High Street TV gets it spot on with Alliance Healthcare deal
MULTI-channel retailer High Street TV (HSTV) has secured an exclusive deal with Alliance Healthcare to sell America’s bestselling anti-blemish skin care range into 16,000 pharmacies across the UK.
The long-term deal clears the way for Harrogate-based HSTV to be the exclusive supplier of ‘As Seen On TV’ products to Alliance Healthcare and represents the first time the UK’s largest pharmacy distribution group, which represents chains, independents, and dispensing doctors, will use multi-channel retailing to support product sales.
The initial stage will see HSTV promote the Proactiv 3-Step System across its multi-media channels, driving the customer to their local pharmacy. Proactiv has achieved cult status with more than 15 million customers worldwide and sales in over 60 countries.
The move comes as an increased importance is placed upon pharmacies across the UK, and as they look for innovative ways to drive footfall into regional outlets. According to the NHS Business Services Authority, the number of community pharmacies rose by 2.6% in 2012 compared to 2011.
HSTV executive chairman Andrew Malcher said: “We are really excited to have reached an agreement with Alliance Healthcare to distribute Proactiv Solution to its network of pharmacies. It was important we found a partner with trusted links to the local community.
“Our TV-led multi-channel approach benefits consumers as they can make more informed decisions about products, and then purchase them where, when and how they want; from TV, online or in-store. Retailers also benefit from a lower cost of acquisition, as many consumers have already made a decision to purchase before they walk into a retail outlet, based on the knowledge they have already received.”
The deal was reached after HSTV approached Alliance Healthcare with the proposal which will see the multi-channel retailer lead on strategy and implementation including developing the product proposition and in-store execution.
In addition to Proactiv, HSTV will be introducing a number of other best-selling products available to community pharmacies; these product ranges will be primarily in health, beauty and nutrition with plans to roll out a dedicated ‘As Seen On High Street TV’ category in stores.
HSTV says the move highlights the growing number of leading suppliers, winning brands and respected retailers who are tuning in to the impact that High Street TV is having as part of their multi-channel strategy and providing products to consumers where, when and how they want.
