OMNICHANNEL MUST BEAT ZALANDO AND BOOZT
26. May 2020
Skoringen will be the industry’s leading omnichannel company in the Nordic region. As the first big step, the webshop and physical stores are now merging. So are content and commerce.
Skoringen is an expert in shoes. The chain will make this clear to its customers by taking on international giants such as Zalando and Boozt and by using their expertise, omnichannel and personalized buying experiences.
A crucial part of the digital upgrade was to create Scandinavia’s best omnichannel solution. This is now a reality.
We have great digital ambitions. But we are nothing without our physical stores. That’s why it makes perfect sense for us to merge offline and online even more.
ENDLESS AISLES: NO CUSTOMER SHOULD HAVE TO WALK AWAY EMPTY-HANDED
Skoringen’s ambition is clear: They will create a shopping experience on a par with the best omnichannel players, so that customers get the same great experience on the street as they do online.
The online assortment has therefore been expanded to strengthen the reach of the physical stores. Order-on-behalf functionality ensures the stores have endless aisles, so salespeople can order goods from the webshop for the customers.
Customers can also check the local store stock from home and select the “Need it today” filter. The filter only shows those items that are available in the selected store.
KIDS’ WORLD AND EXPERTISE ARE LINKED TO COMMERCE
To differentiate themselves from the major players, Skoringen will share their expertise online. That’s why they’ve created a kid’s world where commerce and content come together.
Parents can read about children’s different stages of development, how they can help children to put on their own shoes and what they need to know about a child’s first pair of shoes.
Personalization is also a big part of the shoe store chain. When customers visit the shoe store online, they can segment the content so that their search matches their needs.
USER-FRIENDLY EDITING EXPERIENCE
Skoringen’s commerce platform is built on the latest version of Umbraco headless CMS. Umbraco provides editors with an easy-to-use system where they only need to create content once, while simultaneously segmenting content into seven different segments. Editors can also easily add content to both product lists and product pages.
In this way, Skoringen can give advice where it makes the most sense along the customer journey.
Skoringen came to us with the big ambition of intertwining online and physical stores closely together. And we've succeeded by ensuring that the solution lives up to the modern consumer’s habits and expectations
The next step in Skoringen’s omnichannel journey is to soon launch a new loyalty platform and club concept.
Together with a Customer Data Platform, this provides the shoe store chain with good opportunities for creating strong relationships with customers, just like their ability to recognize customers across channels.
This ensures a personalized experience for customers, whether they shop online or in the local store.