Johnson & Johnson Retail Case Study

Johnson & Johnson Exceed Category Growth Target by 20%

A Partnering Approach for Adding Value to Johnson & Johnson Customers

 

Johnson & Johnson’s goal was to deliver a programme to their customer base which would help sustain J&J as the leading brand partner in the sector.

The added value partnership had to educate and support accounts to better develop their overall business performance and specifically increase J&J contact lens penetration and sales.

“We partnered with RPS to deliver business-building education to our UK optometry customers. Partners in Progress provided independent business owners with the expertise to drive through our category sales and at the same time develop owner capability to enhance overall business performance. The outcome; increased category sell-through for Johnson & Johnson and improved practice sales for our customers.”

Chris Dimmack, Key Account Manager, Johnson & Johnson – Vision Care

Partners in Progress – creating brand loyalty and increasing sales

The Challenge
Educating Accounts to Drive Contact Lens Sales

The Solution
Partners in Progress

The Partners in Progress approach, designed and delivered by RPS, was based on the principle of Johnson & Johnson adding value to its customers beyond the implicit and explicit value of the contact lens product being sold. Our experience working with brands that sell into retail has repeatedly demonstrated the significant opportunities for a brand to grow its business financially through delivering added value to its customers – this added value approach is delivered through the Partners in Progress programme.

Commercial Success
for the Customer

• 25% (av.) increase in dispensing ratio
• 20% (av.) increase in average transaction value
• 1.4 to 2.1 (av.) increase in items per sale
• 30% increase in contact lens penetration
• 20% (av.) increase in accessories sales

Commercial Success
for the Brand

• 2% increase in market share
• Exceeded contact lens sales target by 20%
• Enhanced position as supplier of choice
• Strengthened brand loyalty
• Developed advocates for the brand

Next Step: For more information on our Improvement Programmes contact us for a Performance Diagnostic.