Bepanthen Skin Care Launch

E-commerce Strategy

Bepanthen Derma

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Action

This is what you, as the local Brand Owner, need to do to succefully launch Bepanthen Dry Skin in E-commerce.

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One-year-after optimizationOptimization GuidelinesRecommended KPIs

Optimize

Activation Strategy Ratings & Reviews Strategy Cross-Sell Strategy

Grow

Category LandscapeMessage Architecture Category Guidelines

Convert

Search Strategy Navigation & Taxonomy

Discover

Navigation & Taxonomy Strategy includes:

Which categories are the most important for our business?What should we do to make our products easily discovered by consumers?

Search Strategy includes:

Recommendation of the most potent category keyword lists Guidelines on where and how they should be used for better brand visibility

What should we do to make our new products easily discovered by consumers?

Search Strategy

Taxonomy

Taxonomy & Navigation Strategy

Recommended always on taxonomy (Doc Morris example)

All-levels deep: Be present at every level of the category tree and get to the most detailed subcategory

Multiple presence: Don’t just stick to the most relevant category – be in every category that applies

Identification:Map all categories that cover simillar products

How to do it

Taxonomy & Navigation Strategy

Category Branding

Signpost brand: Create a new special category with the E-retailer (e.g. 'Medicated Dry Skin Care')

Category sponsorship: Talk with E-retailers about subcategory sponsorship (‘Dry Skin Body Care’ recommended)

Category banners:Use them for promoting products or special offers.

Bepanthen's Signpost brand example

How to do it

Develop a set of solutions and functionalities to support the category’s conversion, retention and sales growth. Bepanthen and the partner E-retailer benefit the most, but the whole category grows as well.

Taxonomy & Navigation Strategy

How does it work?

Category Management

Gather key takeaways for the brand

E-retailer feasibility check

Gather key takeaways for the E-retailer

Perform category specific analysis

Start from small and medium players

Recommendation for improvements

Selection of E-retailers

Convert

What content should we use to win in the category / product listings? What should we do to convert a viewer of our PDP into a customer?

Category Landscape includes:

A set of data-driven observations about the competitors & shoppers in the category to be leveraged by Bepanthen.

Message Architecture includes:

An actionable overview of top priority messages per type of content.

Category Guidelines include:

Actionable tips on how to create product tiles, bullet points, Above the Fold and Below the Fold content.

Category Landscape

What should Bepanthen focus on? | Product Formula

FREE OF....

INGREDIENTS

MAIN BENEFIT

TEXTURE

Category Landscape

What should Bepanthen focus on? | Product Details

USAGE

SKIN SUITABILITY

FRAGRANCE

Category Landscape

What should Bepanthen focus on? | Brand Credentials

SOCIAL PROOF

CLINICALLY PROVEN RESULTS

DERMATOLOGICALLY TESTED

HCP RECOMMENDATATION

Category Landscape

What should Bepanthen focus on? | Education & Inspiration

STOCKING

SELF-CARE

BUILDING REGIMEN

Category Landscape

What should Bepanthen focus on? | Visual Guidelines

PRODUCT IN USE

MIX OF LIFESTYLE &DERMA

FRONT AND BACKOF PACK

REAL EXPRESSIONSREAL PEOPLE

Message Architecture

Convert

Category Guidelines

Enhanced Content

Product Description

Product Titles

Bullet Points/F&B

Primary Images

Secondary Images

Primary & Secondary Images

Primary Images

Category Guidelines

Keywords

Size

Skin Type

Product (Name/Format)

Sub-Brand

Brand

Size

Product (Name/Format)

Sub-Brand

Brand

Bepanthen Derma Replenishing Daily Body Lotion, body care for sensitive and very dry skin, dermatologically tested moisturizer with dexpanthenol, fragrance free, 200ml tube

Long Version

Bepanthen Derma Replenishing Daily Body Lotion, 200ml tube

Recommended video approach

Product Video

Category Guidelines

How to create them?

Use keywords

Most important product information leveraging:PRODUCT PURPOSE, BENEFITS FOR DRY SKIN, FRAGRANCE, DERMATOLOGICALLY TESTED ICON

ProductDescription

USAGETEXTUREINTENSITY OF TREATMENT SCALEHEALTHY SKIN INSIDE OUT

Productin use

5 MAIN INGREDIENTSFREE-OF… INFORMATIONHCP RECOMMENDATION

Productformula

SKIN SUITABILITYSELF-CARE RITUALSSOCIAL PROOF

Self-care

INTENSITY OF TREATMENT RANGE BUILDING REGIMEN

Portfolio navigation & Cross-Sell

How to create it

Recommended minimum structure

Category Guidelines

Enhanced Content

Grow

What should we do to generate more traffic and sales on our products?

