How does London Drugs out-sell all other Drug Stores in North America?
Drugs ranks at top in Drug Stores Sales
London Drugs is a
large Vancouver-based Drug Chain with 80 stores. At the Annual Association Convention for Drug Stores, London
Drugs ranks highest in sales-per-square-foot, by quite a large
margin over the best US-based Drug & Non-Food Stores. In fact, the
best US Drug companies, similar to Longs Drugs, barely manage $200 per square
foot, while London Drugs achieves $400 per square foot. This is public
information, revealed at the Annual Drug & Non-Foods Convention.
It is quite an honor
for London Drugs to
the big US Drug Store Chains
London Drugs wins regularly, and while the big US competitors have
studied London Drugs extensively, they have not been able to
match even half of what London Drugs sells. It's not a freak occurrence,
London Drugs simply dominates the sales charts.
So How did London Drugs
Drugs owed us a favor. We were told this
specific technique by a former Executive at London
Drugs. He explained it to us very simply and concisely. And he even gave us
permission to re-tell the story. He said "This idea is working
gang-busters right now, but like all ideas we'll probably have a better
idea that we're using in 6 months." But London Drugs never did find a
better idea, and uses it today in every store. Our Company then took this idea and built
it into a $100 Million Dollar Marketing Success.
What exactly is
the London Drugs Secret Success Formula?
It is not one change, it is the
combination of six specific changes that is the magic. Each of the six
changes is "against the grain", or uncommon in retailing. Each of the six
changes could be examined individually and found to be lacking. Where the
"secret" comes in is when all six are used together. This is why it has
remained undiscovered by others for so long. In fact, one Coquitlam
retailer tried implementing five-of-the-six changes because he didn't like
the sixth change. The 5 changes had failed to increase his sales, and he
called us in to complain - when we found out that he'd deliberately
ignored the sixth change, it was easy to fix. Within 30 days of
implementing the seemingly unimportant 6th change, his sales had rocketed
up more than 30%.
Success Formula, first used by London Drugs, was modified for use in other
Consumer Electronics at Canada's Largest Consumer Electronics seller,
we modified the idea for Nissan Automobile for their Nissan Dealers. In a
cross-Canada campaign for all Nissan Dealers, they achieved record sales.
One Nissan dealer in Saskatchewan objected to the offering of Nissan's
Z-car in his mailer. Apparently, he had never sold a Z-car, didn't have a
demo Z-car in his showroom, and never expected to ever sell a Z-car in
Saskatchewan. We had to keep the Z-car in his mailers, and he was amazed
when he sold two Z-cars
that weekend, using only the brochure for the Z-car. Needless to say, he was impressed
by the power of our Direct Marketing.
Canada's Largest Chain of Paint Stores got the same mammoth sales
results - our benchmark goal soon became the 30% growth we'd attained
elsewhere. For one Grand Opening of a Paint Store in Surrey, we got 14% of
the population of Surrey to attend that weekend. That's an amazing result
- 14%!!! Located next to London Drugs and across from the Surrey Centre
Mall, the RCMP told the Paint Store manager he'd have to close the store because
of the crazy traffic jams that were caused once the London Drugs and
Surrey Centre Mall parking lots became filled with Paint Store customers.
This type of store-opening performance is what every retailer and store
manager dreams of. Not the RCMP part of course, but the wildly successful
Jewelers achieves their first Million Dollar Saturday
Then for Birks Jewelers we achieved their
first-ever Million Dollar Saturday. They were so busy with sales that
their brand new NCR Cash Registers couldn't keep up - 3 of 5 had "jammed"
because they were so full of cash. Our Direct Marketing
Program broke every record that Birks tracks. Best single day sales, best
weekend sales, best BC sales, best single store saturday sales - these
records stand even today. You'd expect that we'd have lowered some prices
- in fact we maintained their profit margin and did not lower prices on any
items. That's the power of this technique.
Performance Boost of 25%
at Canadian Airlines
we started to keep this idea secret and share it only with our best customers. By this time, the Secret Success Formula no longer
resembled the original London Drugs formula, but we still call this
program the London Drugs Secret Success Formula in homage to the brilliant marketer who
invented or discovered this Formula for the first time. To clarify -
London Drugs does not authorize or approve this "Secret Success
Formula" - it's where the idea came from. Note the London Drugs Logo
- and the trademarked words beneath - "Nobody does it better".
