BUSINESS
DEJAN ALEKSOV, MANAGING DIRECTOR AT BENU PHARMACIES AND MEMBER OF THE BOARD OF DIRECTORS OF THE PHOENIX GROUP
We Know What You Need
BENU is part of German company PHOENIX, which has in its composition more than 2,500 pharmacies in 14 European countries. BENU has managed to establish itself as a market leader in Serbia in just five years and, despite the extraordinary circumstances, will welcome the end of the year with 400 outlets in the country
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e succeeded in achieving a lot thanks to our people, dedication, and the support of the parent company from Germany. The fact that our customers have accepted us proves that we are working in the right way, but that’s not a reason to relax now. On the contrary, says Mr Aleksov, before revealing numerous innovations to BENU’s operations. • Mr Aleksov, the BENU pharmacies concept is recognisable throughout Serbia. Could you tell us a little more about it? - The BENU pharmacy concept is led by a unique strategy that’s orientated towards the customer. You are awaited at each of our locations by friendly staff who are ready to help, listen, offer adequate advice and fulfil your expectations. Professional and trained pharmacists are aware that the customer is of the greatest importance to them and that they should pay full attention to them, regardless of the time or decision. We believe firmly that we can only be satisfied if we provide customers,
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i.e. patients, with a high-quality service and excellent advice. That’s the only way we can have satisfied customers. In addition to friendly, trained staff, all our pharmacies throughout Serbia have the same ambience and unified visual identity. BENU pharmacies’ range of products is carefully selected, classified and segmented exclusively, in accordance with customer needs. It isn’t easy to maintain the same level of service, because we currently operate at more than 380 locations in Serbia, with a plan to reach 400 BENU pharmacies by the end of this year, despite the difficult circumstances. Interestingly, we are also present on the territory of Montenegro and Bosnia-Herzegovina, with the same strategic approach and in accordance with market circumstances. • With the appearance of COVID-19, and considering that we find ourselves in very uncertain times when it comes to the future, were you able to learn from this and, if so, what could you learn?
- It is true that COVID-19 brought with it a certain dose of uncertainty, particularly in the period when we had to constantly adapt our business measures and the needs of our customers. And despite the difficult circumstances related to working from home, I can really highlight that we, as a company, very quickly managed to find alternative directions, to develop new business channels, such as home delivery, reserving products and collections from pharmacies, cooperation with volunteers who had a priority with us etc. We adjusted the working hours of more than half of BENU’s locations to suit the oldest citizens and organised the fast procuring of all hygiene products. All this ensured we are more agile, provided us with a sign to once again think well, reconsider and draw new conclusions about our business decisions, giving authenticity to our company. • We see that you focus on the constant educating of employees and the constant improving of your quality of service. Do pa-
