nemlig.com
the key word is Personalisation

Denmark's largest online supermarket revolutionises the shopping experience

00. FACTS
Grocery items

11,500+

Turnover

DKK 1.4b+

Sustainability

Donation of excess unpurchased products
Donation of fruits and vegetables past expiration to Copenhagen Zoo
97% plastic reused

NPS SCORE

Highest amongst Danish webshops 2018, 2019

AWARDS

1X DDA (Danish Digital Awards)
3X E-commerce Award

TECHNOLOGIES

Sitecore
Raptor
Salesforce Marketing Cloud

01. executive
summary

FOCUS ON THE CUSTOMER

Nemlig.com is responsible for creating a simple and personalised grocery shopping experience for Danes. Using a new motor to power the website built on Sitecore, scalability and speedy performance is ensured. Raptor and Salesforce Marketing Cloud have lifted the user experience through personalisation of product recommendation and a tailor-made marketing flow to match the customer’s buying patterns.

The close collaboration between nemlig.com and IMPACT has ensured positive results quickly, which has garnered multiple awards and the best NPS score among the top 20 webshops in Denmark.

+28%

increase in turnover

+159%

increase in the use of recipes

+63%

increase in traffic

02. THE
CHALLENGE

HOW DO WE CREATE
THE BEST EXPERIENCE IN
DAY-TO-DAY SHOPPING IN DENMARK?

nemlig.com’s vision is to make life easier for the Danes. To make the everyday more effortless for the busy consumer and give him or her complete freedom – to buy in EVERYTHING they need from one site, whenever and wherever they want, with delivery straight to their front door. The objective is to make nemlig.com the Danes’ supermarket of choice by creating a unique and 100% personalised customer experience. A shopping experience that has relevance and that also inspires the individual.

AWARD-WINNING COMMERCE

nemlig.com has revolutionised grocery shopping and has for several years topped the list at FDIH (the Danish eCommerce Association) with the best NPS score among Denmark’s most popular webshops. nemlig.com has won a host of prizes:

  • Gold, Danish Digital Awards 2018 in the “e-commerce” category
  • Gold Award, E-commerce Awards 2018
  • B2C company with an online turnover of more than 50 million DKK, E-commerce Awards 2018
  • B2C company with an online turnover of more than 50 million DKK, E-commerce Awards 2019*
  • Best Web Content Experience at the Sitecore Experience Awards 2018.

*This is only the second time in the 20-year history of the eCommerce Awards that the same company has won the category for two consecutive years.

03. THE
CONCEPT

A PERSONALISED SHOPPING EXPERIENCE

We believe that a personalised shopping experience results in a high conversion rate. Messages that strike a chord – in precisely the right context – result in customer engagement and, ultimately, higher customer loyalty. This is why the key word for the new kind of shopping experience on nemlig.com is personalisation.

Each and every customer will find their shopping is tailored to their needs, with individual preferences and buying history going into the personalised mix. Everything from landing to category pages is based on the individual’s shopping habits, which makes shopping simple, appropriate and stimulating. Whether the customer is sitting on the sofa, commuting, or at work.

AUTOMATIC MARKING AND PROMOTION OF FAVOURITES

Imagine a supermarket where the items you like the most are gathered in one place, ready to be placed in your cart. This is exactly what happens on nemlig.com. The customer clicks on the heart icon to mark their favourite items, which propels them to the most prominent position in the supermarket.

DELIVERY TO SUIT THE CUSTOMER

Customers can set a delivery time slot that suits them best. Early morning, mid-morning, afternoon and evening, orders are delivered straight to the door. The customer inputs their postal code and will then be able to choose a delivery slot and see prices. Now that’s easy!

RECIPES. STRAIGHTFORWARD. SIMPLE. SPEEDY.

For people at a loss to know what to cook, nemlig.com is the byword for inspiration. Search and discover amid 1,200 recipes. The grocery list can also be customised to suit individuals’ own tastes. With a single click, all the ingredients are placed in the cart.

We create a 100% unique experience and aim to make nemlig.com the easiest and most enjoyable place to shop for groceries

Stefan PlengeAdm. direktør nemlig.com
04. THE
PROCESS

CLOSE COLLABORATION PRODUCES RESULTS

Our collaboration with nemlig.com has been unique on all counts. The teams have worked together across all aspects of the process, from kick-off and analysis to development and implementation. A wide range of skills and different perspectives on issues make for excellent solutions – our close collaboration has produced positive results.

Sådan skaber nemlig.com en personlig købsoplevelse
ONE MISSION – ONE TEAM

The collaboration was kicked off with a big event, in which joint teams were assembled. After intensive market analysis, we determined our mission: to create Denmark’s most personal supermarket. Since then, we have collaborated intensively to enhance the user experience for nemlig.com’s customers. The joint development teams have created a solution that has raised the bar for Danish commerce. Today, we continue to work together on improvements and new initiatives.

Impact and nemlig.com win e-handelsprisen 2019
nemlig.com and IMPACT wan danish digital award 2019

Our targeted work on personalisation means that, within this branch, conversion rates at nemlig.com are in a class of their own.

Ask UllerupDirector, Group Strategy & Innovation; Partner
05. THE
OUTCOME

A SUCCESSFUL RELAUNCH OF NEMLIG.COM

Overnight, nemlig.com, together with IMPACT, switched the entire platform. The following morning, customers encountered a new and improved shopping experience and from the start, embraced the new website and welcomed the changes. The new nemlig.com website is part of a tendency that is shifting the boundaries of our daily shopping.

HIGH SCALABILITY. PERFORMANCE. AND PERSONALISATION.

The platform is built using the best technologies available, carefully selected to support nemlig.com’s business and the customer journey. Sitecore’s platform is the engine behind the overall website, ensuring high scalability and performance; Raptor’s personalisation technology generates unique product suggestions for each individual customer. Using these technologies, it is possible to give customers a shopping experience that resonates, inspires and feels personal.

WORLD-CLASS ON-BOARDING

When it comes to personalised marketing, nemlig.com excels. Initivatives based around digital marketing have provided new customers with world-class on-boarding. It is simple to join nemlig.com as a new user and what is more, the company retains its customers. The nemlig.com customer enters a marketing flow that is tailored to their individual buying patterns. Salesforce Marketing Cloud handles nemlig.com’s marketing automation. Personalised messages are sent via email, post, SMS and push notifications.

Impact har udviklet nemlig.com webshop
06. THE
RESULT

MORE CUSTOMERS AND INCREASED CONVERSION RATES

The focus on a personalised shopping experience has borne fruit: nemlig.com’s visitor and customer numbers have increased, and most importantly, turnover for the latest fiscal year grew by 28% . After just a few years on the market, nemlig.com’s turnover reached the DKK billion mark, and the online supermarket secured a place among the top 10 most popular Danish webshops.

Moreover, customers are increasingly making use of the comprehensive and inspiring recipe section. Since the relaunch of nemlig.com, page views for the recipe section have increased by 159%.

+28%

increase in turnover in the latest fiscal year

+159%

increase in the use of recipes

+63%

increase in traffic

WANT TO KNOW MORE ABOUT THE PROJECT?

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

Ask Ullerup er Director, Group Strategy & Innovation. Partner i IMPACT