Apohem, Axfood’s own online pharmacy, focuses more intently on the health and well-being of its customers with a new site and brand platform. Chief Executive Officer Gustav Hasselgren talks about the driving force behind the transformation and what lies ahead for the fast-growing company.
Gustav, Apohem has adopted a new look and new site – tell me, what happened?
“As we were getting off to a good start with the business during 2019, we also spent a lot of time developing our brand platform. The time was right to really delve into what customers like and think about health and about Swedish pharmacies. Based on our customer analyses and surveys, we were able to draw many stimulating and important conclusions that are now the basis for the launch of our new brand platform. We are very excited about Apohem’s a new look and feel, that we are taking a new holistic approach to our site and that we have adopted a new brand promise: ‘Apohem. The whole life pharmacy”.
When you performed customer analysis, what did you find that the customers wanted?
“There was a great desire from our customers to see health from a holistic perspective. Life consists of many pieces of the puzzle, such as sleep, stress, medication, exercise and food – all of which come into play if you are to feel really well. In addition to offering attracting prices, a large assortment and fast deliveries, it seemed natural and right for us to make Apohem a gathering place for knowledge and inspiration for a healthier life.”
How will Apohem inspire better health and well-being?
“We are convinced that our most important job as leading edge online pharmacy is to help our customers feel better, from the inside out. By offering knowledge, inspiration and relevant products, we will make it easier for our customers to make smart health choices with a focus on well-being and quality of life. The key to good health is often knowledge, and if we can inspire people to make small choices in everyday life to become healthier, we have done our job. Now we have started the journey towards an exciting role in the pharmacy and health industry.”
What are Apohem’s plans for the future?
“During the first part of 2020, we will spend a lot of time and energy filling the site with knowledge and inspiration, while continuing to develop assortments, logistics, technology, offerings and much more. Full speed ahead!
