European pharmacy chain Dr. Max is rolling out a new store digitalisation tools across its locations as it looks to boost sales and operational efficiency.

Through a partnership with e-commerce solutions provider VusionGroup, the pharmacy chain is deploying the tools across 1,000 stores in the Czech Republic, Slovakia, Romania, Italy, Serbia, and Poland.

The technology aims to create a connected store experience for both employees and customers, providing digital tools to better manage and monitor its in-store connected devices, ensuring smoother daily operations and greater overall efficiency.

A new digital system will automate price and promotion updates, which will be managed centrally to allow pharmacy teams to focus more on professional assistance and customer interactions.

Dr. Max will also integrate electronic shelf labels (ESLs) into its existing Cisco-Meraki wireless infrastructure across all its stores.

The pharmacy chain said it has already completed the deployment of the new technology in 220 of its stores, with target date completion being set for the end of 2026.

Branislav Chmela, group retail operation officer at Dr. Max emphasised how the technology aims to simplify and modernise the chain’s operational efficiency, from daily workflows to customer and patients’ engagement.

"By combining greater efficiency with smarter tools, we're creating more space for our pharmacists to focus on what truly matters - providing personal, professional care,” he added.

With over 3,000 pharmacies, and a team of 20,000 professionals, Dr.Max Group serves millions of customers by offering a wide range of pharmaceutical products, expert advice, and personalised care.

Beyond its physical store presence, the company operates an extensive e-shop with more than 30,000 products, as well as wholesale distribution, private label development, and healthcare services.

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