BIOGENA APOLLO 2028

The BIOGENA APOLLO 2028 programme is being implemented with a clear structure and defined guidelines that enable all teams and organisational units to remain focused and goal-oriented throughout its duration. This structure is designed to ensure that the right decisions are made on an ongoing basis, thereby achieving the objectives of BIOGENA APOLLO 2028 in the best possible way.

Our customers are at the heart of everything we do. The programme is closely linked to our mission of providing personalised support to as many people as possible in their pursuit of better health and well-being. By consistently putting our customers first, we are also opening ourselves up to new, expanded target groups. Our goal is to reach customers, inspire them to become fans of the BIOGENA brand, and retain them in the long term.

Under our slogan ‘My best health’, we continue our efforts every day with passion and motivation to make a valuable contribution to better health and well-being. Our goal is to continue our successful brand strategy while clearly, consistently and comprehensibly addressing new, international and younger target groups.

With these measures, we want to connect with our customers and actively shape these relationships. We achieve this through consistent digitalisation, personalised campaigns and the integration of all customer interactions in the ‘World of BIOGENA’ – our central health destination with all products, services and themed worlds.

Clear brand promises and guidance systems for navigation at all touchpoints make it easy for our customers to find their way around. These measures enable us to inspire even more people and be seen as the preferred health partner across all stages and situations in life.

As one of the world's leading providers of premium micronutrient supplements, we are committed to continuing to focus all our products and services on a ‘premium well-being lifestyle’ with radical quality. Our goal is to make it as easy as possible for our customers to find the right products, purchase and stick with them.

To achieve this, we will organise our products and services specifically according to target groups, life stages and topics. We also plan to improve accessibility by offering highly flexible subscription options, for example, which will enable our customers to obtain their supplements easily and flexibly.

We are focusing on an omni-channel strategy that enables our customers to purchase our products and services both in our stores and digitally, as well as through our partners. Our focus is on further digitalisation and the integration of all channels.

For us, true customer centricity means being present where our fans like to spend time and are open to health topics – for example, in hotels or spas. Our goal is to provide personalised offers at the right time in order to optimally exploit the growth potential of both existing and new customers.

To develop, coordinate and implement this strategy, we have established a new organisational unit called ‘Business Development’ under the leadership of Julia Hagenauer. This team will be responsible for the effective alignment and growth of our omni-channel activities.

Under the motto ‘Make every moment shoppable’, we strive to make shopping as easy and convenient as possible for our customers. Fully exploiting the potential of digitalisation is key to offering our fans a highly personalised and therefore special customer experience.

The BIOGENA Coach app will play a central role in this: it supports our fans at home, on the go, in stores and at many other touchpoints in finding the best services and products quickly and easily. The BIOGENA Club is increasingly developing into a membership programme that makes it even easier for our fans to quickly and preferentially obtain the right offers.

In order to advance our digital projects even more quickly and efficiently, we have created a new organisational unit called ‘Customer & Digital Experience’. This unit will be managed and developed by Albert Schmidbauer in collaboration with our growth partner HEYRISE.

We are consistently aligning BIOGENA with customer needs and establishing two new organisational areas based on our existing organisation. BIOGENA management is promoting this further development and ensuring the framework for excellent cooperation within the teams.

• Customer & Digital Experience: Focus on customer centricity and digitalisation at all touchpoints and channels. Merging and further developing an interdisciplinary team from digital marketing, e-commerce, UX, design, data, AI, development, platform and operations. With HEYRISE, we have brought a strategic growth partner on board with immediate effect, who will function as an integral part of BIOGENA rather than as an external agency or consulting service provider. Albert Schmidbauer will lead this new unit in cooperation with HEYRISE.

• Business Development: Focus on new business areas and growth areas, bringing our places together, creating cross-channel customer experiences and connecting offline and online experiences. This new organisational unit will be led by Julia Hagenauer, with the support of Albert Schmidbauer.