Galenica’s Journey To Omnichannel Excellence
Galenica is revolutionizing healthcare in Switzerland with an omnichannel approach that goes beyond online sales. By seamlessly integrating digital touchpoints with in-store experiences, Galenica is setting the standard for innovation, sustainability, and top-tier pharmaceutical services.
Their approach continues to yield impressive results – with 2024 sales growth of 4.7%, Galenica group outpaced the broader pharmaceutical market’s growth rate of 3.5%.
Their long-term vision is clear – to become Switzerland’s #1 integrated healthcare provider through cutting-edge solutions and a strong commitment to excellence.
About Galenica
Galenica AG, headquartered in Bern, is a leading Swiss pharmaceutical and logistics company with a rich history dating back to 1927. Galenica has established itself internationally as a key player in the healthcare, retail, and logistics sectors, employing approximately 7,500 professionals.
Its diverse group of companies includes some of Switzerland’s most recognized pharmacy chains and online shops:
- Amavita is one of Switzerland’s largest pharmacy networks.
- Sun Store is a leading provider of pharmaceutical and wellness products.
- Coop Vitality is a joint venture with Coop, integrating pharmacies into retail stores.
Galenica’s portfolio also includes other healthcare and logistics brands, such as Galexis, Alloga, MediService, and Medifilm, delivering a comprehensive range of services across the healthcare value chain.
Customer Challenges
Complex digital landscape
The need for a simplified, more intuitive customer journey
Challenges in handling product data and order processes management
Galenica faced the task of modernizing its digital ecosystem to better align with its ambitious growth and customer experience goals. While their existing systems supported operations across a broad network of physical and online stores, there was clear potential to enhance efficiency and deliver a more seamless, integrated experience for their customers.
Solution
One key priority was the creation of an omnichannel platform to unify user journeys across all touchpoints. Improving usability and delivering a cohesive, engaging customer experience were seen as critical steps toward strengthening their digital presence and meeting the expectations of modern consumers.
At the same time, advancing product data management and order management capabilities was essential to drive scalability and maintain high performance in a fast-changing market. Enhancements in these areas would support Galenica’s vision of providing innovative and patient-centric healthcare solutions.
Rather than reworking their existing shops, Galenica opted for a greenfield approach to set a strong foundation for their digital transformation. This began with the implementation of SAP Product Information Management (PIM) integrated with Magento, paving the way for future rollouts and establishing a framework for long-term success.
Further on, the transformation continued with Galenica moving their e-commerce platform from Magento to SAP Commerce. During 2024, we’ve re-launched online stores for three Galenica brands on the new SAP platform – Amavita, Sunstore, and Coop Vitality. This change brought better performance and stability, as well as more flexibility to adapt quickly to market changes and the ability to scale going forward. Together, we built a strong foundation for future improvements and ensured Galenica is well-prepared for the evolving demands of the healthcare industry.
We our proud that our partnership with Galenica has been honored with the prestigious Best of Swiss Web Award – winning Bronze in the Business category. This achievement celebrates the outstanding innovation, teamwork, and digital excellence that have been at the heart of our collaboration since 2021.
Project mission: Empower customers to manage their own health and well-being with our omnichannel experience.
What We Accomplished
reduction in customer service calls
increase in click-and-collect orders, as targeted
downtime experienced by customers during the launch
INP performance on desktop achieved during the relaunch
Project Highlights
User-Centered Design
- Iterative solution delivery, focusing on continuous improvement.
- Strong emphasis on user experience, supported by detailed A/B testing.
- The needs of diverse stakeholders within Galenica’s complex landscape successfully addressed.
Loyalty and Personalization
- Customized promotions tailored to customer preferences – including employee benefits, various coupon types, and cart-level deals.
- Loyalty points are earned with each transaction and can be redeemed once a certain balance is reached. Some shops also offer extra points on specific products or with selected coupons.
- Some discounts and promotions can be combined for added savings, depending on the shop’s specific rules.
Improved Customer Experience
- Improved SEO results and seamless redirection between online shops.
- Flexible delivery options such as “Click and Collect” and “Home Delivery” were added for customers’ convenience.
- Checkout process is streamlined and simplified, with diverse payment options and pre-filled data for a smoother user experience.
Technical Foundation
- SAP Commerce (including PIM)
- Headless React-based fronted
- SAP BTP – integration suite