Background
apo.com Group is an online pharmacy that offers excellent customer service and high product quality to private customers throughout Germany. They offer a complete range of pharmaceutical products online and, in addition to private customers, supply business customers such as doctors as part of their B2B approach.
apo.com Group initially started in 2022 with a small B2B customer base with which it built up the appropriate infrastructure before scaling the business on the sales side. Their nationwide sales approach is supported by strategic business partners who share the same commitment to their customers.
The challenge
apo.com Group needed a better way to sell to their wholesale customers - they wanted a solution that would present their entire product range in a way that would simplify B2B purchasing. The existing platform did not offer the full functionality they needed and their complex pricing system could not be mapped, making a target group-orientated sales approach unfeasible.
A lot of the customers they supply order the same things on a regular basis, and, as an ode to their great customer service, apo.com Group wanted to prioritise this journey and make it quicker and seamless.
The solution
They asked for recommendations and researched trends and predictions for B2B eCommerce in their industry, seeking out a solution that could handle their complex pricing needs.
Using SparkLayer, they’ve now established multiple customer groups that enable them to attribute relative price lists based on their relationship - namely, partnerships, individual customers, and bespoke pricing. SparkLayer integrates with the Mechanic software they already had in place and complements the automation of customer behaviour analysis, overall leading to better buying experiences. This integration empowers them to apply special pricing for customer groups after a set amount of time (like new customers, for example), apply further discounts for loyal customers, and reduce the risk of churn.
apo.com Group made the most of our front-end functionality, adding ‘quick-buy’ menus and easy repeat ordering. SparkLayer’s intuitive reports enable end customers to review their spending and orders. Our ‘Shopping List’ feature allows them to quickly order the same items each month, saving them the time and hassle of manually adding items to their carts. Using this combination of tools has enabled them to make the most of their data and insights - empowering their teams and boosting customer experience at the same time.
The results
The SparkLayer ‘Sales Agent’ function has improved collaboration with business partners, resulting in more sales being made via their Sales representatives. apo.com Group is able to present their product range in a target group-orientated way and has improved the reporting and documentation of processes. All customer-specific processes are now streamlined and centralised in one place.
From a customer perspective, the buying experience has been hugely improved, with lower churn rates and higher repeat buying levels. By enabling pricing groups and custom discounts (like promotions for customers who’ve not bought recently), they’ve been able to enhance and action their data insights from other integrable software, like Mechanic and Zapier.
The use of our Sales Agent functionality has provided a layer of transparency, with legacy data readily available. They’ve been able to evolve their brand and offering in line with our solution as it’s grown and evolved with their business.
"We use the Sales Agent function in the team for customers who don't want to order via the online shop but by phone or email - it helps us with the centralised documentation of processes. We can address each customer with their individual pricing - I don't know of any app that has a similar function to SparkLayer's Sales Agent!" ~ Adrian Lier, Head of Sales B2B
Explore more
To learn more about apo.com Group, their product range, and the story of their brand, visit their website.
To see how SparkLayer works with Shopify, you can explore via the links below: