Case Study · Health & Hygiene
Dental care and hygiene under one clear brand
ELIKO sells a range from Switzerland that runs from interdental brushes and reusable masks and gloves to disinfectant and microfibre cloths. Two worlds meet here: dental care as a constant need, and hygiene products from a period when the market changed very fast. We clarified what the brand stands for and aligned every investment with it.
I'll show you where your shop loses buyers.
Two ranges, one brand
People reorder interdental brushes regularly, so demand is predictable. With masks and disinfectant, demand swings more, and visitors' interest with it. Someone buying a mask is looking for something different from someone reordering interdental brushes. Both buyers are welcome, and both want to find their way around the shop at once. This mix is a good starting point once the roles are clearly assigned.
A shop that carries both wins when it says clearly what it stands for: dental care specialist or hygiene retailer. Then there is the Swiss market with its language regions. Every extra language opens up a new customer group there. And every new product line needs budget, so it pays to check demand beforehand.
Positioning first, then campaigns and languages
It starts with positioning. Which of the two ranges is the core of the brand? We wrote out the answer together and derived from it the place dental care and hygiene products get in the shop. On that basis we helped steer the ad campaigns, so ads and shop paint the same picture.
Before budget goes into a product line, we check it. For that we set up a test mailing to the existing customer base to show whether the line attracts interest. It is a cheap, fast way to test an assumption, because the recipients already know the brand. For the Swiss market, multilingual support for the shop became a topic of its own, with everything that hangs on it in copy and campaigns.
Check first, then invest
In our view, shops with an existing customer base have an underrated testing tool right at hand: their own mailing list. A test mailing quickly shows whether a new product line sparks interest, before ad budget goes behind it. If you carry a range from two worlds, decide early what the shop stands for. That makes it easier to choose which line to expand and which can wait. The positioning then brings order to campaigns and languages too, and every franc works in the same direction.
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.