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Influencer-markedsføring og unikke produktlanceringer er blevet en måde, hvorpå e-forretningsdrivende både kan øge deres salg og udvikle deres egne varemærker. Nordicfeel har satset stort på denne strategi, og virksomheden gennemførte for nylig en ny parfumekampagne sammen med Linn Ahlborg – en af Sveriges største youtubere, influencere og bloggere. Samarbejdet medførte en besøgsrekord, og tilstrømningen til kassen stillede store krav til e-handelsplatformen. Via partnerskabet med Litium lykkedes det Nordicfeel at håndtere den voldsomme trafik, der opstod i forbindelse med lanceringen – en trafik, der til og med overgik Black Friday-niveauer.

 

I et mere og mere konkurrencepræget e-handelslandskab er det vigtigere end nogensinde tidligere at kunne skille sig ud og finde nye måder at nå ud til forbrugerne på. Influencer-markedsføring er blevet et normalt element i mange aktørers markedsføringsstrategier, og det er noget, som har resulteret i øget salg for den store parfume- og skønhedsvirksomhed Nordicfeel. 

– I dag udgør influencere en succesrig andel af vores markedsføringsstrategi. Vi har mange langsigtede partnerskaber med store influencere, såsom Bianca Ingrosso, Ida Warg og Maja Nilsson-Lindelöf. Dette medfører, at troværdigheden øges, og det har genereret mange bestsellere, fordi vores influencere har omtalt produkter, som de virkelig godt selv kan lide, siger Julia Bergenstråhle, e-handelschef hos Nordicfeel.


Flere besøgende end under Black Friday

Nordicfeels seneste store influencer-samarbejde blev gennemført sammen med Linn Ahlborg, som sammen med Nordicfeel udviklede sin egen parfume, Hot Shot But Hotter – opfølgeren til Hot Shot. Kampagnen genererede ikke blot et stort antal produktforespørgsler fra interesserede forbrugere, men også en stor hype på de sociale medier samt en besøgsrekord. 

– Det var fantastisk at se, hvilken interesse kampagnen genererede, og hvor hurtigt parfumen blev udsolgt. Vi havde ekstremt mange forespørgsler, og da parfumen blev frigivet, lå besøgstallet over vores Black Friday-niveauer, fortæller Julia Bergenstråhle. 

Nordicfeels satsning på sine egne parfumer og sit eget varemærke er en del af en langsigtet strategi for virksomheden, som fortsat ønsker at skille sig ud på markedet. 

– Private label er utroligt vigtigt nu, hvor der findes så mange forskellige aktører på markedet. Vi anvender dette som en måde at skabe vores egen identitet på og til at skille os ud. Samtidig hjælper det os med at styrke vores egen duftkategori, hvor vi allerede er stærke, og til at udvikle vores profil som duftdestination, forklarer Marcus Johansson, underdirektør og COO hos Nordicfeel.  


Høje tekniske krav

Kampagner med meget højt fokus, som f.eks. samarbejdet med Linn Ahlborg, stiller høje tekniske krav til e-handelsplatformen, som skal sikre en god brugeroplevelse på trods af høje besøgstal. Kampagnerne kan generere op til fem gange så meget trafik, hvor alle besøgende forventer, at websiden indlæses hurtigt. Nordicfeel har valgt Litium som platform for digital handel for at kunne være fleksibel under spidsbelastninger, såsom produktlanceringer og begivenheder som Black Friday. 

– Platformen er i sig selv fleksibel, og den har en stabil kerne, som Litium hele tiden videreudvikler. Derudover giver platformen mulighed for at udbygge funktionaliteten, når det er nødvendigt, og den kan hurtigt integrere nye tjenester, der f.eks. kan medvirke til at øge og styre den personlige tilpasning i forhold til kunderne. Fleksibiliteten bliver vigtigere og vigtigere, og det gælder om at være på tæerne, når ny funktionalitet dukker op i branchen, konkluderer Björn Carling, CTO hos Nordicfeel.

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Malin  Bodolla
Chief Marketing Officer
To sell real estate online may seem like a great challenge. This, despite the fact that the majority of customers are accustomed to making large and small purchases online. Presumably, the greatest challenge is making customers feel they have enough information and inspiration to go through with a large online purchase. This has been a challenge in basically every industry, even those that now are e-commerce savvy.

