Enhancing retailer partnerships

GlaxoSmithKline partners with Costco to share real weight-loss stories with consumers to grow alli® sales and strengthen relationships with customers

The challenge

Building a stronger wholesale retailer partnership to increase weight loss over-the-counter product sales and long-term compliance, and spur greater retailer loyalty and revenue opportunities. 

Our approach

We brought alli® users and Costco members together in an online community to detail their real life weight loss stories that would then be shared with Costco shoppers to help boost alli® sales and strengthen consumers’ trust in and relationship with both Costco and alli®.   

The result

Costco sales of alli® exceeded those at other retailers; 35% of all alli® purchases at Costco came from first-time buyers.