Rapid growth online — Skeidar will use more customer data to continue improving the shopping experience
Skeidar is growing rapidly online. At the same time, the furniture chain is investing in connecting online and physical stores.
Skeidar has been using Lipscore to collect product reviews from its customers for a long time. They have now also started using Lipscore’s solution for Store Reviews to measure the customer experience in the physical stores.
Collaboration is crucial to succeed
In recent years, Skeidar has really started to accelerate online sales. The chain’s many department stores are also growing.
Skeidar’s marketing director Lars Thomte believes that many brands forget to build a strong organization when digitalizing their concepts.
«The secret behind our success is that we’ve become good at working together. Technology is not enough to succeed with an omnichannel concept such as Skeidar. You also need a strong organization, with talented and cooperative people at all stages»,
He highlights a fantastic sale during Black Week.
«In November, we tripled our turnover online compared to the same period last year, thanks to a highly successful Black Week campaign.»
Clear channel synergies
Thomte wants to praise his colleagues, and he believes they have created the future Skeidar concept together.
«When employees in 49 warehouses work together with our online store, customer service, marketing, logistics, IT and category, and pull in the same direction, you can create outstanding customer experiences. We’re seeing the result of our shared effort now.»
Skeidar is now growing rapidly online. They don’t want to say too much about their sales figures. But confirmes that online sales have become a significant part of their total turnover,
«But it also goes the opposite way — many customers order online after visiting a warehouse and get the products delivered home or perhaps to a store. Every customer journey is unique, but we see that both online and physical stores are central,» says Thomte, adding that all revenue from their online store is returned to the department stores to strengthen the community spirit.
Big focus on gathering data
To further strengthen their omnichannel concept, Skeidar has launched their own customer club, together with the Norwegian agency Oculos and the Swedish tech company Voyado,
They have also entered an agreement with Lipscore that will help them gather customer data. Skeidar started by collecting product reviews and has gradually also started to measure the customer experience in the physical stores using Lipscore’s solution Store Reviews.
«We want to be data-driven, and that’s why we believe it is important to know what the customers think about us and our products. We have long focused on product reviews. It really gives us a lot of exciting data. This is published on our website, but the data is also important for those who work with category development and purchasing who will get full control over what customers think about our products», says Thomte.
«In addition, we now measure the total customer satisfaction, both online and for each physical store. Skeidar wants to create good customer experiences, and then we’ll need to be data-driven in all stages»
Skeidar’s online store is developed by eCommerce agency Geta and is built on Optimizely (Episerver) and Microsoft Dynamics 365.
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