Kaufmann
Seamlessness across all touchpoints

When exceptionally good customer service can be felt through the screen.

00. facts
Physical stores

45

Chains in operation:

Kaufmann, Quint, Axel

Brands

+60

Founded

1908

Sustainability

FSC-certified and sustainable packaging

TEKNOLOGIER

Salesforce
Sitecore
Raptor
Solr
Zendesk

01. EXECUTIVE SUMMARY

OMNICHANNEL CREATES THE PERFECT CUSTOMER EXPERIENCE 

Kaufmann has created the perfect customer experience, which generates online revenue, connects physical and online stores, and recruits customer club members. 

The solution is built on the best of breed-technology with some of the strongest players: Sitecore, Salesforce Marketing Cloud, raptor, Solr, and Zendesk. 

02. THE CHALLENGE

MULTI-BRAND COMMERCE IN A SINGLE PLATFORM

The Kaufmann chain’s digital presence was sorely in need of an in-depth revamp. Growth, processes and the buying experience all need to shift up a gear. Together with Kaufmann, we built a multi-brand solution that integrates the business across brands and channels.

Kaufmann omni-channel b2c ecommerce is created by impact
03. THE CONCEPT

STRATEGIC FOCUS: THE PERFECT CUSTOMER EXPERIENCE

Kaufmann focuses on good quality and superlative service. At every touchpoint, the perfect customer experience should be at the forefront. Also online. The task was thus to create a seamless omnichannel buying experience for end customers. It was essential that they should be able to perceive the special Kaufmann universe and level of service, even when online.

For us, it is about creating an effortless transaction that follows the customers through any channel they find themselves in. This way, we can adapt to customers’ expectations and needs. The new universe allows our customers to seamlessly travel between sales channels

Ulrik Egede LarsenE-commerce Manager, Kaufmann

OMNICHANNEL WHERE THE CUSTOMER IS KING

In order to create a seamless experience, Kaufmann had to get better at gathering data about their customers and bringing them into play. The vision consisted of creating personalised content and 1:1 marketing in both online and offline channels. One of the first steps was therefore to map customers’ behaviour. We could then obtain an overview of customer groups and their behaviour, and work on a script for the different customer journeys.

Our excellent and long-term relationship with Kaufmann means that we can develop and help improve each other. We focus on the long-term interplay between the physical and online shops. At the same time, pragmatic solutions have to be found in order to solve problems or else make instant improvements to the business

Morten QvistgaardSenior E-business Consultant
Kaufmann offers click and collect as a part of their new b2c ecommerce
04. the
solution

OMNICHANNEL SOLUTION THAT SUPPORTS THE ENTIRE CUSTOMER JOURNEY

Kaufmann’s ‘Click & Collect’ solution not only generates turnover in the webshop but also sends traffic to the stores. Even if the customer has purchased an item from their home, the sale is registered in the shop’s till. This approach ensures that individual shops ‘buy into’ the omnichannel strategy.

Best-of-breed TECHNOLOGY

Kaufmann’s commercial platform is built using the strongest technologies on the market. The platform’s solid foundation is built using Sitecore’s web content management system. Dialogue marketing is carried out via Salesforce Marketing Cloud. The personalisation is handled by Raptor. Search is managed by Solr. And Zendesk accounts for the sharpest customer service in the market.

SWAP SORTING: OUTSTANDING VISUAL MECHANDISING

Have you ever found that a webshop shows only one type of product? And are you also of the opinion that it could be made more inspiring? At Kaufmann, the problem has been solved through the implementation of ‘swap sorting’. Within every product list, Kaufmann can now define how products relate to each other. The e-commerce team can thereby ensure that products in the same category or colour are not repeatedly shown.

05. The
result

A LOYALTY CLUB WITH GREAT AMBITIONS

Together with Kaufmann, we have created a loyalty club which you can join online or in the physical store. One of the drivers is the possibility of registering payments and adding them to the customer profile. Besides this being good customer service, of course, it is also a means of ‘nudging’ customers towards a closer relationship with Kaufmann.

+10%

increase in basket size

+108%

increase in mobile device turnover

+19%

increase in mobile device conversion

WANT TO KNOW MORE ABOUT THE PROJECT?

Contact Morten, who will be happy to tell you the whole story.