Guidelines for a successful product launch

Catherine Pouletty-longuet, Merchandising Strategy & Retail Development Manager at Bioderma, gave us a practical insight into the challenges of Bioderma's international pharmacy campaigns, during a webinar co-organized by Altavia Aura and Retail VR.

Naos- Bioderma, an international group : 

With more than 45 subsidiaries around the world, Bioderma faces several major challenges: ensuring global consistency of its brand image, while adapting to local specificities, whether in independent pharmacies or major chains. The aim is also toharmonize the execution of guidelines to maximize impact at the point of sale.

Why are guidelines essential to the success of pharmaceutical product launches?

A successful product launch depends on rigorous execution at the point of sale. To this end, merchandising guidelines play a key role in providing local teams with a structured framework. They ensure that the brand is promoted in a consistent way, while offering recommendations adapted to the specificities of different distribution channels.

One of the main challenges is to optimize the shopper journey. Bioderma has structured its approach around three strategic stages:

- Attract attention as soon as you enter the store, with eye-catching window displays and striking visual elements.
- Engage shoppers on the shelves, with immersive media such as glorifiers and gondola headers.
- Convert shoppers at the end of the buying process, with appropriate POP, counter displays and promotional devices that encourage them to hold the product in their hands.

This approach creates a fluid, engaging customer experience, maximizing the impact of merchandising on purchasing behavior.

A striking example is the launch of a new anti-acne skin care product, where Bioderma put forward a strong claim ("2x fewer pimples") accompanied byeducational tools integrated into the displays to reinforce on-shelf commitment.

Technical data sheets for flawless execution

One of the main challenges of international merchandising is to ensure that guidelines are properly applied in the field. To this end, Bioderma provides its subsidiaries with detailed technical data sheets, guaranteeing faithful reproduction of visuals and product layouts.

Convincing and engaging marketing managers with an enhanced shopper experience

The adoption of the guidelines by subsidiaries requires the support of local marketing departments. To facilitate this, Retail VR offers an immersive approach via a 3D point-of-sale simulation.

Thanks to this technology, teams can test different merchandising scenarios before deploying an in-store campaign. This concrete visualization promotes understanding of the guidelines and accelerates their adoption.

Before the integration of 3D, 2D tools didn't allow Bioderma teams to fully visualize the impact of merchandising choices. Now, the ability to compare several scenarios gives teams the capacity to make more informed decisions and toand adapt recommendations to the specific needs market needs.

‍

Why is 3D a major asset for guideline implementation?

The integration of immersive 3D has revolutionized the way Bioderma designs and implements its guidelines. By replacing 2D tools with a virtual reality approach, the brand benefits from several strategic advantages:

• Realistic visualization of shelf space and final in-store rendering.
• The ability to test and adjust different formats and configurations before launch.
• Faster adoption of guidelines thanks to a more intuitive and engaging approach.

Local adaptations essential

While the guidelines define a global framework, each subsidiary must be able to adjust them to local realities. Indeed, point-of-sale configurations vary from country to country, in terms of shelf size, product assortment, and cultural or regulatory constraints.

The guidelines thus serve as a working basis, which local teams adapt according to their needs. Retail VR software facilitates these adjustments, enabling subsidiaries to modify their planograms while respecting brand standards.

What are the benefits of adopting the augmented shopper journey?

Since integrating 3D simulation, Bioderma has seen a significant improvement in the implementation of its guidelines:

• Greater consistency in international guidelines.
• Faster adoption of tools by local teams.
• Optimized product layout, thanks to upstream testing.
• Greater immersion and commitment from retailers and sales forces.

The synergy between Altavia Aura and Retail VR: a key lever

Solutions integration Altavia Aura and Retail VR solutions enables Bioderma tooffer a global, immersive approach to its merchandising campaigns.

On the one hand, Altavia Aura brings its expertise in communication and merchandising strategy. On the other, Retail VR simulates, tests and optimizes point-of-sale displays using 3D.

This complementarity enables Bioderma to deploy a coherent strategy, from strategic concept to execution in the field.

An even more immersive future for product launches?

Bioderma has no intention of stopping there. In 2025, the brand plans tointensify the use of 3D and augmented reality within its subsidiaries.