Afinea Pharmacies
Information on Afinea Pharmacies
APPROACH
A family of pharmacists with several pharmacies had the need to unify their different businesses under the same concept of service and attention to obtain better operational efficiency, better serve their customers and optimize their costs.
For Baud, the key to this project was the union of our client's needs with those of the consumer, so it was important that all his years of service, knowledge and vocation give shape to the new brand through a family culture of professional customer care and constant innovation.
CHALLENGE
The new business model, conceived in a new flagship pharmacy, thus had two fundamental challenges. First, to act as the spearhead of the family project. And secondly, to be relevant and competitive in its own location. But beyond these challenges, there was a greater opportunity capable of generating multiplied and sustainable value: transforming the model of its pharmacies.
SOLUTION
We studied, imagined and developed a transformative pharmacy model, not only for our client, but for an entire sector. A model that combines the best of the profession - proximity, long-term relationships of trust and specialized advice - with the most avant-garde retail, capable of generating value for the customer and for the company.
The result? A brand, an optimized group and a philosophy of its own where all its current and future pharmacies fit. And where the pharmacist is the real key.
We started the project with an in-depth audit process of major trends and local realities, which helped us to uncover the least covered needs and the most interesting opportunities. The reflection led us to realize that the new model should take the best of two worlds and offer it to the customer. Two worlds in a new transforming concept: new botica.
Activating transformation from purpose
A transformation channeled and driven by a real purpose is a transformation with a higher probability of sustained success. It is activated and evolves in a true tandem between company and customer, where both contribute and receive in a long-term value relationship.
The family of pharmacies is committed to helping its customers live longer and better lives, and it achieves this through the commitment of lifelong pharmacists and the advances of today's pharmacies. The customer, in turn, appreciates this genuine value by contributing to the relationship through loyalty in their purchases and continuous feedback to which the family responds to continue growing together.
A friendly and novel name
When ideas are named, they become realities. That is why we were looking for a corporate name for all the pharmacies in the family. A name for the new flagship pharmacy and the other current and future pharmacies, which would project the new model of professional and almost daily care of its pharmacists to the customer and their quality of life, as well as the vanguard of its pharmacies. A name that would also work within the framework of the Spanish health market, solid and at the same time pleasant. Thus, from the mixture of affinity and novelty, Afinea was born.
The new way to connect with people
We had in our hands the opportunity to transform a sector and we knew that, to achieve this, the space should not be a final consequence, but an initial approach. The Consulting, Design and Retail teams worked together from the start to define the optimal and valuable experience that Afinea needed.
An optimized journey was integrated with a friendly and flexible design, able to adapt to each person and need, building an avant-garde space of high value for the customer and the pharmacy.
Focus, plane and reality
We accompanied Afinea throughout the transformation process, from conceptualization to activation. We put into play all the ingredients in the right measure and in due time to inaugurate, in the spring of 2021, an expert, functional, detailed and scalable space that can already be experienced in its first "Flagship" and whose model is ready to continue to grow.
Exceeding all expectations
The opening week was a success, exceeding customer expectations for visitor numbers by 109%. And sales have been growing steadily ever since.
In the words of our client: "the new pharmacy is a different and dynamic space, in which both employee and customer are at ease, we transmit what we were looking for and it allows us to work beyond the medicine".