Monarch Pharmacy
When Monarch Pharmacy approached Mischievous
Marketing, they were already a highly innovative offline company
who had invested in two state-of-the-art retail premises in
Coventry. They wanted to work with a business who understood
how to translate their business onto the Web, so Mischievous
Marketing was called in to help them reach a point where they
had thought everything through and had a full specification
in order to choose the most appropriate web developer.
What Mischievous
Marketing did
Mischievous Marketing undertook
a 5-day consultancy project with Monarch Pharmacy initially
to achieve the following:
- The development of
an online business model. Mischievous Marketing worked out
how Monarch could operate successfully online. Mischievous
Marketing undertook to understand the existing business and
the way in which the industry is changing, to ensure that
an online business model could be developed to service their
customers and grow the business in a highly competitive marketplace.
Mischievous Marketing also looked at competitors’ sites
and businesses for ideas.
- Part of the development
of the online business model would involve identifying the
different user groups who would interact with the site, for
example customers in the Coventry area for deliveries via
the Monarch Smart cars, and customers throughout the UK for
specialist products which could be sent via courier.
- From the online business
model Mischievous Marketing developed a web strategy for Monarch
Pharmacy and set realistic targets. This means we identified
the interactions on the website, and how many of each you
would expect. For example, in order to generate 100 monthly
sales through the website, based on a conversion rate of 5%
you would need 2000 visitors per month. This allowed us to
set goals for the Monarch Pharmacy website and also gave them
an idea of what the return on investment would be.
- Mischievous Marketing
then prepared a specification for the development of a website
to achieve the above goals. This could be distributed to a
number of web development companies who could put together
proposals, which would allow Monarch Pharmacy to compare the
various companies directly against each other.
- Mischievous Marketing
also created a structure for the website, mapping out the
route the user would take through the website and making sure
every stage led to a progression in the sales process. This
allows web developers to ensure the site will work towards
your business goals.
Outcomes
We produced documents for
Monarch Pharmacy which included:
- Market research
- Competitor research
- A web strategy document detailing the online business model
- A website tender document for web development companies to pitch for work, including:
- Website structure specification
- Website functionality specification
- Site design ideas.
To
next case study →
If you think Mischievous Marketing
could help you by working with you to create a strong web
strategy from the start e-mail Hannah
at hannah@mischievousmarketing.co.uk or fill in our enquiry form.
|
|
