THE HEALTHY BOX Getting Swedes to sign up for their health

You can now have a box of health products delivered directly to your door, packed full of superfoods, health drinks and raw bars.

Swedish people are using subscription services like never before. Whether we’re streaming on- demand TV to our mobile phones or having groceries delivered to the door, the trend is clear. It was when Ulrika Linde recognized this behaviour and latched onto the growing health trend that the subscription-based Healthy Box service was born.

Subscribers get a box full of the latest health products on the market delivered directly to their door. Since the contents of the box are different every time, customers are given the opportunity to try out a whole range of superfoods, health drinks and raw bars, and new health magazines and beneficial fitness training offers may also be included.

“I am inspired by online players overseas who are active in the health arena. In the US, there is a much wider range of such services on offer, so it’s important to remain up to date.”

Ulrika Linde, CEO The Healthy Box

The idea was realised in the form of an inspiring website and a clear and user-friendly payment process. “I knew that the idea was good and the products we had on offer were sought after,” Ulrika says. “But in e-commerce, you always have to live with the 70 per cent figure: the percentage of customers you lose before they complete their transaction. So your checkout purchase flow has to be smooth, secure and user-friendly.”

Ulrika advises anyone thinking of starting out in e-commerce to go online and try out different shopping experiences in a variety of web stores to get an idea of what works and what doesn’t. Some outlets have simply got what it takes. The thing is to try to figure out what it is that feels right, and then to copy it!

The cornerstone of any smooth online purchase process is the ability to take a payment in a seamless, safe and secure manner. It’s essential for the subscriber to be able to identify with every step of the customer journey, and the conversion funnel – which helps the consumer to navigate the website through to the point of sale – must be clear and user-friendly. The Healthy Box is run using Bambora Acceptance E-com, a card payment service that has been established in collaboration with the online payment facilitator DIBS.

What then will be the next challenge for The Healthy Box? Ulrika is quick to respond: “To know all about our customers all the time: what time they place their orders; what their buying patterns are like; and what types of products they appreciate. With that information, we can meet them through other channels and deliver just the solutions that they will perceive as customised and personal to them. Our major goal is to make Sweden healthier, one box at a time!"


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