Apohem has worked with brands on retail media for years, creating visibility through newsletters, on-site banners, content and out-of-home campaigns. Sponsored Products, powered by Voyado, is the natural next step – helping brands reach shoppers closer to the point of purchase, while keeping relevance and the customer experience at the centre.
For Apohem, retail media is part of a broader collaboration with its brand partners. Existing formats help brands reach customers across the shopping journey.
Sponsored Products adds a way to reach them at the exact moment where product exploration is happening and purchase decisions are made.
The ambition is to build on those relationships and offer brands more opportunities to reach relevant shoppers. Apohem has also established a dedicated Retail Media Manager role, giving the business a clear owner to develop the offering.
Sponsored Products was the missing format in Apohem’s retail media mix. It gives brands product visibility within the shopping experience and creates an opportunity to support larger campaigns with placements closer to purchase.
For example, a brand campaign in a newsletter or out-of-home can be complemented by Sponsored Products on the site. Apohem sees this as a way to connect its existing activities more closely, rather than treating each format as a separate investment.
The opportunity extends across a diverse supplier base, from large international brands to smaller local businesses. For smaller brands, Sponsored Products offers a way to gain relevant visibility near the purchase decision without investing in a larger media campaign.
Caroline Eliasson, Retail Media Manager at Apohem
Apohem already uses Voyado Engage for customer engagement and Voyado Elevate for product discovery and personalisation. Adding Voyado Retail Media builds on that long-standing technology partnership and the customer and product intelligence already supporting the business.
The relationship was an important part of Apohem’s decision. The team saw clear value in developing the offering with a partner it already knew and trusted.
Apohem initially launched Sponsored Products with two advertisers in the vitamin- and supplements category. Starting with a focused scope gave the team a practical opportunity to learn before expanding to more brands and categories.
The team described implementation and supplier onboarding as smooth and fast. After the first week, the initial results were shared with both participating brands and received positive feedback. These are early observations from the launch, rather than evidence of longer-term performance.
– Caroline Eliasson, Retail Media Manager, Apohem
In a pharmacy environment, customers often arrive with a clear need and expect help finding suitable products. Apohem’s priority is to make sponsored placements feel useful within that experience.
That means aiming for a relevant mix of products and brands, ensuring no single advertiser dominates placements, and monitoring click rates and return on ad spend as the offering develops. Growth in advertising should support the shopping experience and the trust customers place in Apohem.
Apohem’s ambition is to make Sponsored Products an ongoing part of its brand partners’ marketing mix, alongside its established campaigns and channels. The focus is on learning from the launch and gradually expanding participation, and just a few weeks after the launch more brands are already up and running with Sponsored Products.
The lesson for other retailers is to build on the relationships and strengths they already have: give the offering a clear owner, start with a manageable scope and keep the customer experience central as it grows.
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