Drugstores give new step in virtual sale

After consolidating the operation of virtual sale, which in some cases already represents 30% of revenues, large networks of pharmacies begin to invest in the integration of channels and on customizing the online experience. Companies like Onofre and pay less study also start partnering with marketplaces.
The retailers work for years in e-commerce, which represents a considerable slice of sales, according to the President of the E-bit, a company specialized in the sector, Pedro Guasti. Now, the next step will be companies integrate the physical and online channels and invest in Customizing the browsing experience – while other branches, such as consumer electronics, you have already taken. "The omnicanalidade is still not a reality in pharmacies. Other sectors, such as home appliances, are much more advanced at this point, "he says.
The Onofre, one of the largest networks in the country, is making a move precisely in this direction. The company must end this month the implementation of a new e-commerce platform, Oracle, which will allow, among other improvements, a more complete integration between physical and virtual channels. "After the platform goes live, we provide the possibility to buy in e-commerce and remove in the store," says the Director of marketing and e-commerce of Onofre, Eduardo Magione.
In recent months, the Pharmacy has already initiated a first project omnichannel. With the solution, if consumers go to a physical store and can't find a product, the company delivers at the store on the same day, in a few hours. According to Magione, the membership was so great that the program already represents the revenues of a whole store of Onofre.
With the implementation of the new platform, the drugstore will improve also the browsing experience of the consumer with the customization of the product mix, according to the profile of each user. "We have a tool of artificial intelligence and machine learning behind, recommending categories and customize the experience of each consumer. As he comes into categories the solution will tracing a profile and go for a differentiated experience for each customer, "he says.
Third largest pharmacy network of Brazil, pay less will also start this year to offer the possibility to buy in e-commerce and remove in the physical store. As well as the competitor, the retailer must end earlier this year e-commerce migration to a new platform, the VTEX, which will allow greater integration of channels and sales customization. "The possibility of making the purchase on e-commerce and remove the physical point is going to happen this year. It is a trend and we believe that will have a great appeal to the consumer, "says CFO of Payless, Luiz Novaes.
In the customization, the Executive explained that the company wants to replicate in electronic commerce what is already done in physical stores. According to him, when the consumer presents the CPF in a purchase in stores he receives second custom offerings your purchasing profile. The idea is still at the beginning of this year, the e-commerce start to offer a similar experience.
About the partnership with marketplaces (malls), the two networks claim they still don't act that way, but who are studying start to operate in some of the platforms. The Onofre, for example, has already started talks with the Free Market, with the Magazine Luiza and with a new marketplace called Rapiddo. "We're evaluating, but haven't had any decision. Our vision is that the marketplace is an interesting model, but it has to be strategic for the company, "punctuates Magione. I already pay less claims should start to study the possibility this year, but not yet started negotiating with the platforms.
Although both are charting similar paths, virtual sales have distinct weights in each of the companies. While in Onofre, the e-commerce already represents more than 30% of the total billing, pay less for sales on virtual channel hasn't exceeded the 1% of the total sales volume.