as Anthem, United Healthcare, Cigna, Aetna and more. In addition, this audience frequently visits retirement websites and websites about aging. Advertising your eCommerce store in these places is a great idea.

3. People who report high levels of exercise

When people who rarely exercise were surveyed, 43% of them say they buy supplements online. However, when people who report high levels of exercise were surveyed, 56% of this group say they buy supplements online. 

Where you can find this demographic elsewhere: Not surprisingly, this demographic is all over websites featuring topics such as gyms, health, fitness, weight loss and stress management. Getting a catchy banner ad and/or a short blog post about your supplement eCommerce store on any of these types of websites will inevitably increase the traffic to your site — and then increase your sales.

Conclusion

When you’re trying to acquire new customers, finding them where they are online is key. It’s the first step to getting them familiar with your eCommerce store before their interest is piqued and they land on your site’s beloved “Shop” page.

At InteractOne, we work closely with our clients to find these audiences and then increase the high-converting traffic to their own sites. To learn more about how we can help your company, contact us today.

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Connect with one of our experts today to discuss your eCommerce needs!

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Evolving Pharma Trends and What to Expect in 2021

Evolving Pharma Trends and What to Expect in 2021

With so many brick and mortar stores closing last year due to the pandemic, online shopping has become even more popular, and basically essential—especially in the pharmaceutical and supplements world. This has meant vast changes in the way pharma eCommerce websites must operate; a lot of nice-to-haves are quickly becoming essential. Pharma retailers are finding they have to either stay up-to-date on the ever-changing world of eCommerce, or fall behind. 

We’ve been monitoring the market closely and observed some key trends in pharma eCommerce becoming increasingly prominent. Read on for what to expect in the pharma industry in 2021.

Quick, Inexpensive Order Fulfillment is Key

A growing number of people are abandoning their cart as they shop online. Two of the main reasons for this are high shipping costs and long shipping times. People don’t want to spend much on shipping, and they want their orders yesterday (thanks Amazon for both of these). If they have their cart full but then the shipping charge comes up as way more than they were anticipating and/or they won’t receive their order for a while, they abandon their cart and move on to the next site that promises products in a quicker, cheaper way.

To combat this problem, make sure—if you can—that your pharma/supplement company’s shipping costs are low (or free after a certain amount) and that your shipping times are short. It’s usually worth it to make your products a little bit more expensive, by building in some of your shipping costs, if it means keeping the customer’s shipping costs low. In the long run, it’s also usually worth it for your company to take a bit of a hit if it means getting your customers their products more quickly.

If you have a physical building and an eCommerce website, it may be worth it to tap into the new trend of BOPIS, or Buy Online, Pick up In Store. Customers like this option because even though they still need to go to a brick and mortar store, they don’t need to spend time shopping around, as their order is exactly what they requested and it’s already waiting for them when they arrive. If your company doesn’t have a physical location, consider partnering with companies that do have one and also cater to BOPIS customers, such as Kohls.

Pop-up Shops Are Popular for a Reason

With eCommerce on the rise and in-store sales on the decline, in-person pop-up shops may not sound like a great idea. However, over the past few years, eCommerce retailers have learned that pop-up shops do very well. Their unique physical presence helps spread awareness of your company to a new audience.

When picking a spot for your pharma/supplements pop-up shop, choose wisely. Where does your target audience hang out? Where does your brand fit in? Think about cities, towns and then physical locations. The most common places for pop-up shops are vacant storefronts and kiosks in shopping malls. Setting up shop at a farmer’s market is also a good idea for a pharmaceutical audience. When you catch your customers in the right place, you’ll get their attention—and their business.

A Shoppable Instagram Is Essential

One new perk of Instagram for eCommerce retailers is that this platform can now be used to sell products directly. The key here is to have an active Instagram page and then to tag any products you feature. If a post resonates with your customers, they can simply click the photo to see more information and then buy your products in just a few clicks, right from the Instagram app.

Another good, relevant strategy is to partner with influencers who share your company’s vision and can create and share shoppable content for your pharma brand. At InteractOne, we know the value of a great influencer. Read some of our recent blog posts about the rise and power of nano influencers and social media tactics proven to increase traffic to your webstore.

Subscription Services Satisfy Everyone

Year after year, the demand for subscription services only increases, and that’s because they’re a win-win for both customers and merchants.

For customers, they know exactly what they’re getting and when they’re getting it. Their beloved products are delivered regularly as scheduled and always just as expected. It doesn’t get much more convenient than that!

For merchants, having customers enrolled in a subscription service allows the companies to better forecast what’s needed and thus have better management of their inventory. Plus, it’s much better for a company to have a lot of dedicated customers that are loyal to the company week after week, month after month, than to have a handful of one-off customers who order once and then forget to return.

Drone Delivery Is Here to Stay

In 2020 drone delivery became a mainstream reality, with an estimated three million operational drones in the air. With the ever-present desire for convenience, coupled with extended periods of social distancing, drone deliveries are predicted to become even more popular in 2021.

The benefit of drone delivery for eCommerce retailers is that most packages can be delivered within 30 minutes. That makes for a lot of happy customers! Plus, drone delivery can save companies millions of dollars in shipping costs.

The drone industry really took off in 2015, when the Federal Aviation Administration (FAA) streamlined the registration process for companies. However, there still hasn’t been a pharmaceutical company that has fully integrated drones into their operations. With the need to protect patient safety being so important, most pharma companies are hesitant to take the leap just yet. However, as drone delivery companies continue to learn and grow, it’s just a matter of time before pharma companies jump on the bandwagon.

