By simplifying the purchase of pharmaceutical products and putting the customer experience in focus Kronans Apotek are aiming to capture new market shares. e-commerce has become a high priority for the business as they are working towards their ambitious vision: “100% customer satisfaction.”
e-commerce becomes a highly prioritized business area
The new e-commerce solution was launched as part of the strategy to reach the vision of "100% customer satisfaction." Kronans Apotek operates in the different segments of health, beauty and wellbeing and the products within these segments all have strong growth within the e-commerce industry. With this in mind, it became clear that eCommerce had to become a prioritized business area, with the goal to keep the same level of service as the physical stores.
The same level of service online as the physical stores
From day one, the Omnichannel strategy has been central in the development of the e-commerce solution. The goal being that the customer should receive the same level of service and experience whether they are shopping online, are in contact with customer service or visiting the physical store.
To achieve this different channels have been interlaced through various features such as Click & Collect, where customers can order prescriptions online and pick up in any of the 300 local shops around the country. The solution also offers the possibility to reserve goods through the e-commerce website to collect in the store to be able to be advised on the products from the professional staff at the same time. This has created possibilities for a flexible buyer journey, based on the customer requirements. The possibilities go across the channels and creates synergies for Kronans Apotek.
The Customer Club attracts returning customers
For the customers buying products within the beauty and health segments Kronans have put great focus on inspirational shopping experiences and creating relevant offers on an individual level. Based on previous purchases and shown products online, customers will receive both offers and recommendations that are in line with their individual needs. All to create an inspiring, relevant and easy shopping experience that leads to satisfied and returning customers.
–A success factor for our new e-commerce solution has been the close cooperation with all partners involved. Columbus has had an overall responsibility to get together all our different suppliers and have helped us sorting out how we will be transforming our vision into to a technical solution that will meet all our requirements. This has been a partnership that has worked very well, says Stefan Ingelgård, CIO Kronans Apotek.
A modern and comprehensive solution that promotes business growth
Several advanced integrations, including the e-government trade authority, personalization engine and customer club has created new possibilities for the development of the whole business.
Kronans Apotek are now managing the ordering of all types of prescription drugs with ease and are meeting all government regulations in areas such as handling of personal data and privacy, handling subsidized medication and agents. An already strong business now has the support of a comprehensive solution, based on industry-leading products and the ability to deliver on its vision; 100% customer satisfaction.
Stefan Ingelgård is the CIO at Kronans Apotek.