BC Tel, now known as
Telus, revealed a 22 to 26% response rate from our Direct Marketing
order to enter the Annual Marketing
Awards in New York, the BC Tel received permission from their California
owners to reveal the results of Postal Direct Mail campaigns. While the
ordinary response rate for Direct Mail is around 2%, BC Tel revealed that
they had received results over 20%, one campaign brought in 26%.
Esso experiences 46%
Sales gain in three separate tests
was launched for Esso Service Stations, they achieved 46%, then 45%
then 46% Sales Growth with three successive campaigns. They had ordinarily
received 1% to 7% Sales Increases from conventional advertising, so 46% was off-the-charts
wonderful. At first, the Esso Head Office thought this was a mistake. Then
we tested with all 125 BC Esso Stations participating. The
amazing results were extensively documented by the analysis folks at Esso,
and in Surveys, Esso Dealers said "You guys at Head Office finally
found something that really works."
30% Sales Increase
Most Clients who
tried the Secret Success Formula achieved our benchmark of a 30% sales
We were getting good at
this ... in fact, every
client succeeded with this technique. Some did not quite achieve the full
30% growth, but most did grow 30%, or more.
works even better...
Sears Automotive, admitted they
got 1200 sales of a "test" automotive product - a Car
Ramp, when their usual sales response was selling just 57 Car Ramps. That's twenty (20) times
better using our methods! Sears sold out, then offered "Rain
Checks", then ran out of the Rain Check forms.
|Why would a client who'd gotten
good results then
that they had any results at all? It baffled us when this first
We'd had an Office Products Client, who'd had record sales with
every campaign from us. We'd been sending new prospective clients to him for a
referral. When none of the prospective clients called us back, we
checked to find out why. We discovered that the successful office products company was
denying they had good results. When confronted, he said "It's
working very well for us. Why
should I encourage competition?"
We call this the Golden Goose
Denial because we liken it
to when you discover a Golden Goose that lays Golden Eggs for you.
(It makes you big money). At first, you want to tell all your
neighbors about your wealth-making. Then you go quiet, and keep it a
secret. We've all learned from the old Fairy Tale - Don't Kill
the Golden Goose.
We realized we
better keep this idea Secret too
Consumer Product by Consumer Product we tested, modified
and launched, with amazing successes. And, except for a few chosen
Clients, we kept it secret. Why spoil a good thing? BCIT was actively
promoting its Marketing Programs at this time, and we made sure that none
of these successes were taught or publicized by BCIT or others. Still true
today. (BCIT does a fine program, and outputs excellent graduates -
they're just not taught these tricks of Marketing.)
Success with Industrial
However, we'd never been able to get those same sales results
for business-to-business Industrial
For other B-to-B Clients, we'd previously increased their sales by 10-15-20%,
quite achieved the usual 30% benchmark goal we'd achieved for Retail. But
we kept trying, changing and experimenting...
Our Benchmark Goal of
30% was achieved in Industrial Tools - why this is important to you
For KMS Tools, we developed
a strategy similar to the Secret Success Formula, which they incorporated
into their marketing. Due to Client Confidentiality, I cannot reveal their
results, but I can tell you they did accomplish our benchmark goal of a 30%
Sales Increase within a 4-month period. Our exclusive arrangement with KMS
Tools has now ended, and we are free to do campaigns for other Tool &
We're especially delighted by this, because this crosses
over from the original Consumer Retail to now include Industrial Sales.
This technique has now worked equally well for Business-to-Business
selling as well. Moreover, since Industrial Sales are often much higher gross
sales than consumer sales, the profits are enormous.
You might be asking
"If this Secret is such a big deal, then why haven't I heard of it
answer to that is baffling to us too. We've spoken to London Drugs store
managers and employees and they're not aware that they're executing
"The Plan". However they do admit that they are performing the
task as requested by Head Office. Once you learn the London Drugs Secret
Success Formula, you'll love your shopping at London Drugs even more.
You'll find the Secret to be obvious once you know it.
Would you like to
know more about the Secret Success Formula for increasing your sales by
30% in the next 30 to 45 days? We're offering a FREE Seminar to show you
the full details on this exact Secret, plus some other ideas we've
below, and we'll send you the Seminar Date, Location and Time. Seminars are 90 minutes.
We encourage you to bring along a friend or workmate, if you wish.
Seminar Registration Form: UNDER CONSTRUCTION, please email to doug.white@eastlink
phone Doug White at 778-435-2120 to register.