Extra: COVID-19 impact

Pandemic instructions for e-commerce

Always-on Activation Strategy

Set of always-on tactics

Cross-Sell/Up-Sell Strategy

Selling products together - ways and examples

Launch Activation Strategy

Step by step guidelines for successful launch

Ratings & Reviews Strategy

How to augment R&R base

Cooperate with main E-retailers/ E-pharmacies on creating ‘Healthy Skin inside and out' Day/ Week campaign.

Trusted Partner Campaign

Create 1-week supply samples of different products to send to targeted shoppers.Work on sampling communication support.

Sampling

Make use of Activation Content to promote launch of new Bepanthen range.Leverage Activation Content assets also to support portfolio discoverability/ navigation and sampling.

Launch Activation Content

Launch Activation Strategy

Simplify portfolio navigation and product discoverability to make sure shoppers choose the product that suits them best.

Portfolio Discoverability

Availability and visibility

Make sure all products are available, visible and have full content implemented at key E-Retailers before launch activation.

Availability and visibility

Launch Activation Strategy

1. Talk to partner E-pharmacies/ E-retailers to identify which placements you will be able to use in the launch activation. 2. Align with partner E-pharmacies/ E-retailers to make sure the activation campaigns are planned to go live on the launch date.

Activate

1. Make sure your products are live in the right categories/sub-categories so that you can be where your target shoppers normally shop for other brands. Check Taxonomy & Navigation Strategy

Be in the right places

1. Make sure all products are live (and in stock) on an E-retailer before launch. 2. Make sure all products have the relevant content uploaded and implemented properly.

Go live

Recommendations:

1. Create a Product Finder tool to support the shopper's selection process.2. Create clear Portfolio Navigation in product content (Above the Fold and Below the Fold content).3. Create regimen building capabilities across content (ATF and BTF content) and educate shoppers on how to use certain SKUs together.

Portfolio Discoverability

Launch Activation Strategy

Good regimen buildingby educating clearly how the whole Bepanthen product range can be used together for the best results.

Good portfolio navigation per product type, format, intensity of treatment, connecting with shopper needs.

How to make sure shoppers understand the Bepanthen Derma range and select the right product for themselves/their needs?

Portfolio Discoverability

Launch Activation Strategy

Make sure to lead shoppers from the results page to an associated E-retailer/ E-pharmacy product detail page.

On brand.com

On E-retailers / E-pharmacies

Main Activation Idea

Step 3: Lead to conversion

Step 2: Product Reco

Step 1: Assessment

Implementation

Mechanism

1. Create a Product Finder (landing page on an E-retailer) that will recommend the perfect matching product for a certain shopper by assessing their needs/preferences.

Product Finder

A landing page should be created – based on E-retailer specs, but preferably through HTML syndication.

Landing pages

Launch Activation Content

Launch Activation Strategy

How to communicate

What to focus on

How to communicate

What to focus on

How to communicate

What to focus on

Types of banners

Types of newsletters

Types of landing Pages

1. Focused on communicating a NEW Portfolio / Range 2. Communicating the Product Finder and leading to it (E-retailer/E-pharmacy or brand.com) 3. Focused on communicating certain HERO SKUs

1. Focused on NEW Portfolio / Range (main benefits, RTBs) & regimen building. 2. Product Finder to recommend the right product for any shopper, by assessing their needs/preferences.

Newsletters

Banners

1. Focused on NEW Portfolio / Range – main benefits, RTBs. 2. Focused on addressing shoppers that are dissatisfied or like novelties. 3. Communicating Product Finder and leading to it (E-retailer/ E-pharmacy or brand.com)

Brandstores / Brandzones / Shop-in-shops

Launch Activation Content

Launch Activation Strategy

Recommended structure

Brandstores are essential to properly communicate the full portfolio of a brand and to provide clear navigation through the whole range, together with communicating some educational information/topics.

Implementation

1. Main Navigation 2. Skin needs

Type of Navigation

Bepanthen Derma brandstore should be launched independently from Bepanthen core brandstores. This way the “dry skin” target will be more easily achieved.

