The company
Apoteket is owned by the Swedish government and, up until 2008 was the only company allowed to sell prescription medications in the country.
The company's mission is to ensure people get the right prescriptions and medicines, while helping everyone in Sweden live healthier lives. Their purpose translates to ‘a life in health’, covering everything from prescription medicines to multivitamins.
Apoteket, which means ‘the pharmacy’ in Swedish, has developed a strong omnichannel presence—while most of its sales still come from physical stores, it's also built a thriving online business.
The challenge
Before implementing Contentsquare’s AI, Sense, Apoteket struggled to efficiently turn data insights into actionable, impactful optimizations.
Apoteket wanted to democratize data across departments, but not everyone was confident using analytics tools effectively. Archana Mishra, CRO Manager at Apoteket, says people weren't sure if they were interpreting the data correctly.
“I'd get lots of questions because most team members, unless they were analysts, weren’t sure where to start or if they were looking at the right numbers," shares Archana.
Apoteket faced several key pain points:
Lack of confidence in data analysis: non-analysts felt overwhelmed and lacked confidence in using analytics tools independently
Siloed expertise: only a handful of experts were able to action data insights, creating bottlenecks
Limited self-service: team members constantly needed support from analysts to analyze data and prioritize actions
The solution
Apoteket implemented Sense, to make behavioral analytics accessible to all teams across the organization.
Now, team members from various departments can independently analyze customer journeys and generate insights without requiring support from the analytics team. "With Sense, anyone can easily ask questions and immediately get taken to the right module in Contentsquare,” shares Archana.
Streamlining funnel analysis and customer journey insights
After implementing Sense, one of the most immediate impacts Archana saw was in funnel creation and customer journey analysis.
Archana shares how the user experience (UX) design team recently analyzed their ‘my favorites’ functionality. They wanted to understand how customers use the wishlist feature and what actions they take afterwards. They analyzed conversion rates from users who added wishlist items to their cart and tracked how many of them returned to convert.

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Sense made it easy for the team to start their analysis, automatically drawing insights from Contentsquare’s Journey Analysis capability to track customer progression through the site and the platform’s Impact Quantification capability to quantify actions by impact. Archana says it has dramatically reduced the time needed to set up complex analyses.
“Sense has made analysis much faster,” says Archana. “Giving it a prompt and waiting for 2 seconds for the answer is much easier than going through different segments and building the analysis step by step."
![[Asset] Customer story - Apoteket logo](http://images.ctfassets.net/gwbpo1m641r7/1KC8usv8gbkvxFP86n0HgE/08b9e5f5819b13da3c8e45ffd080af94/image_53.png?w=828&q=100&fit=fill&fm=avif)
After we began using Sense, I haven’t needed to build Funnels manually in Contentsquare.
![[Asset] Customer story - Apoteket Archana headshot](http://images.ctfassets.net/gwbpo1m641r7/cYiDZVnIgGQv34bEUFDTu/f8a28a580a296ec6b0a3c66b149a805a/1656681855364.jpeg?w=1920&q=100&fit=fill&fm=avif)
Transforming team workflows and collaboration
Sense has fundamentally changed how Apoteket's teams approach analytics and optimization. They use Sense in workshops to brainstorm and categorize recommendations as must-haves or nice-to-haves, turning Sense's suggestions into actionable checklists.
The platform provides recommendations and gives teams a head start on prioritizing what to test or implement. “It also encourages more people, not just analysts, to contribute insights,” says Archana.
![[Asset] Customer story - Apoteket logo](http://images.ctfassets.net/gwbpo1m641r7/1KC8usv8gbkvxFP86n0HgE/08b9e5f5819b13da3c8e45ffd080af94/image_53.png?w=828&q=100&fit=fill&fm=avif)
Now, with the Contentsquare platform and Sense, we’re better at quantifying improvements and attaching key performance indicators (KPIs) to journeys.
![[Asset] Customer story - Apoteket Archana headshot](http://images.ctfassets.net/gwbpo1m641r7/cYiDZVnIgGQv34bEUFDTu/f8a28a580a296ec6b0a3c66b149a805a/1656681855364.jpeg?w=1920&q=100&fit=fill&fm=avif)
The results
Although still in the early stages of their Sense implementation, Apoteket has already seen significant improvements across multiple areas:
Democratized analytics and self-service insights: Apoteket has shifted from expert-dependent analytics to self-service insights. Non-analysts can validate insights independently, dramatically reducing the bottleneck of expert-only analysis.
Significant time savings: Sense spots what matters most and brings it to the surface, instantly. It allows Apoteket’s analytics team to focus on strategic initiatives, rather than routine data analytics requests.
Increased platform adoption: thanks to Sense, teams across Apoteket benefit from the actionable insights within Contentsquare’s platform. “I get fewer questions and my colleagues are more comfortable using the tool themselves,” says Archana.
What's next
Apoteket plans to continue expanding the use of Contentsquare’s experience intelligence platform across the organization. And, with Sense increasing time to insight and team efficiency, Archana expects the number of active users and the depth of usage to continue to increase.
![[Asset] Customer story - Apoteket logo](http://images.ctfassets.net/gwbpo1m641r7/1KC8usv8gbkvxFP86n0HgE/08b9e5f5819b13da3c8e45ffd080af94/image_53.png?w=828&q=100&fit=fill&fm=avif)
Since implementing Sense, people across departments use the Contentsquare platform more independently and regularly without support from analysts.
![[Asset] Customer story - Apoteket Archana headshot](http://images.ctfassets.net/gwbpo1m641r7/cYiDZVnIgGQv34bEUFDTu/f8a28a580a296ec6b0a3c66b149a805a/1656681855364.jpeg?w=1920&q=100&fit=fill&fm=avif)