Illums Bolighus is one of Denmark’s strongest and most recognizable brands and the continued success in the department stores needed to be integrated into a top-modern e-commerce platform.
The new webshop had to have international class with a customer-centric approach from the first click to order delivery. Hence, the processes needed optimization and automation. Until now, orders and freights were handled manually from their own warehouse. Moreover, the buying experience should have the same clean and stylish elegance that characterizes the brick-and-mortar stores.
CONTROLLING THE CUSTOMER JOURNEY FROM FIRST CLICK TO ORDER MANAGEMENT
Together with Make, Alpha Solutions has designed and developed a new digital setup that gives overview and control to both customers and Illums Bolighus.
The solution is built on Salesforce Commerce Cloud with an integration to inriver PIM, where product data and taxonomies are being managed. The core of the solution, however, is the enormous focus on customer data and the support of the complete customer journey.
Alpha Solutions implemented Salesforce OMS that integrates natively with Salesforce Commerce Cloud and Salesforce Service Cloud. Briefly put, Illums Bolighus gets the famous 360 degrees customer view because data is stored in one place. With a single source of truth, customer service, sales, and marketing all have access to the same customer data and can follow the buying process from start to end.
A STEP CLOSER TO UNIFIED COMMERCE
The latest addition to the solution is a Click and Collect feature in both the Danish, Swedish, and Norwegian markets. The initiative is a part of Illums Bolighus’ strategy to unify online and retail in order to support the customer journey in every single touchpoint.
Inventory management has also been upgraded with Omnichannel Inventory (OCI). OCI will be the backbone of the Click and Collect solution and is a Lightning Experience product from Salesforce. OCI adds real-time stock records and eliminates the risk of over- and/or undersell in peak periods. Moreover, OCI offers a central stock overview so Illums Bolighus can self-administer inventory lists for both offline and online shops.
The shop assistants have also received a new, user-friendly tool next to the cash register: A Retail app, built on Salesforce Digital Experience Cloud where employees can manage the store’s Click and Collect orders. Illums Bolighus is therefore able to support their customers through the entire buying journey as order data is synchronized across all systems.
LOYALTY CLUB ACROSS PLATFORMS
A part of the project also involved a digitization of the loyalty club, No1, which has become an integral part of the new, digital solution. Previously, it was only possible to benefit from the loyalty program in the physical stores, but now customers can collect points in both online and offline channels.
CONSIDERING THE LOCAL MARKETS
With stores in four different countries, it’s always important to consider tailoring your services based on the differences in the respective markets. Therefore, Illums Bolighus has contemplated various payment and delivery options into the solution so online shoppers comfortably can choose their preferred choices in the checkout flow.
ONLINE RETAILING AT A NEW LEVEL
With their new digital commerce strategy, Illums Bolighus reaches a new level that corresponds with the expectations modern online buyers have nowadays. Making the company highly competitive in the industry, both locally and internationally.
With the current system landscape, the business has both been digitalized and automated. With a greater overview and transparency, they offer a significant higher quality in the process both before and after the transaction, ensuring a higher customer satisfaction.
ABOUT ILLUMS BOLIGHUS
Illums Bolighus was originally founded in 1925 under the name of BO, with a concept truly unique for its time. In 1941, it was renamed to Illums Bolighus A/S. Through the years it has played an important role for Danish interior design, providing its international status of today.
The company now has 18 stores in Denmark, Norway, Sweden, and Germany.
JAKOB HUUS ANDREASEN
Director of Sales