Sampling

Launch Activation Strategy

We recommend three different ways to include sampling in your launch activation:

1. Shoppers who ordered other Bepanthen products or dry skin/moisturizing skincare products will receive a sample with their order 2. Shoppers can order a free sample of a new Bepanthen product on different E-retailers (at basket level) 3. Landing page on E-retailers where shoppers can sign-up for samples and receive them for free

Sampling Mechanism

1. Sample for a HERO face cream SKU2. Sample for a HERO body cream SKU 3. Sample for a HERO body wash SKUClearly indicate how many days this sample would last for.

Types of Samples

Target those who received samples with a newsletter to support dissatisfied shoppers switching communication and remind about/reward reviews.

Produce a paper pamphlet to be sent with every sample, to educate about products, address dissatisfied shoppers and drive reviews generation.

Lead shoppers to the landing page with banners at E-retailers + newsletters (both by E-retailers and Bepanthen).

Create a portfolio landing page where shoppers can get familiar with the product portfolio and register for a sample.

Sampling Communication

Start building a review baseso Bepanthen Derma products have a good pack of useful reviews at launch stage.

Drive trial and switch Dry Skin shoppers (mostly dissatisfied with their current medicated or cosmetic products) to use the new Bepanthen Derma range.

Sampling

Launch Activation Strategy

Sampling Objectives

Sampling

Launch Activation Strategy

Trusted Partner Campaign

Launch Activation Strategy

1. Newsletters sent by E-retailers/ E-pharmacies to their database, with Bepanthen as the main sponsor of the initiative 2. Landing Page dedicated to such an initiative, again with Bepanthen as the main sponsor, but also showcasing other competitors' products

It’s essential that the initiative is organised by the E-pharmacy/ E-retailer, as shoppers will put more trust into such campaign. Even though Bepanthen Derma should be the main sponsor, other brands from the category should also be displayed to increase trustworthiness.

Use activation content to communicate the initiative, leading to an E-retailer/E-pharma platform

Organized by an E-pharmacy/ E-retailer; sponsored by the brand

hat to focus on?

Cooperation with main E-retailers/E-pharmacies in creating ‘Healthy Skin inside and out week"

To make Bepanthen a trusted partner in the care of dry skin in the eyes of regular shoppers of this category, right from the launch, we recommend Bepanthen Derma to sponsor a ‘Healthy dry skin day/week’ campaign with main partners.

E-commerce as the main focus: should lead to listings or chosen PDPs.

PURCHASE Key focus: conversionCTA: Buy

In between Awareness and Purchase, helps build interest in the brand.

CONSIDERATION Key focus: trafficCTA: Learn more

Important for Bepanthen especially at the launch phase and throughout the first year.

AWARENESS Key focus: reach CTA: See/ Learn

Implementation & optimization

Verification& content creation

Campaign ideaand mechanics

Touchpointmapping

Activation planning

Plan according to consumer journey stages

Always-on Activation Strategy

1. Take an active part in an E-retailer's loyalty programmes and activations.2. Work on subscription programmes.3. Plan an incentives system based on shoppers’ behaviour and purchases:- Discounts as rewards- Discounts for larger purchase- Discounts on special occasions.4. Create exclusive E-commerce coupons or vouchers.

Consumer incentives

1. Create dedicated activation content for the campaign. 2. Ensure E-commerce content is consistent with current brand VBL.3. Create a dedicated inside E-retailer’s LP to lead traffic to.4. Choose the topics basing on occasions calendar or category trends, remembering about dissatified users.

1. Include E-commerce in activations you run in other channels (digital, etc.).2. Leverage TV campaigns' impact.3. Track & optimise activation results.4. Test different approaches.

General guidelines

Communication

Tools

Always-on activation guidelines

Always-on Activation Strategy

1. Ensure sampling if possible2. Try to use a mix of inside and outside E-retailer’s tools.3. Make the most of E-retailers’ newsletters.4. Use the best performing tools.5. Test other tools and work with E-retailers on new marketing solutions.

Important for Bepanthen entering a new category.

Added value for consumers, turning visitors into shoppers.

Focus: conversion - portfolio navigation and sales.

