As the region's premier retailer for over 150 years, Stockmann has history, tradition, and recognition - but what's the secret to making a fresh start in the age of omnicommerce?
As a 150-year-old retail giant, Stockmann has been beloved by generations of Finnish shoppers. Yet Stockmann had fallen out of touch with modern customers and their increasingly complex shopping habits. There was obviously work to do, and it wasn’t going to be easy - we happily took on the challenge. Together with Stockmann we formed a new digital vision and a strategy to reach it. We said goodbye to organizational silos, streamlined the IT department, and prioritized ongoing projects. As a result, Stockmann offers better services to their customers and reacts in a more agile way to their changing needs. In addition, we helped Stockmann rethink its digital presence: developing an omni-channel approach, as well as redesigned and rebuilt stockmann.com and hullutpaivat.com.
Stockmann stands for the best service in town. Stockmann’s shopping experience needs to reflect this by answering today’s hyperconnected customer’s needs. To this end, we helped Stockmann build an omni-channel approach from the customer’s point of view. This approach combines the best aspects of their physical stores and the untapped potential offered through their renewed websites — to create a seamless shopping experience for their customers.
From a customer’s perspective, one of the key assets Stockmann has against commerce giants such as Zalando and Amazon is being able to access products quickly. Customers can now easily browse through Stockmann’s extensive selection and immediately see availability on stockmann.com. Customers have immediate access to the products they want in the physical stores, and Stockmann’s stylists await them with a suit of renewed in-house services, such as fashion style services and interior design services. For products that are not available in stores, customers can now find availability by looking at an employee’s iPad application or stockmann.com. Doing so helps the customer find the products they want. The result shows a two-way formula, where today’s customer can move from stockmann.com to the physical Stockmann stores and vice versa — all in a seamless shopping experience.
Stockmann’s Hullutpäivät is one of the most successful retail events in Finland. For a five day period, two times a year Stockmann’s stores and Hullutpaivat.com are crowded by thousands and thousands of customers hunting great deals. An enormous number of visitors make Hullutpaivat.com the most challenging webstore in Finland. Previously, the webstore had crashed during the event because of the heavy traffic load. But no more, thanks to Motley and Reaktor. Together with Reaktor, we designed and developed the new Hullutpaivat.com. It was made with custom code, using React.js and Node.js technology. After launch, Hullutpaivat.com hasn’t crashed a singe time, and conversion has significantly improved which means that visitors are more likely to buy something than earlier.
A brand identity to reflect class and quality, both traits which Restalaite has built its reputation on over three decades.
The road to change begins with the brand
In the October 2017 edition, customers made over 60 000 orders online during the 5-day event - a 25% increase over the previous autumn and a new record by far.