Happy birthday!
Amavita

Amavita is a network of pharmacies with around 200 branches throughout Switzerland and an online shop. The company is part of the Galenica Group in Bern. Around half of all purchases are made by customers participating in the Amavita loyalty programme. For example, they receive special e-mail offers for beauty products and nutritional supplements, seasonal promotions such as discounts on sun cream in summer and information on flu and COVID-19 vaccinations in winter.

Personal and effective

“We also want to reach our loyal customers via a physical channel,” says Alessandra Furter, Lead Customer Value Management at Galenicare Management AG. That’s why Amavita sends them a postcard with a personal salutation for their birthdays, congratulating them and thanking them for their loyalty. “The postcard is deliberately not written in advertising terms and should be a benefit,” says Alessandra Furter.

However, a 10 percent discount voucher is still part of the birthday mailing. This has been redeemed by around 30 percent of recipients over recent years. Furter: “This figure is about six times higher than when sending e-mails.”

Automatic and predefined

Amavita automatically exports the birthday data, names and addresses from its CRM system once a week to Optilyz, a provider specializing in programmatic printing. Amavita saves the current content elements for the birthday mailing in its tool. These include the congratulatory text, placeholders for salutation and name, the 10 percent voucher, the image of a birthday cake and the Amavita branding elements. Optilyz takes care of the individual printing and mailing.

Amavita is aware that the possibilities of programmatic printing with the birthday mailing are far from exhausted. Alessandra Furter explains that people have already given some thought to sending an anniversary mailing to customers who have taken part in the loyalty programme for a year. “In contrast, the birthday mailing remains a unique measure.”