Automated Marketing Driven by Artificial Intelligence

Many businesses are already utilizing Artificial Intelligence in their marketing, and those that continue to do so will keep winning big. That’s because artificial intelligence helps businesses qualify leads faster and more accurately, and helps them show visitors more appropriate content. By delivering a progressive sequence of questions in automated chat conversations, businesses can quickly identify customers’ needs and then sort them into specific personas based on these needs. The AI then shows the customer relevant content that meets those needs. This reduces demand on human customer service, and assists visitors quickly and efficiently. It’s another win-win for businesses and customers, saving everyone time.

Video Content is Vital

Much has been said about video and its huge effect across all industries, but its influence is only growing. As more websites incorporate video content, it only proves to be more powerful and popular with consumers. The more compelling your content, the more likely you are to attract and retain customers.

The possibilities with video are as wide-ranging as your imagination. In the past year we’ve seen everything from short explainers on products and services, to full-blown series of videos like the Mayo Clinic Minutes, which offers general health and wellness tips.

Businesses that engage in social listening and pay close attention to what their audiences are searching for, and that then cater to those needs with easily digestible video content, will be the winners in 2021 and beyond.

Conclusion

These are just seven of the key evolving trends we’re seeing in the pharma/supplements eCommerce space. Want to find out more, and take advantage of these trends? InteractOne can help your pharma or supplement business stay ahead of the curve and increase sales. Contact us today for more.

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Connect with one of our experts today to discuss your eCommerce needs!

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Your Go-To Guide for Selling Supplements Online

Your Go-To Guide for Selling Supplements Online

Your go-to guide for selling health supplements online (DTC)

As a health supplement distributor or manufacturer, you’ve got the team and processes  to sell your products via the B2B distribution chain. But what about when you want to begin selling directly to consumers (DTC)? Selling health supplements online DTC is more popular than ever, and the market is growing every day. But don’t be intimidated. Here’s your go-to guide — complete with benefits, guidelines and more — so you can begin successfully selling health supplements online today.

Benefits of selling health supplements online

The future is digital. There’s no denying it. Seemingly everything is going online, especially in a post-COVID world. And when it comes to selling health supplements, it’s no different. The vast majority of health companies choose to sell online for many reasons, including:

  • There’s no need to spend money on a brick and mortar store. This cuts overhead costs tremendously. No rent to pay, no store to clean. Just a website to run.
  • You can be open 24/7. When you run a business online, there are no open and close times. You’re available to your customers any time they need supplements.

Overall, selling health supplements online is simpler and much less expensive for your company than selling in a brick and mortar store. But, it’s not just the “wild west” in the digital space. Selling supplements online comes with its own set of rules and limitations.

Government guidelines

When selling supplements online directly to consumers, there are a lot of government guidelines to consider. The supplement space can be tricky because omitting information or having incorrect information can get retailers in hot water very quickly.

In the U.S., the Food and Drug Administration (FDA) regulates the production and sale of all health supplements. Here’s what they require to be listed on each product:

  • All ingredients
  • The manufacturer
  • The packaging site
  • A product description
  • The word “supplement”

Here’s a link to a page on the FDA website that explains more about these requirements.

In addition, it is illegal to make any claim that a supplement will treat a condition or provide medicinal benefits. You absolutely cannot claim that your product will help people achieve anything at all unless you can back it up with authentic scientific studies. If you do make a claim, it must be accompanied by the following text: “This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.”

If supplements are mislabeled in any way, companies will receive a letter from the FDA. Every year, the FDA sends hundreds of letters to various organizations for mislabeling their products. Once a company receives a letter from the FDA, they have 15 days to respond and remedy the situation. If a company fails to do so, the FDA will enforce recalls and/or seizures of products.

Selling health supplements on social media

In today’s day and age, social media is absolutely vital for selling health supplements. It is widely known in the supplement world that using social media effectively is generally the “magic trick” for a successful supplement business. There are a few crucial things to consider as you begin to market your health supplements on social media.

  • Choose the right social platforms. You might think that selling the maximum amount of health supplements means having a big presence on every social media channel. Sometimes it does, but usually it doesn’t. Usually, with each specific supplement, not every social media network will be a good fit. Begin the process of selling on social media by identifying your customers and choosing a social network (or two) that gives you the best and most appropriate opportunity to speak to your target market.  
  • Build your network. You can start this process by searching for relevant keywords or hashtags (such as “health supplements” or #healthsupplements). Once you’ve found some people interested in your space, respond to their questions, comment on their posts, like their content and share their relevant posts. The goal is that they check out your page, like what they see and become a loyal customer. Selling supplements and building an audience on social media can be time consuming and competitive, but interacting with your audience in meaningful ways will help you gain ground.
  • Market differently on each social media platform.  Let’s say your research has taught you that your brand should focus on Instagram. In that case, partnering with an influencer can help you sell much more effectively. However, if your audience is more active on Facebook, Pinterest, eBay, etc., then there are other best practices to use. Keep in mind the best social networks for your specific product and audience, and then market and sell with that in mind. Whatever platforms you end up choosing, you must prioritize monitoring those platforms. Platform users are prone to comment and sometimes in a negative,  sometimes trolling style. Merchants need to be ready and armed with responses to defend claims and diffuse negative comments.

Don’t have a digital presence yet?

If your company isn’t online just yet, don’t worry. There’s no better time to start your health supplement eCommerce site.

Conclusion

Once you’ve created an amazing line of health supplements, it’s time to share them with the world — and what better place to do that than online? After you’ve mastered the government guidelines and learned how to effectively market to your target audience, all that’s left to do is sell.

There are excellent eCommerce platforms available on which to build your webstore. We can help you choose the correct one to meet your needs – and help you create and market your eCommerce presence.

To learn more about how InteractOne can help you sell health supplements online directly to consumers, contact us.

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Connect with one of our experts today to discuss your eCommerce needs!

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