To sell real estate online may seem like a great challenge. This, despite the fact that the majority of customers are accustomed to making large and small purchases online. Presumably, the greatest challenge is making customers feel they have enough information and inspiration to go through with a large online purchase. This has been a challenge in basically every industry, even those that now are e-commerce savvy.

The automotive industry is an example of an industry that has been very successful in e-commerce, despite the great expense and complexity of their products. They identified that, given relevant information, customers tend to immediately make a purchase or decide to make a purchase in the future. The automotive industry utilizes smart strategies such as configuration, which allows customers to build their own car digitally. The configuration contains relevant, simple facts on each of the car’s components, making it easier for customers to “build” the car of their dreams.

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Samuel Akay
Sales Executive
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Ludvig Block, produktchef på Litium
An all-new version of Litium's cloud-based ecommerce platform was launched at our annual customer and partner event. Litium 7 puts the customer experience in focus and has been developed to provide the natural hub for tomorrow's ecommerce solutions.

Ludvig Block, Chief Product Officer, at Litium, presented Litium 7 at our customer and partner event ACCELERATE 2018. He explains the thinking behind the new release. 

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Anna-Karin Evegård
Marketing Manager
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Handskakning i neon
The report “Swedish B2B Commerce in 2017” has given us many insights into what companies in Sweden consider to be a successful involvement in e-commerce. For an investment in digital commerce to live up to the expectations a B2B company has, it has become increasingly important to successfully integrate the e-commerce solution with other business and support systems in the enterprise.

There are high expectations when it comes to what an e-commerce solution can bring the enterprise and what it can do for sales. Ninety-four percent of Swedish B2B companies think their own digital sales will increase in the next three years, and a third think that sales will increase by over 25 percent.

According to Swedish B2B Commerce in 2017 the strongest driving force behind a digital initiative is a wish to simplify administration and streamline sales, closely followed by a desire to increase the level of service to customers. For an investment in digital commerce to achieve the desired results, you often need more than a new e-commerce solution, however.

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Fredrik Hrdlicka
Sales Executive
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Bilder från detaljhandelsbutik.
Just because more and more stores are closing doesn’t necessarily mean we have to talk about the death of retail. Certain people argue that it's more a case of a retail renaissance that we are experiencing right now. Traditional stores are on their way out, but are leaving room for increasingly experience-based premises.

During the 2018 D-Congress in Gothenburg, the “new store” was a hot topic of conversation. The majority of people there agreed that bricks and mortar stores have gained an entirely new purpose with the forward march of e-commerce. New expectations from customers create new and higher demands on what a store should be today. According to a survey by Eventbrite the millennial generation puts far more value on experiences and events compared to earlier generations.

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Gustav Tranback
Gästbloggare
Skylt med text
With 490 stores in 18 countries and EU-wide online sales, fashion chain Lindex is anything but a rookie when it comes to omnichannel sales. After having an online presence for over 10 years, Lindex has more experience and greater knowledge of digital retailing than most retailers. Lindex is now on the threshold of the next generation e-commerce solution. With the aim of further developing its leading position within omnichannel retailing, the plan is to launch all-new e-commerce on the market in 2018.

Henrik Sörstedt joined Lindex’s digital journey two years ago. Since fall 2017, he has been Director of Customer Experience, a new role within Lindex with responsibility for the brand's digital strategy and channel development which aims to supports Lindex’s e-commerce operations.

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Åsa Lundborg Ling
CMO
It's arrived. This year’s edition of the Swedish B2B Commerce survey. Last year, we could see that there was a lack of proper statistics on digital commerce between companies in Sweden, which is why we produced the report, Swedish B2B Commerce, and we now want to repeat last year's success. We wanted to take the temperature of digital B2B commerce again, and produce data to enable comparisons with last year’s findings and see what has changed. We present some of the most important and clearest observations below.

There are no signs that digital commerce is slowing down.

As we expected, digital commerce between companies continues to rise in Sweden. When it comes to the number of B2B companies that benefit from digital commerce, last year's figure of 57% has increased to 67%. In other words, around two-thirds of B2B companies in Sweden have digital sales today. Of those that pursue digital commerce, the vast majority agree that their own digital commerce will increase over the next three years. And of those that have not gone down the digital sales route, 53% are planning to do so within three years. Everything therefore points to digital B2B commerce continuing to rise in Sweden moving forward.

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Åsa Lundborg Ling
CMO
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