BUILDING REGIMEN: Focus on complementary productsSPECIAL OFFERS: Product discounts, economy packs or product sets

Product

TRUSTED ADVICE: How to take care of dry skin (diet, prevention, skincare routines, facts & tips)MEDICAL: Bepanthen’s Dexpanthenol Repair Complex with its 5 main ingredients: their function and benefits for dry skin

Education

MEDICAL: Leveraging Bepanthen’s credentials; the science behindLIFESTYLE: Activation closer to consumers, for example self-care or home spa rituals

Brand

Types of always-on activations

Always-on Activation Strategy

CyberMonday

BlackFriday

Christmas

St. NicholasDay

Start ofwinter seasonKey Consumption Period for dry skin

Summerholidays

AmazonPrime Day

Mother'sDay

InternationalWomen's Day

Valentine'sDay

New Year’sresolutions

Special consumer occasions

Occasions Calendar

Always-on Activation Strategy

Activation recommended in the first year after Bepanthen’s Derma launch.The set to be available in E-commerce for a longer period, activated occasionally and with tracked performance.

Various contexts: 1) Starter Pack – driving trial2) Travel Kit – during holidays 3) Gift Pack – always-on or occasional

COMMUNICATION

ASSUMPTIONS

Create a set of Bepanthen Dry Skin 1-week-supply samples.5 complementary SKUs in a special set for the holistic dry skin care: Body Wash, Body Lotion, Face Cleanser, Face Creams Day & Night.

ASSORTMENT

Dry Skin Set activation

Always-on Activation Strategy

Trends & Strategy

4. Value for money

2. Trust is essential

3. E-commerce accelerates

1. Self-care is top of mind

Extra: Impact of COVID-19 on the Skincare category

Use RTB, Science behind the products/HCP recommendations, Social Proof, Clinical Studies, etc. to prove the product value.Be clear on the list of ingredients and product safety (e.g.: fragrance-free).

Communicate in the content the benefit of 'always having your Bepanthen at home '.Leverage E-retailers’ possibilities (e.g.: post-purchase remarketing, automatic repurchase options).Offer more when buying more products (e.g.: benefits for multipacks).

Quality assurance

Stocking

Self-care routines

Leverage Bepanthen Derma portfolio to create a regimen based on the ’self-care’ approach.Present Bepanthen Derma portfolio as the perfect partner for a ’home self-care’ routine related to skin.Create interactive seamless portfolio navigation capabilities.

Savvy shoppers almost never purchase a product without trying to find out if it’s good for them. Reading other customers' experience helps them decide.A good experience from 1 existing customer can bring 10 new customers.

Ask your customers to leave reviews after a purchase and offer rewards.

Why are R&Rs so important?

R&Rs programs

Engage interested shoppers in R&Rs programs.

Syndicate

Bring together all the reviews of your products that are spread around the web.

Just ask

They help build trust and loyalty and typically describe what sets your products apart from others.Reviews can also help you better understand your own products – they are a great source of insight.

How to increase Ratings & Reviews

Ratings & Reviews Strategy

Launching a loyalty program is a reasonable step when having in mind increasing customer retention and allegiance. Implementation of gamification elements such as levelling, different tiers, achievements and badges could also positively impact review generation.

Add a review and win

A simple contest where shoppers review their purchases and winners get prizes, for example, gift cards or discounts as smaller prizes.

As a part of loyalty program

One of the suggested methods is the post-purchase emailing in which Shoppers are asked for an honest review of a product.

Delivery pamphlet

Apart from encouraging customers via emails or other digital channels, it is worth considering some “old-school” methods, especially if they are correctly applied and esthetically pleasing.

SMS Mobile Messaging

Since a lot of customers are eager to use SMS's as information carriers about shipping, delivery or any other purchase status, they could also be used for encouraging shoppers to leave reviews and to rate products they’ve recently bought.

Post-purchase email

Different ways to increase R&Rs

Ratings & Reviews Strategy

Guidelines

Use all possible content placements and attractive communication to build a skincare regimen, recommend complementary or more advanced products.Use Brand zones for regimen building. Implement a Product Finder at E-retailers where possible.

Brand zones

Enhanced Content

Secondary Images

Cross-sell category examples

Leveraging regimen building in the content & activation

Cross-sell Strategy

How to do it

What to do

Create value packs/bundles (with price advantages for shoppers). Consider different types of bundles: a larger supply of a particular product vs complementary products within the brand and even across brands or categories. Create exclusive E-commerce products based on online purchase behaviour.

How to do it

Product bundles

Making the most of E-retailers’ cross-selling tools & solutions

What to do

Map and make the most of E-retailers’ tools for cross- and up-selling. Use remarketing for personalized cross-sell communication. Test, track & optimise.

Cross-sell Strategy

Optimize

How to measure our success in E-commerce

How to measure the success in converting dissatisfied shoppers of other brands to Bepanthen?

