B2B Solution for Tamro

Smilehouse created a comprehensive B2B-site to serve Tamro’s resellers and sales representatives.

Tamro Group is the leading pharmaceutical wholesaler and the largest private pharmacy player in Northern Europe. Tamro 22 distribution centers in 8 countries (Finland, Sweden, Norway, Denmark, Estonia, Latvia, Lithuania and Poland) and pharmacy operations in 5 countries (Norway, Estonia, Latvia, Lithuania and Poland). For the financial year 2010/11, Tamro Group posted revenue of approximately EUR 4.4 billion. Measured in net sales, Tamro Group is Finland’s 16th largest company (2011). The company employs approximately 5,500 people.


Tamro decided to be the first in market to take the strategic leap of shifting its distribution for healthcare professionals entirely online. Smilehouse was chosen to implement the entire B2B customer service and commerce system and additionally assisting with expertise and best practices in the distribution channel transformation process.

“Our role in building wealth being is important. Pharmacies, hospitals and other service points need to receive their medicine reliably and quickly. We needed a comprehensive B2B-store to support especially the resellers of natural-products and pharmacy-products, as well as to help the work of our sales representatives.”,explains Jouko Mäntylä, the CIO of Tamro.


Smilehouse assisted Tamro in the initial planning phases of the service, offering product content management process consulting from a business-oriented perspective, accompanied with technological guidance. After the conception and specification stages, it was clear that Smilehouse was to be chosen to implement the entire service.  The service is integrated widely to Tamro’s different back-end systems. Some important features included personalized selections and pricing which were integrated to ERP –and warehouse management systems. Smilehouse also provided tools for marketing and other external communication.


Tamro’s internal processes were reorganized for greater efficiency and distribution channel fit, resulting in considerable cost savings in addition to grown sales figures. Following the online service channel, Tamro was able to disband old fax- and email based ordering processes.

“Our high expectations for the solution have well being met. Our customer and sales representatives have been thankful for the easiness that the solution has brought for their daily work.”, praises Mäntylä.

  • Reduce processing time
  • Improve quality of quotes and orders sent to the supply chain
  • Lower transaction cost
  • Improve quality of data for analysis and reporting
  • Multichannel capability
  • Improve new product launches
  • Manages complex workflow for B2B and B2C eCommerce and print processes
  • Provide consistent product data across channels

“When choosing the partner, we identified the best alternatives but previous co-operations, the offered solution and the references of Smilehouse made the decision easy. I have recommended Smilehouse and its solutions to other country businesses of our corporation.” ,describes Mäntylä.