Case Study: Raia Drogasil boosts OTC sales with dunnhumby customer data science

Raia Drogasil - Customer Case Study

Raia Drogasil, the leader of the Brazilian drugstore market, wanted to better understand shopper behaviour in its OTC categories and move beyond sales-only decision-making. The pharmacy retailer partnered with **dunnhumby** to analyse four key categories — Pain Relief, Flu, Gastro and Health Appliances — and uncover how customers shop across product types, ingredients, packaging, and intended audience.

**dunnhumby** used Shelf Review, customer data science, and decision-tree analysis to map purchase behaviour, identify correlations and substitutability, and build a more intuitive shelf planogram and assortment strategy. The changes created 10 new OTC segments, increased the share of boxed products by 1.5% in sales and 2.2% in units, and delivered a 4.3% sales uplift across test and rollout stores after 21 weeks.

Raia Drogasil

Marcello De Zagottis

Vice President Comercial e Marketing