Recommended KPIs

Optimization Guidelines

Set of tools and actions to plan

One-year-after optimizaiton

Crucial actions checklist

Activation check

ROI of activations for the past 12 monthsExternal & internal traffic data analysis

Category check

Competitors’ R&Rs – are there any new topics? Are they performing differently from 2020? Are there any new trends in the category / at E-retailers? – to be checked in a manual audit

Sales check

Analyze sales data from your E-retailers/E-pharmaciesCompare competitors 2020 & 2021 market shares and see what share of the pie Bepanthen Oasis took from them Cross-sell analysis – explore shopping carts data

Content check

Check your content results (eyetracking, keywords) against competitorsUser Testing – test your content live on E-retailers to see how real shoppers react R&R Analysis – check the overall reception of the product and identify areas for content improvement

One-year-after optimization

What is the objective?

A/B Testing

Test different approaches, based on findings from other analyses (e.g.: Primary Image A vs Primary Image B) to compare results. The brand should work together with an E-retailer/E-pharmacy to understand their capabilities when it comes to A/B testing (images, titles, descriptions, etc).

What is the objective?

Heatmap tracking analysis

Try to implement heatmap tools at E-retailers/E-pharmacies to observe how shoppers navigate on PDPs or brand zones. It's important to install a Heatmap tools at E-retailers'/E-pharmacies' as soon as possible after the launch – so that data can be collected for a longer period.

What is the objective?

Brand Performance User Testing

Check shoppers' perception of Bepanthen Derma’s product and activation content, plus general E-commerce presence.User Testing interviews should take place a few weeks before the end of 1-year period, so that learnings can be implemented later in the optimization stage.

Optimization Guidelines

What is the objective?

Data modelling / Sales Analysis

Analyze which factors influence Bepanthen’s products sales in the category. Talk to E-retailers about getting detailed sales data per SKU before launch to collect it for the analysis for a year. Track brand activity throughout this time (activations, price changes, etc.)

What is the objective?

External & internal traffic data analysis

Collect, track and analyze traffic, conversion and sales data per every source used to drive traffic to E-commerce or boost purchase.Detailed data needed! Negotiate with E-retailers before launch. The data you can get: traffic, conversion, ROI per source (e.g. E-retailer’s banner) on PDP vs brand store or LP.

What is the objective?

Cross-Sell Analysis

Analyze which products are bought together (e.g.: body lotion and body wash) to learn consumption patterns. Ask your E-retailers/ E-pharmacies to provide basket and sales data of your products. These conversations should be initialized at launch.

What is the objective?

Ratings & Reviews / Questions and Answers Analysis

Analyze R&Rs and Q&As regularly to find out how consumers perceive your product.R&Rs and Q&As should be scraped (across E-retailers) and analyzed to identify consumer insights, drivers (positive reviews) and barriers (negative reviews/questions).

Optimization Guidelines

Ratings & Reviews Analysis
Dedicated survey with people who bought Bepanthen
User Testing one year after

Loyalty rate

Ratings & Reviews growth rate

Comparing R&R growth rate to competitors’ products with a similar number of reviews and similar time at an E-retailer

Consumer opinions

Ask shoppers if they switched to Bepanthen after being dissatisfied with other brands:

Share of search

Compare Bepanthen's and its main competitors' share of search inside E-retailers

How to measure success in converting dissatisfied shoppers of other brands to Bepanthen?

Market shares

Compare Bepanthen's and its main competitors' market shares

Switching from other brands - recommended KPIs

Repeated purchase tracking and maximizing Active participation in the brand’s loyalty programmes Subscription options with added benefits

How to kick off the process?

Nice to have

Run product sampling to generate R&R in launch phaseRun 'Healthy Dry Skin Week' campaign with top e-retailersSet up A/B tests and heatmap analysis Work on category management with top E-retailers

Good to have

Create activation e-content (banners, brand store, newsletters, LP)Create product finder LP with top e-retailersMonitor performance and measure KPIs during the launch period and afterwardsAnalyse reviews to gain more insignts (post-launch period)

Must-have

Adjust search strategy to your marketLocalize and implement product titles, descriptions, ATF & BTF content, application videoLocalize and implement e-content for Google Manufacturer CenterImplement successfull taxonomy on your top E-retailersImplement e-retailer specific cross-sell and upsell strategy

Localization | Prioritization Menu

For more information please contact:Danielle McGee | Global Brand Leader Bepanthendanielle.mcgee@bayer.comKrzysztof Malinowski | Group Account Manager k.malinowski@pathfinder23.com

Thank you!

Bepanthen Skin Care Launch

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