Apex Loyalty PRESENTS

Haleon
Loyalty Program

About Haleon

Haleon (GSK Consumer Healthcare Business) is a world-leading consumer health company with a clear purpose to deliver better everyday health with humanity. Leading brands like Sensodyne, Panadol, Centrum, TUMS, Advil, Otrivin and Voltaren are built on science, innovation and human understanding and are trusted by millions of consumers globally.

Haleon is positioned to play a vital role for people all around the world, in a sector that is growing and more relevant than ever.

Challenge

B2B Digital Transformation for Haleon : A Loyalty Powered eB2B Solution

Due to Haleon’s huge customer universe, direct physical coverage is inefficient & very costly. Effective engagement & loyalty between customers and the company, is a success driving factor. eB2B (Digital commerce solutions) are increasing ease of doing business exponentially for both buyers and sellers.
Haleon wanted to create a gamified & engagement driven eB2B (online ordering) platform that enables the customers to engage on commercial and educational level. This solution would also drive the digital transformation within their route-to-market (distribution network) and among customers, primarily pharmacies to address several key business objectives.
These included improving their understanding of the customers (pharmacies), launching B2B online ordering (eB2B) initiatives, streamlining field operations for merchandise kit distribution, fostering stronger pharmacy engagement & loyalty with the brand, and supporting the transformation of in-store execution activities (Perfect Store) in pharmacies.

Core Requirements of the eB2B Program:

A Loyalty Powered eB2B Platform: The solution had to offer next-generation capabilities in Customer Engagement/B2B Loyalty domain and B2B online ordering/E-commerce space, accessible via both Web and Mobile applications. This demanded a deep loyalty expertise to craft a tailored experience for B2B users (distributors, wholesalers and pharmacies).
Multi-Layered Profiling (Wholesalers, Pharmacies, Sales Team): The platform had to house a multi-layered profile structure to enable capturing orders from wholesalers, pharmacies and also the sales team creating orders on behalf of pharmacies and wholesalers pending approval.
Multi-Tenancy (Country) Capability: To accommodate Haleon’s broad geographic footprint, the solution needed to support 15+ countries per region from a single platform (backend), handling various end markets without compromising local regulations, taxation, route-to-market differences and language options.

Complex Business Process Engineering Capabilities: The vendor was required to have strong technical acumen and a comprehensive understanding of diverse go-to-market strategies. This was essential to integrate different business flows across multiple regions into a cohesive solution.
Strong Gamification & Loyalty Aspects: In order to drive adoption and incentive users to use the new online ordering platform, the solution needed to address deep gamification, loyaltyi incentivization and rewarding aspects in a unified solution.
Perfect Store Execution: Haleon wanted to digitize & incentivize the in-store brand/product placement guidelines on the platform. The users would be able to upload shelf photos showing their product/brands stands & displays to comply with guidelines & earn points.

Solution

Pharma Connect Powered by Apex Loyalty
Apex Loyalty for pharmacy engagement, training & gamification

PharmaConnect is designed to reward pharmacies for their business performance (placing orders online) and platform interactions, offering a dynamic, multi-faceted loyalty program that enhances pharmacy success. The solution is being rolled out at the moment to new regions and countries like UAE, Saudi Arabia and Greece and many more.

Earn Points for Online Orders & Perfect Store Execution: Pharmacies can earn points for purchasing Haleon products online and for meeting in-store execution KPIs like “Shelfie” displays/stands, incentivizing both business purchases and merchandising excellence. They redeem their points at Reward catalogue that includes Haleon products & merchandising kits for their stores.
Engage to Earn More (Non-transactional activities): In addition to earning points through transactions, pharmacies can increase their points by engaging with the platform in various ways. Logging in regularly, watching educational videos, completing surveys, and even participating in games all contribute to point accumulation.
Learning Hub: Our Learning Hub offers a wealth of resources to help pharmacies grow their OTC (Over the Counter) business. From gaining insights into shopper behavior to learning advanced merchandising strategies, users can continuously develop their skills while earning points. These points can be redeemed for essential merchandising materials to help create "Perfect Stores."

Apex B2B Commerce / Digital Ordering : Modern Commerce For the Channel Partners

PharmaConnect’s Digital Ordering platform offers a seamless, user-friendly commerce solution that combines ease of use with powerful B2B features:

B2C-like Shopping Experience: Designed to feel like a modern B2C platform with it’s UI/UX, PharmaConnect offers real-time pricing, personalized catalog, personalized promotions, and cart-splitting features, making it super easy for pharmacies to order products to Distributors and Wholesalers.
Next Generation Capabilities: Besides standart online ordering capabilities, Apex offers intelligent features like “Suggested Cart”, “Suggested SKU”, “One Click Re-Ordering”, “Favorites” and many more.
Exclusive Online-Only Incentives: The platform incorporates traditional trade marketing promotions alongside exclusive online-only incentives, providing even more reasons for stores to engage with this next-generation tool.
Loyalty & Incentivization: With personalized promotions/purchase targets to generate incremental business, contract-level discounts, and the ability to earn points from online orders, stores enjoy a streamlined shopping experience that rewards ordering & engagement in a single solution.

Results

PharmaConnect combines reward incentives with an intuitive shopping experience, helping stores increase loyalty, optimize in-store performance, and grow their business. Whether through online ordering, learning, or interacting with the platform, stores can unlock new opportunities for success and improve their businesses.

See how APEX can work for you.