Thank you for an amazing and insightful day at our Omnichannel Index event in Aarhus.

Great people, inspiring conversations, and actionable insights.

Our Omnichannel Event in Aarhus was full of great insights from a diverse lineup of speakers, all bringing unique perspectives to the stage. One key takeaway from the day is:

The importance of omnichannel cannot be overstated – focusing on enhancing your customers’ experience at every touchpoint, even the ones that might seem small and insignificant, can remarkably elevate your business performance.

…and here’s something we’re both proud and happy to have picked up from talking to the attendees:

Having a benchmark like the Omnichannel Index 2024 is a great way for brands and retailers to track their omnichannel performance and ensure they continue to challenge the status quo, always focusing on delivering exceptional, seamless customer experiences at all times, across all channels and touchpoints.

get a glimpse of how it went

A massive thank you to all our speakers

Lars Elsborg


SPORT24 A/S, despite being only 12 years old, has experienced significant growth, particularly since 2016. With approximately 200 stores, numerous webshops, and B2B divisions, the chain now commands a total retail turnover of around 2.2 billion DKK, making it Denmark’s largest sports retailer by a significant margin. 
In this speech, Lars Elsborg will talk about the 10-year journey he has been on, going from analog to digital. Lars Elsborg has a long carrier within the retail industry and his carrier gained momentum quickly with the establishment of own sports stores, employment as Business Development Manager at Intersport, then CEO of ØnskeBørn and Sportigan.

Karen Helweg-Larsen

Chief Digital Officer at IKEA, Denmark

Karen has worked in digital marketing and consulting since 2000 helping legacy companies embrace and grow digitally and has 19+ years of experience digital enablement and transformation working in Los Angeles and Copenhagen.

Since 2019, she has been leading the digital transformation in IKEA DK with her team; retooling legacy systems to establish a foundation for growth, building a stronger omnichannel experience for customers and coworkers, and activating a data-driven approach to business steering.

The past four + years, IKEA DK has implemented in-store tech solutions that improve the customer experience by reducing check out time, making it easy to locate products, and optimize the Click&Collect pick up experience.  At the same time, we have deepened our customer engagement by building out new customer meeting points and retooled the in-store experience to fit in the omnichannel reality.

Fatima (Fia) Gustafsson

Market Manager Gentofte & Copenhagen Stores, IKEA DK

Fia a seasoned IKEA retail operations manager with more than 25 years retail experience successfully leading people and operations in the US, UK, Saudi Arabia, Bahrain, Sweden and currently Denmark. Fia is known for her leadership skills, efficiency, and customer satisfaction focus.

Today Fia leads the IKEA Copenhagen and IKEA Gentofte stores, where she brings a focus on omnichannel performance to sales, operations, and people management.

As an accomplished retailer, Fia knows how to reach her goals by bringing business, people and technology together to create lean, efficient teams strengthening the customer and coworker experience as a result.

Rasmus Skjøtt

Chief Digital Officer at Søstrene Grene

Søstrene Grene opened its first store in the heart of Aarhus back in 1973 and are now operating in 12 different countries. Søstrene Grene has successfully integrated its physical stores with an engaging online presence, offering customers a seamless shopping journey.

In this speech, Rasmus Skjøtt will share some exciting insights. Rasmus has played a pivotal role in driving the brand’s digital transformation. Under his leadership, the company has achieved remarkable success in building a streamlined omnichannel platform that stays true to its roots while embracing modern digital trends.

Em Kuo

Global Group Product Manager for New Business Models at Decathlon

Em Kuo is a Digital and Consumer Product leader with 10+ years of experience in Product, Omnichannel Marketing and General Management across a variety of different sectors – Health & Wellness, Retail, E-Commerce, Re-Commerce (Sustainability, Circular Economy), Customer Service, Grocery and Entertainment.

Professionally, she has a breadth of experiences from Nike, Amazon and now on Decathlon where she manages the Technology and Sustainability areas. She holds a MBA + M.S. in Design Innovation (MMM) from Northwestern Kellogg School of Management and Northwestern McCormick School of Engineering and a B.S. from Duke University in Consumer and Organizational Psychology.

Kasper Holst

CEO at IMPACT Commerce

This year’s host is Kasper Holst, CEO and founder of IMPACT Commerce. With over 26 years of experience as a leading consultant and partner, Kasper has a deep understanding of digital commerce and marketing. He is known for leading IMPACT with a vision to create excellent, cohesive commerce solutions and digital marketing results for companies across industries.

With his expertise and passion, Kasper will guide you through our European market insights and Omnichannel Index findings conducted in collaboration with Google, which can inspire you to explore new growth opportunities.

Tanja Winterberg

Retail & Apps Specialist Manager at Google

More than 70% of worldwide online search requests are handled by Google, placing it at the heart of most internet users’ experience. With a mission to organize the world’s information and make it universally accessible and useful, Google plays an integral role in shaping the digital landscape for users worldwide.

In this speech, Tanja Winterberg will be presenting findings from the Omnichannel Index report. Tanja has worked at Google for 13 years, in a wide range of roles within digital marketing across various countries. For the past few years, she has led a team of Omnichannel Retail and App Specialists across Scandinavia and Benelux. With the focus on measurement and ad solutions that connect web, app and store, she supports the largest Retailers in the region with their journey of becoming truly customer centric by offering a seamless experience across channels.

Karoline Lotz Jonassen

Future Commerce Lead at IMPACT Commerce

Working with clients like BoConcept, Bestseller, Hugo Boss and Imerco, Karoline is an accomplished expert in digital commerce strategy, future trends, and emerging tech. With a passion for sustainability, purpose-driven business strategy and the future of commerce she specializes in helping retailers and brands develop and implement practices and concepts that future-proof their business.

Karoline has played a pivotal role in making The Index what it is today, and she knows the ins and outs of great omnichannel strategies like few others.

What is the omnichannel index 2024?

Now, in its fourth edition and alongside our new partner Google, this year’s Omnichannel Index is set to be the biggest and most comprehensive omnichannel study in Europe to date.

We’re reviewing 6 countries, +350 companies and 70 touchpoints, resulting in more than 25.000 data points.  

Together with the brilliant minds at Google, we’re putting every phase of the buying journey under a microscope to shed light on top-performers, key learnings and strategic opportunities in omnichannel commerce – and we look forward to sharing and celebrating the results at our exclusive grand reveal events. 

A big shoutout to our tech partners for making this event possible

Check out the picture from the stage – what a team!