How Apohem turned engagement into loyalty

Here’s how Apohem and Voyado created a smarter, more personal customer experience.

To deepen customer relationships and enhance loyalty, Apohem partnered with Voyado to build their member club. By using data-driven insights and marketing automation, they’ve built an engaged community where customers feel supported in their daily rituals and challenges.

Launching a member club to reward more than just purchases

In this competitive world of e-commerce, Apohem saw a unique opportunity to create a member club that not only rewarded purchases but fostered deeper engagement and long-term loyalty. Within just three months, Apohem launched a member club through Voyado that has since delivered impressive results.

“We wanted to reward our loyal customers and stand out from competitors. Other pure online pharmacy players lack member clubs, and we saw an opportunity to differentiate ourselves,” says Erica Jonson, CRM & Loyalty Manager at Apohem.

The club’s success is built on two core pillars – traditional loyalty benefits and engagement turned into rewards. Apohem offers traditional loyalty benefits, such as points, reward vouchers, and exclusive offers. But what truly sets it apart is the community Apohem has cultivated—a space where members help one another, share advice, and earn rewards for active participation. For example, members earn points when they help others by sharing insights, which not only builds trust but also strengthens their connection to the brand.

“For us, it’s not just about purchases. Members earn points when they help others or share insights—it builds trust and loyalty,” Erica adds.

A community built on real expertise

Another thing that distinguishes Apohem’s community is the breadth of expertise it offers. Members can ask questions and receive answers from qualified professionals, including skin care therapists, pharmacists, and nutritionists. This creates an environment where real problems are solved, fostering genuine trust between the brand and its customers.

Members actively engage by sharing reviews, answering questions, and connecting with others who have similar interests. This engagement is further encouraged by offering points for participation, which drives even higher levels of involvement and long-term loyalty.

Automation fuels engagement and repeat purchases

Apohem’s strategic use of marketing automation has played a critical role in the success of its member club. By leveraging marketing automation, Apohem ensures that customers feel seen and supported throughout their entire journey.

Post-purchase automations, for instance, provide personalized follow-up care. After purchasing a popular hair treatment, customers receive an email with detailed usage tips and product combinations.

“If you buy a K18 hair mask, we’ll send you instructions on how to use it effectively, with advice on pairing it with the right shampoo or conditioner for the best results,” Erica shares.

Another crucial aspect is refill reminders, which are automated based on predicted customer needs. Whether it’s vitamins or skincare essentials, these reminders make it easy for customers to restock their favorite products, driving repeat purchases.

Apohem also uses customer data to tailor personalized offers that cater to specific interests, such as vitamins, baby care, or pet supplies. Content and campaigns are tightly integrated with the community, encouraging customers to engage further through expert articles and ongoing dialogue.

Data-driven insights lead to smarter strategies

The insights Apohem gains from its community aren’t just beneficial for members—they’re invaluable for the company’s overall strategy. By identifying highly engaged segments, such as pet owners, Apohem can refine its CRM approach to better meet customer needs and preferences.

“We saw that pet owners are incredibly engaged in our community. That insight helped us adjust our campaigns to highlight relevant products and advice, driving stronger engagement and more targeted offers,” Erica explains.

This data-driven strategy ensures that Apohem continuously delivers value and relevance to its customers.

Results that speak for themselves

Since launching the member club, Apohem has seen great results. More than 60% of all orders now come from club members. Additionally, club members have a 15% higher average order value compared to non-members. Automated refill reminders and personalized post-purchase care have played a significant role in driving repeat purchases. Furthermore, the community’s active engagement, including peer reviews and expert advice, has boosted customer confidence and conversions.

“The community doesn’t just drive purchases. It builds trust, helps us understand our customers better, and inspires them to come back,” Erica notes.

Seamless collaboration with Voyado

Partnering with Voyado was instrumental in bringing Apohem’s vision to life. From creating a robust reward system to building seamless integrations, Voyado provided the support and flexibility Apohem needed to succeed.

“The partnership with Voyado has been instrumental. Their support has made the process seamless, and their flexibility helps us adapt to every idea we come up with—no matter how complex,” says Erica.

Apohem has also benefited from Voyado’s ongoing product development. By testing new features, Apohem has streamlined workflows and enhanced the quality of its campaigns.

Looking to the future—personalization at every step

As Apohem looks ahead, the focus remains on elevating personalization. The next step is to enhance the e-commerce experience so that customers see products tailored to their interests. Additionally, Apohem plans to expand its automation capabilities, ensuring that every interaction feels relevant and seamless.

“We want our customers to experience personalization beyond email—right from the moment they land on our site. That’s the future we’re building with Voyado,” Erica concludes.