Bog & idé
creates success story

Bog & idé has won the match when it comes to coupling their physical stores with their online presence. Time and again, the media highlight Bog & idé’s success with ‘click and collect’, which has increased the number of customers visiting a store after using the website by 60%. Using Raptor’s intelligent personalisation engine, they can incentivise customers – to the extent that the average turnover for customers who interact with Raptor’s recommendations is 189% higher than those who do not. During the corona virus crisis, the turnover index reached 477.

Indeks Retail, who operates the Bog & idé chain, was keen to increase sales in-store and at the same time make it easier for customers to order online.

The individual dealers had previously struggled to incorporate themselves in the chain’s digital commerce strategy, as they were expected to compete alongside the webshop. It was therefore the plan to encourage individual shops to help customers make online purchases and minimise conflicts between sales channels – a historically delicate matter for voluntary chains.

Since 2016, Bog & idé have worked proactively to enhance the buying experience with a customer-centric approach: they introduced personalised content across sales channels and made a concerted effort to draw customers into the stores.

The strategy can be boiled down to a single word: personalisation.

In their drive to become the most customer-oriented provider of books and novelties in Denmark, Bog & idé has implemented a number of omnichannel features.

‘Click and collect’ allows customers to place orders online and collect them at their closest Bog & idé store. There is now greater cohesion between the online platform and the physical stores and an increased number of in-store visitors.

An incentive structure has also been created, in which cash from online sales is automatically shared between the chain’s office and the individual store from which the customer collects their order. Today, 100% of all online orders are paid straight away, and 70% of all orders are collected from a local store.

STAGE 1 – IDENTIFY THE NEEDS OF VOLUNTARY STORES

Voluntary Bog & idé stores purchase inventory from Indeks Retail and longed for a better overview of the inventory status and delivery times. In response to these needs, the products were placed in an overall inriver PIM system, which accommodates Indeks Retail’s many different suppliers.

STAGE 2 – focus on CUSTOMER EXPERIENCE

Bog & idé sought to revitalise their online presence and give their customers simplicity, as well as a good shopping experience on each and every visit, online or in-store. Bog & idé’s online design has consequently been revamped to reflect the times. With a contemporary look, it galvanises customers to purchase through a variety of relevant campaigns. The design specifically backs the click and collect strategy and takes the entire customer journey into account.

STAGE 3 – HANDLE ORDERS AND PRODUCTS

The handling of Bog & idé’s goods from the various suppliers needed to be thought out more precisely, and the new online platform had to be built. In close collaboration with Indeks Retail’s IT department, we ensured that the platform was on the same page as the Order Management System which handles Bog & idé’s orders, payments, exchanges, etc. All of this had to be implemented across a wide variety of points of sale.

STAGE 4 – OPTIMISATION AND A FOCUS ON MARKETING

Following the launch of Bog & idé’s new sales channel, we have conducted ongoing testing of the site and its user-friendliness. We have made improvements and instigated new measures in response to the data and feedback. At the same time, we have worked objectively with data-driven marketing and improved the placements in organic search results. This and the client-specific recommendations for items has assured increased conversion rates – particularly on the mobile platforms.

The independent Bog & idé stores now have a B2B portal for placing orders from the main office.

The platform creates an overview of the more than 200,000 products, shared campaigns and return orders, as well as delivery and invoicing information. It makes ordering considerably easier for stores and also facilitates processes such as sales campaigns by the chain office.

The B2B platform is constructed in the same Sitecore solution as Bog & idé’s new B2C platform. This means that users can easily see where their goods are in stock and be informed of exact delivery times to the store.

The omnichannel functionality implementation is thus complete.

To ensure that the B2B and B2C solutions share the same data set, Bog & idé has been given an inriver PIM system. It creates an overview of the more than 200,000 products, campaigns, return orders, and product data.

Bog & idé has also implemented Raptor Smart Advisor. All customer touchpoint data is collected in one place, including online clickstream and behavioural data, advertisement preferences, email and, not least, POS data from the physical stores. The result: a single starting point for personalisation of the individual’s buying experience.

With personal recommendations and intelligent suggestions for customers, Bog & idé creates a 1:1 personalisation of the customer experience – thanks to Raptor’s personalisation engine.

Bog & idé’s solution caters for its many physical stores as well as all users.

The solution won the award for Best Web Content Experience in the Nordic area at the 2018 Sitecore Experience Awards. In 2020 the solution came in at third place at the Danish Digital Awards in the Personalisation category.

Bog & idé has succeeded both online and offline; this in a market that is under extreme pressure.

Their focus on personalisation, recommendations and up-selling as well as cross-selling has had a positive impact on the bottom line. Consumers are placing more orders online as well as in-store. The average turnover on customers that interact with Raptor’s recommendations is 189% higher than those who do not.

It is also clear that customers are being enticed into the stores as a result of the massive focus on click and collect. Now, 60% more customers are coming through the doors after visiting the webshop.