“We are very proud to be at the forefront of digital commerce in Mexico. Through our collaboration with ObjectWave, Farmacia San Pablo now has a defined digital strategy in place. We not only have fully functional online commerce but also robust mobile offerings and loyalty programs that are easy and seamless for our customers to use. With ObjectWave, we’ll continue to innovate to provide the best service to our customers.”

Gabriela Gutierrez Velarde, Director of Digital Marketing, Farmacia San Pablo

The Problem


Farmacia San Pablo (FSP) is the leading pharmacy retail chain in Mexico, providing customers throughout the San Pablo area with a full-service pharmacy, over the counter medications and other healthcare needs.

FSP was looking to implement their digital strategy and product roadmap through an enterprise digital commerce solution. This was a massive undertaking, as FSP was planning to do a complete systems overhaul, from point of sale to ecommerce. FSP’s leadership also recognized they needed a partner to help them implement the solution and achieve their goals, which included:

• Expanding FSP’s product offerings

• Providing convenient, quality services

• Increasing the frequency and quality of its customer communications

Approach


After an intensive review process, FSP selected SAP Hybris (now SAP Commerce) thanks to its robust feature set and adaptability for customer workflows on all platforms, including mobile.  They also liked the ability of Hybris to integrate with existing systems including ERP, CRM, payment gateways and antifraud protection.

To implement the new Hybris platform, FSP then selected ObjectWave thanks to the company’s long history with SAP and deep Hybris expertise. FSP was impressed with ObjectWave’s 100% success rate with over 40 Hybris implementations.

ObjectWave and FSP then worked together to design, build, launch and maintain FSP’s new fully integrated Hybris ecommerce site at farmaciasanpablo.com.mx. The site fully embodies a new phase in FSP’s digital strategy, and ObjectWave is helping FSP to affect a digital transformation for the entire company. This includes functionality such as product and pricing information via ERP system integration as well as the full host of features from SAP Commerce.

ObjectWave designed and delivered the entire project in 8 months with an additional project to integrate SAP Hybris Commerce with SAP Hybris Marketing, all delivered on time and on budget.

Result


The new FSP website represents a true omnichannel solution connecting all digital touchpoints. Customers can seamlessly set up and access accounts through any channel and connect to FSP’s customer loyalty program in-store, online or via mobile. FSP in turn has a full view of the customers’ interactions including complete customer profiles, previous orders, product preferences and the ability to keep customers updated on prescription.

As a result, FSP has seen favorable growth in the three years since launching its ecommerce initiative. Online sales have grown by double digits compared to the market average of just 6-8%. FSP has also achieved 250% MoM growth compared to the previous year, efficiency and cost improvements by managing product inventory, and integration between ecommerce operations and the customer service call center.

Most importantly, FSP has created an integrated and improved shopping experience for their customers, with the ability to search for products, schedule prescriptions orders and indicate when and where exactly they prefer to receive delivery or pickup.  

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