Omnichannel Strategies for Customer Engagement: The Case of Galieve in Sweden

Abstract

In the evolving landscape of the pharmacy sector, where consumers expect seamless access to health solutions, brands face increasing pressure to optimize omnichannel strategies for low-involvement products. This thesis explores how and why specific elements within omnichannel strategies facilitate customer engagement for over-the-counter (OTC) digestive health products, focusing on Galieve in the Swedish market. Galieve, a heartburn relief product produced by Reckitt, presents a compelling case due to its functional nature and low emotional involvement. A sequential mixed-methods approach was used: a quantitative survey measured behavioral trends across digital and physical touchpoints, while in-depth interviews with consumers and healthcare professionals (HCPs) unpacked psychological and contextual drivers of engagement. Findings show that convenience, information simplicity, and pharmacist-driven trust are pivotal in building engagement, despite the low-involvement nature of the product. Frictionless transitions across channels and consistent brand presence are essential to stimulate repeated interactions, while contextual factors, such as symptom-driven urgency, can trigger temporary spikes in attention. This study contributes to a deeper understanding of omnichannel strategy execution in functionally driven markets and provides practical insights for brand managers to enhance engagement mechanisms even in habit-based consumer settings.