Blackmores recently picked up Canstar Blue’s Most Satisfied Customers Award for Multivitamins, so we caught up with a representative of the company to find out how it keeps its health-conscious customers so happy.
Q) Our survey respondents rated Blackmores highly for its range of products. Are there, though, some enduring favourites among your customers?
We are so proud of our range of more than 250 vitamins, multivitamins, minerals, herbal and nutritional supplements which are developed by our in-house experts, using a combination of scientific evidence, hundreds of years of traditional knowledge, and high quality ingredients, sourced from around the world (to meet our strict ingredient policy). There are definitely some crowd favourites though – Blackmores Omega Daily Concentrated Fish Oil is our number 1 selling product. It’s up there with Blackmores Executive B Stress Formula and many of the products from our Healthy Ageing range such as Glucosamine 1500 for joint health.
Q) Blackmores also rated well for taste, packaging and even the size of vitamins. This suggests you know your customers very well – what types of customer research do you undertake?
As leaders in natural health, it is vital we know our consumers. We put a lot of time and energy into customer research to find what people want, when, why and how. Blackmores runs a broad range of consumer research exercises, both qualitative and quantitative including panels, focus groups, polls and surveys. There is definitely more than meets the eye when it comes to formulating a vitamin and we regularly test on taste, ingredients, size, colour – even format! (such as tablet, gummie, chew, powder or liquid).
We also maintain contact with our consumers through social media, our free Naturopathic Advisory Service and our interactive and knowledge-based website – which are all two-way streets we use to connect and communicate.
Q) What does your experience tell you about why Australians turn to your multivitamins?
Receiving the Most Satisfied Customers award from Canstar Blue this year is a fantastic reflection of the positive attitudes and feelings our customers have for our brand and provides great evidence for why Australians come to us. Experience is the right word here – and we have 80 years’ worth of knowledge, research and experience with the human body and knowing what each individual needs to be the best person they can be. Vitamin shopping can be confusing but when there is a brand for people to turn to, that they know and trust, it makes the decision a no-brainer.
Consumers are savvy and will only use products and services that they know are the best. We’re the leading vitamin and supplement company and Australian’s love our multivitamins because our products only use high quality ingredients and are based on clinical and scientific evidence. We also know there is an increasing importance on the quest for “wellbeing” across the country, and natural health care plays a big part.
Q) We found that about 1 in 3 parents who take multivitamins also give them to their children. Do you produce multivitamins specifically for children?
Blackmores has a wide variety in the children’s health range, including Blackmores Kids Multi, which contains the essential nutrients to help support growing kids’ health & development.
We have also recently launched a new product in the range; Blackmores Kids Vitamin C + Zinc Gummies – a great option for parents who want to support their kids’ immune health in a great tasting, once-a-day gummy format, no artificial colours, flavours or sweeteners (unlike alternative gummies on the market, many which have over 50% sugar!).