South Africa Edition 2

The brand is committed to offering women
discounted and outstanding value on relevant
ranges, with an emphasis on health and beauty.
The Clicks vision is to create an unprecedented
experience in pharmacy, one that combines the
best of Clicks with the best of pharmacy, through
a one-on-one relationship between pharmacist
and customer.
cosmetics section, to the facial, skincare and hair
care displays, instore designs slow the pace of the
shopper and encourage indulgence shopping and
browsing.
RECENT DEVELOPMENTS
The most exciting new development at Clicks is
the Clicks ClubCard Credit Card, the introduction
of which has seen thousands of loyal customers
taking advantage of earning ClubCard points
everywhere they shop.
In 2006 alone, Clicks opened another
45 dispensaries and now has 115 in-store
dispensaries and clinics.
PROMOTION
Clicks promotions are spread across a combination
of above-the-line media, including all relevant daily
newspapers, all South African TV channels, select
home and beauty magazines - all supplemented
by targeted knock-and-drop brochures in certain
areas.
Inserts are used predominantly in abovethe-line
media, but the very effective and wellreceived
Clicks ClubCard personal mailers are
also used to carry strategic promotional inserts.
Television adverts are retail-driven and focus on
special offers, such as double-points days and
extended shopping hours.
The primary promotional vehicle remains
Clicks ClubCard, which allows sophisticated and
personalised marketing and promotional offers
to be targeted via direct mail, e-mails and mobile
phone text messages.
Having always been a promotion-driven
retailer, Clicks has over 50 promotions every year.
These comprise a combination of very successful
month-end promotions and a full yearly calendar
of beauty, health and home promotions. Each
promotion is targeted towards a specific market
sector, and each promo is held over a two-week
period to give Clicks customers ample time to
take advantage.
Clicks has a packed health calendar geared
around seasonal ailments such as colds and
flu in winter. Gift ranges are available all year
round, supplemented by special products for
particular events like Mothers Day, Christmas
and Valentine’s Day.
Clicks ClubCard’s ‘Saving is the Point’ and
the general ‘You Pay Less at Clicks’ payoff lines
are well-known around South Africa. In fact, the
company’s branding is so strong that if you were
to say to most people in the Clicks target market,
‘You pay less at . . . ,’ they would readily answer,
‘Clicks’.
Further promotional activity includes six
personalised mailings to 5.4 million customers
every year. A total of 3.6 million copies of
ClubCard magazines are printed per annum,
and the ClubCard magazine is a leader in the bimonthly
readership category (AMPS) and a key
sales driver.
Double Points Days are strategically aligned
with key promotional events to drive feet instore,
and ClubCard members now earn additional
benefits at Clicks Pharmacy, called PlusPoints.
Clicks also e-mails electronic newsletters
to inform customers about promotions and
highlight activities instore. Text messages remind
ClubCard members about double points days via
their mobile phones. The ClubCard member
database is also used for sending out coupons,
magazines, letters and targeted special offers.
Clicks instore radio, with its studio at New
Clicks in Cape Town, has Clicks radio DJs
playing popular music and discussing relevant
promotions in Clicks stores nationwide.
BRAND VALUES
The Clicks Pharmacy Promise is about:
• Professional pharmacy care at all times
• Actively maximising customers’ Medical Aid
benefits
• Always offering generic substitution to reduce
medicine costs
• Providing the lowest possible prices on selfmedication
products
• Bringing additional savings with PlusPoints
at Clicks pharmacies
THINGS YOU DIDN’T KNOW ABOUT
CLICKS
Jack Goldin started Clicks in 1968. The
company name was conceived at the
family dining room table. Goldin wanted
something that would ‘click’! His baby
daughter was crazy about unicorns at the
time, so the mystical unicorn logo was
chosen as the company’s symbol
Clicks is also the first corporate pharmacy
chain to have a mass national footprint
Jack Goldin was also the founder of
Pick ‘n Pay in 1963. He sold the chain
to Raymond Ackerman, moving on to his
second chain of stores - Clicks - which
even then sold the biggest range of health,
beauty, gifts, toiletries, toys and small
electrical goods in South Africa
When Jack Goldin founded the Clicks
organisation in 1968, he wanted to
emulate the newly-formed drugstore
chains in the US, but legislation in South
Africa then prevented non-pharmacists
from owning pharmacies. In April 2003,
new legislation finally allowed Clicks to
introduce dispensaries in Clicks stores
Clicks is the sole South African distributor
of Max Factor cosmetics, the product
used by make-up artists
Over 65 million transactions ring through
Clicks tills in a year
Every month, nearly five million
customers shop at Clicks
With almost three million members,
Clicks has the largest loyalty programme
membership in South Africa