ROMANIA: Farmec sells 20% more in online | Progresiv
Farmec, the most important Romanian cosmetics producer, reported for the first half of this year sales 20% higher for the online store. The counties where most online orders come from are Bucharest, Cluj, Timis, Iasi, Constanta, Brasov, the representatives of the company said for Progresiv. 
The evolution is due to the new digital marketing strategy, which includes several changes, both commercial and in term of functionality, to make it easier for visitors to access information about the brands from the company’s portfolio.
"The online area is a very important component for Farmec, and the development of this channel is one of the main directions of this year's marketing and sales strategy. We have improved the digital platform and have introduced many new features and benefits, thus marking a new stage in the online interaction between consumers and our brands. In addition to offering new benefits in the members section and implementing the many promotional offers available exclusively online, we have also developed the Expert Advice category. The field posted a 37.5% increase in the number of questions from site visitors", said Cristina Berdea, Farmec Online Sales Manager.
This year's average shopping basket value is 150 lei and the most popular products are from Gerovital H3 Evolution, Aslavital and Gerovital H3 Derma+ Premium Care ranges, the first line in the premium segment of the company's portfolio. The new commercial changes applied in the online store refer to lowering the free shipping threshold from 125 to 89 lei, or receiving a gift when placing the first online order.
Romanian cosmetics producer Farmec achieved total sales of over 105.5 million lei in the first six months of this year, 9% higher than those in the same period of 2016. This year's turnover was supported by the significant expansion of Farmec and Gerovital store chain, which currently has 19 brand stores opened in both major shopping centers and key city areas. Farmec ended the 2016 with a turnover of 196.8 million lei (43.8 million euros), up by 14% compared to the results reported in 2015.
