Medi-Market
In a few years, Medi-Market has established itself as a key player in health and well-being by democratizing access to parapharmaceutical products through a wide offer, accessible prices and quality advice. To support its growth, the brand wanted to take a new step by strengthening its expertise and enriching the customer experience while asserting its position with a brand able to accompany the evolution of consumer expectations.
Challenge
The development of Medi-Market was based on three founding pillars: self-service, accessible prices and expertise. While the first two were widely recognised by consumers, the challenge was to make expertise a real factor of differentiation, without questioning the fundamentals of the brand. It was necessary to strengthen the perception of advice, to enhance the value of teams and to make this expertise visible throughout the customer journey, both in store and on communication media.
Solution
The project was structured around a global evolution of brand experience. The customer journey, merchandising, communication and tone of voice were rethought to put the board back at the heart of the experience. This new approach makes it possible to guide clients more naturally, to better value the role of advisors, to make the offering clearer and to create a coherent health path where price, self-service and expertise complement each other naturally.
Valuable advice
Expertise is expressed throughout the brand universe. The tone of voice adopts a position of advice, both pragmatic, accessible and reassuring. This approach is available in in-store communication, commercial activations or the Medi Daily brand, while helping to strengthen the brand's credibility.
A clearer offer
The in-store journey was reworked to simplify the experience. The organisation of categories, the shelving of the offer and the creation of specific furniture facilitate the understanding of health worlds. The teams can thus play their full role as advisors, while the environment itself becomes a vector of expertise.
Medi, the educational mascot, supports and sensitizes young people to health in a fun way and helps make Medi-Market a brand close to the whole family.
An experience thought for all
An omnichannel health path
The experience was built in a global way, from digital to point of sale. Each interaction participates in a smooth and coherent path, where services, content and spaces respond. This reflection also extends to Medi-Market pharmacies, redesigned to offer perfect continuity with the world of the brand.
