How Hifi Klubben built a winning omnichannel strategy: Insights from the CDO
What does it take to win Denmark’s best omnichannel experience? HiFi Klubben’s CDO shares his perspective.
Danish customers have spoken! Among 170 retailers, Hifi Klubben has been recognised as Denmark’s best Omnichannel Experience, winning the top award at Retail Refresh by Retail Institute Scandinavia – based on feedback from 3,000 customers.
To learn more about the strategy behind this success, we sat down with their Chief Digital Officer (CDO), Morten Qvistgaard, to discuss what sets them apart and what’s next for their omnichannel journey.
Here’s what he had to say.
IT’S ALL ABOUT PEOPLE
For Hifi Klubben, the foundation of the omnichannel success lies in one simple principle: getting everyone on board.
“It’s not about the latest tech or services,” Morten says. “It’s about making sure every person in the business, from leadership to the store staff, is part of the journey.”
He points out that success doesn’t come from launching the most advanced features but from creating a holistic experience. “It’s the sum of all the small pieces – over 40-50 features that work together – that create a seamless journey for the customer,” he adds. His best advice?
Focus on solving the right problems, getting the right people on board, and ensuring everyone is aligned. Don’t rush into tech, features, and functions before you have the organisation on your side. People make the difference.
A key part of this strategy is how they’ve integrated Hifi Klubben’s franchise stores into the omnichannel framework. “We distribute online sales to the stores based on proximity to the customer. So, when a customer buys online, the store closest to them benefits. This ensures that no channel cannibalises the other, and it keeps the store staff motivated to engage with the digital side of the business,” Morten explains.
This clever approach ensures that both online and offline channels work hand-in-hand, providing customers with a consistent experience, regardless of where they choose to shop.
What’s Next for Hifi Klubben?
Looking ahead, Hifi Klubben is focused on having store employees take on a bigger role in the digital experience.
“One of our strongest assets are the employees in our stores – they’re passionate about the products and are already an integral part of the customer experience. Our goal is to bring that energy and passion into the digital space. We want to deliver the same level of content and service online that our staff already do so well in-store,” Morten says.
bringing the omnichannel strategy to life
At IMPACT Commerce, we have the privilege of working closely with Hifi Klubben to bring the omnichannel strategy to life. Here’s what Morten has to say about our collaboration:
“When it comes to the tech side of things, IMPACT Commerce has been a key partner for us. What’s great is that they bring the right experience and competencies, especially in retail and omnichannel. They understand the challenges we face and have the experience to solve them.”
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