Bayer perfects its customer journey with Productsup

Leveraging Productsup’s P2C platform, Bayer offers complete and correct product information on all online channels

Productsup, the leading Product-to-Consumer (P2C) software company, has announced a successful collaboration with Bayer Consumer Health (Bayer) to optimize Bayer's online product content for the division that develops self-care products. Productsup ensures that Bayer customers come across all the information they need to make a confident purchase during the orientation and purchasing process.

"We are more than satisfied with our cooperation with Productsup. During the past two years, we have achieved great results,” said Harry Miltenburg, E-commerce lead at Bayer Consumer Health. “Our online product presentation has visibly improved on multiple channels. We look forward to the coming years with Productsup!"

To expand its business beyond small supermarkets, Bayer selected Productsup to gain full control over its product content. The Productsup Retail PX offering provides Bayer with automated product content syndication to all food retailers, pure players, and drugstores in the Netherlands and Belgian markets. Maintaining the highest level of data excellence, Productsup’s AI data capture functionality sources all relevant product information from Bayer’s labels and ensures that it meets all legal requirements according to GS1 standards within 48 hours.

Additionally, Productsup works with Bayer to personalize its product content through target group segmentation. For instance, Productsup allows Bayer to show only relevant product content to online shoppers by linking different segment profiles to retail websites via social channels like Snapchat and Instagram. This level of personalization makes it easier for consumers to identify with both the brand and product, and it has a positive effect on customer retention and conversion.

Since the start of the partnership, Bayer has been able to optimize as many as 885 products across more than 10 different channels. "Bayer is one of the largest players in the pharmaceutical industry,” said Willem Swinkels, Account Manager at Productsup. “Bayer's products are relevant for young and old audiences, which makes correct and complete information a real necessity. We are pleased to be able to offer Bayer the necessary tools to achieve this."

*This partnership started between Bayer and World of Content, which was acquired by Productsup in June 2022.

About Bayer

Bayer's self-care products play a role in the lives of millions of people every day by providing effective treatment for everyday ailments. This is important for consumers' quality of life, and also helps to significantly reduce healthcare costs.

Bayer supplies the world's best known and trusted self-care medicines and other self-care products in the areas of: allergy, pain relief, cough and cold, skin and foot care, products for gastrointestinal complaints, products against fungal infections and dietary supplements.