Healthcare is undergoing a massive digital transformation. The way we seek care, keep track of our health and get prescriptions and other products is all moving much closer to each individual. The pace of change in customer behaviour and demands makes it a very exciting field to work in. Since the pharmacy deregulation in Sweden in 2009, Apotek Hjärtat has become one of the largest pharmacy groups in Sweden and their e-commerce keep making new records in growth.
When digital-only competitors introduced new competition it quickly became apparent that a new strategy was needed. But before jumping on the latest digital trends we had to start by fixing basic needs and build a solid foundation focusing on everything from technical solutions and payment systems to rudimentary user experience. With that in place we were ready to start the work to increase online conversion with simplified solutions for purchase and payment and making it easier to get relevant offers as a member of the loyalty program. Step by step we have started building a healthy long term customer relationship for Apotek Hjärtat – a journey towards a better digital customer experience.