The demands placed on an online shop are high. In addition to a broad product portfolio and a straightforward, intuitive ordering process, customers also expect transparent and reliable information on stock levels, delivery deadlines and costs at all times. So anyone who would like to make a name for themselves with their online shop in the digital age would be well advised to meet these requirements in the best possible way.

‘We had wanted to optimise order processing in the BENU online shop for a long time,’ commented Martial Barbier (Managing Director of PHOENIX Pharma Switzerland, the umbrella company behind the network of pharmacies). ‘But, until now, we were lacking the necessary know-how.’ PHOENIX Pharma Switzerland acquired health and life AG, a leading online expert, in spring 2023 and integrated it into BENU, its own chain of pharmacies, not least to enable digitalisation steps like this.

Harnessing the capabilities of automation and artificial intelligence

‘Thanks to our acquisition of health and life, our group now has a company with extensive expertise and experience in the digital health market in its ranks. This move was essential to drive forward our omnichannel strategy,’ added Mr Barbier.

Customers might not notice the changes at first glance. ‘There’s an awful lot going on behind the scenes,’ explained Michael Weigand (health and life’s Chief Technology Officer). Since August 2023, orders placed on www.benu.ch have been sent to the online specialist’s systems over an encrypted interface. Once the orders reach the group’s systems, they are processed using the same advanced technologies that health and life uses in McDrogerie, Vitaland and Adorelle (its three online shops).

The ordering process on the BENU online shop has been optimised in many respects thanks to a high level of automation and the use of artificial intelligence. ‘Customers are now benefitting from up-to-date information on the availability and delivery times of the products they are interested in,’ remarked Mr Weigand. ‘The system automatically keeps them in the loop too if delivery is unexpectedly delayed.’ Mr Weigand also went on to add that customers particularly appreciate the reliable and rapid order processing and the extensive range of OTC products that health and life sources from wholesalers.

The digitalisation journey starts with a single step

Three months after the changeover, it is already clear that the move has paid off. The sheer amount of feedback concerning shipping-related problems has nosedived to next to nothing. In addition, the internal processes adjusted during the changeover have had a positive impact on existing resources. Mr Barbier, who would like the optimisation of the BENU online shop to be the first step of many on the digitalisation journey he would like to take PHOENIX Pharma Switzerland on, is delighted with these outcomes. ‘Our aim is to further develop health and life as a centre of excellence for e-commerce within the network of BENU pharmacies and to establish it as a leading company in the digitalised healthcare market in Switzerland.’