HiFi Klubben

Quality is a keyword for HiFi Klubben. It characterises the company's new omnichannel solution, which connects online and physical stores together.


95 physical + 5 online


Norway, Sweden, Denmark, Germany and the Netherlands


3rd place at the E-commerce Awards 2020 in the category of "Best omnichannel enterprise"






Episerver CMS
inRiver PIM

01. Executive Summary


HiFi Klubben does not compromise on quality – including in its commitment to creating the ultimate omnichannel solution. Its microservice IT architecture meets customer requirements for quality, speed and omnichannel retail, while OMS and PIM systems create a unique buying experience across channels.

The solution is built with Episerver, while an inRiver PIM system has professionalised the use of product data.


increase in conversion rate


increase in digital sales


increase in the use of collect in-store

02. The challenge


You still need physical stores to sell world-class sound online. The customers have to be able to touch, see and, not least, listen. It’s thus irrelevant to HiFi Klubben whether a sale is made online or offline – what’s much more important is that the two channels support each other.

As part of a larger redesign and strategy process, HiFi Klubben wants to make the customer journey even less channel-dependent. All of the company’s five online stores and 95 physical stores – in Denmark, Norway, Sweden, Germany and the Netherlands – must radiate the same quality as their products. The ambition was to create the ultimate omnichannel experience.

This set in motion what would become HiFi Klubben 3.0.

HIFI Klubben Stereo Couple Omnichannel
03. The concept


HiFi Klubben’s vision of omnichannel retail is not only about technical features: it’s just as much about small features and sublime customer service that reduces channel friction and seamlessly melds the buying experience. Click here to watch a video about HiFi Klubben 3.0.

IMPACT has helped HiFi Klubben with five tasks:

  • Modern IT architecture
  • Implementation of redesign
  • Professional use of product data
  • Omnichannel features and services
  • Strategic coaching

We chose IMPACT because they don't just offer technical development. They take responsibility and dare to challenge us, which has meant that our solutions are now even better

Karsten BirkelundDirector, eCommerce & Omnichannel, HiFi Klubben.


It requires convincing product data to sell quality sound online. As part of HiFi Klubben 3.0, the use of product data also needed to be professionalised in order to reflect the strong product knowledge and expertise online.

Prior to the collaboration with IMPACT, product enrichment took place directly in the e-commerce platform, which limited the use of product data to the website only. Communication, file exchange and the orchestration of translations were all handled by email. Vast amounts of Excel spreadsheets were needed to manage product launches and identify priorities.

All of this combined meant unstructured processes and a longer time to market than necessary. To overcome this challenge, the PIM concept focused on:

  • Parallel enrichment process
  • Relevant user roles
  • Easier communication with translators directly in the system
  • Structured processes
HiFi Klubben Multi Room Omnichannel
04. The technology


HiFi Klubben’s ambitions required a modern microservice IT architecture that supports customer requirements for quality, speed and omnichannel. HiFi Klubben has now established an Order Management System (OMS), which forms the foundation for a new and modern POS system. OMS makes it easy to dispatch orders efficiently across multiple locations and warehouses.

The choice of microservices makes it easy for HiFi Klubben to scale and use the technologies that are best suited for each individual task. Time to market is reduced, as the technologies function independently of each other.

HiFi Klubben’s solution is built using Episerver CMS, which quickly makes it possible for multiple editors in different countries to send out campaigns and quality content on sound.

HiFi Klubben Omnichannel IMPACT surround

inRiver PIM has been selected to handle the company’s product data, as the system is a good fit in relation to the volume of product data. The implementation has structured processes regarding product data so it is more linear without expensive intermediaries.

HiFi Klubben's solution is in a league of its own. They have dared to invest in some of the latest technologies and this raises the omnichannel experience to new levels

Morten QvistgaardSenior E-Business Consultant, IMPACT
05. The solution


Quality is a keyword for HiFi Klubben. It also characterises the company’s new solution. HiFi Klubben has created a massive online showroom filled with inspiration and advice.

Services such as an extended returns policy and extended warranty for customer loyalty club members remove the uncertainty of shopping for exclusive sound systems online.

HiFi Klubben has also connected its online and physical stores by enabling customers to book a free sound demonstration in their local store. On the product pages, customers can see the availability of the demo model as well as the product’s stock status.

The customers are also invited into the physical stores for events and other omnichannel features such as collect in-store. This strengthens the customers’ attachment to HiFi Klubben and to their local store in particular.

The physical stores have also received a makeover. They increasingly function as demo rooms, where the sound experience is pivotal and all products can be dispatched from the central warehouse in a very short space of time – either to the store, with some last-minute advice and instructions included, or directly to the customer. The salespeople can close the sale anywhere in the store just by using a tablet or mobile phone.

PIM 3.0

The professionalisation of product data has increased the buying experience online. Customers are met by product descriptions that are in a class of their own. They are considerably longer than typical product descriptions because they describe the individual product in full. The customers also receive expert evaluations of the individual products, links to reviews, and are shown accessories for the individual products.

HiFi Klubben is in full swing with improving its PIM setup. The enrichment and translation process has been streamlined, and the company has established a scalable inRiver PIM setup to match its ambitions.

Once the PIM system is fully implemented, HiFi Klubben can:

  • Expand its product range to include spare parts
  • Perform direct integrations with a translation agency
  • Expand the “Contribute” function, so suppliers have the opportunity to take part in the enrichment process
  • Add more channels
HiFi Klubben Gammel mand IMPACT Omnichannel

We've gone from unstructured data to structured data, which can be filtered and searched, and it has become easier to edit products in bulk. In the long term, our PIM setup will generate great value for us

Karsten BirkelundDirector, eCommerce & Omnichannel, HiFi Klubben.

Over the course of one year, HiFi Klubben has had numerous big product launches. These have also become easier to handle with the new PIM setup. Products can quickly be placed online with priority given to the most important products, so these are enriched first.

06. The result


HiFi Klubben’s new omnichannel solution has resonated across the market. The solution took the 3rd place at the E-commerce Awards for best omnichannel enterprise, and in a short space of time, the solution has significantly increased HiFi Klubben’s turnover.


increase in conversion rate


increase in digital sales


increase in the use of collect in-store