Background

The new online shopping solution was an important part of the Nilson Group's huge investment in the FEETFIRST concept, which makes it easier for shoe lovers to buy shoes from the various chain stores, both online and in physical stores. FEETFIRST linked online shopping and physical stores in an optimal way and will be the first step in a major omni-channel investment. “Finally, we can offer each customer a wider range and a simplified buying process. This is a common thread that runs through all of our channels whereby we always put the customer first,” says Mats Nilsson, Managing Director of the Nilson Group.

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Kenneth Lyngshede
VP Nordic Sales & Business Development, Knowit Experience
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Challenge

One of the biggest challenges with the new online shopping solution was creating a clear design and simple navigation, not just to simplify the buying process but also to inspire the customer to shop at the different chain stores under the same digital roof. 

As each chain store in the Nilson Group has robust and well-established brands, it was vital to let them preserve their visual identity and allow them to provide unique and adapted content. Combined with an overall identical navigation and structure, this gives the customer an overall user experience that reinforces the digital totality. This provides the customer with the option to shop in some of the chain stores or to explore the entire range of goods through FEETFIRST in the same way as in physical FEETFIRST stores.

The large and broad product range that FEETFIRST offers also brings with it the challenge of helping the customer find the right shoe. This imposed major requirements for searching, navigation, filtering and sorting. Moreover, an option to provide inspiring recommendations, enhance promotions and other relevant information in both category and product entries and editorial material was also needed. EPiServer Find, with options for functions such as “search as you type” and ”did you mean?” constitute a vital part of the online shopping platform.

Another major challenge was linking online stores and physical stores, with more than 300 stores in Sweden, Norway and Finland. For example, customers had to be able to collect and return their goods free of charge at the stores. Other examples of functions that transcend the boundaries between the different sales channels include finding the stock status of a specific shoe, but also finding stock information for a specific store.

Technology

The online shopping platform is based on EPiServer Commerce and EPiServer Find with integration with the Nilson Group’s various back-office systems. Products, categories, inventory balance, customers and other data are integrated with Nilson’s self-built buying system. Links to order flows are made against delivery, picking and packing. All transactions are sent directly from the EPiServer to Nilson’s checkout system, Extenda, which is used in the stores. Klarna Checkout has been implemented as the payment solution and Retain24 for the use of gift cards. There is also a link to use bonuses from Nilson's customer club. iP1 is used to send text messages indicating status of customer orders, and Vergic is used to permit customers to chat with customer service personnel.

The project

A preliminary project was conducted to clarify the objectives and strategy of the online shopping platform and develop a design concept and technical specifications. Then the actual implementation of the project started. This was run in accordance with Knowit Experience’s Agile methodology with sprint deliveries every three weeks over a period of six months.

“Complete transparency and clear communication from both us as buyers and Knowit as partner have been a success factor in the project. 

Naturally, we have had problems along the way, but there has always been a common focus on the final goal and the most optimal way of reaching it together,” says Anders Ammilon, Business Process and IT Development Manager at the Nilson Group. 

The project was launched in late summer following an intensive acceptance test period. The excellent cooperation is continuing in order to further develop and optimise the online shopping platform as new needs arise.

The result

Only a few months after the launch, the Nilson Group is able to see increased conversion to online shopping, and previous sales records have been beaten. “It has been a tough journey, but the new online shopping solution is selling as never before. We are very satisfied with Knowit Experience as a partner, and in 2017 we will continue the investment together towards world-class Unified Commerce,” says Mats Nilson. 

Learn more
Kenneth Lyngshede
VP Nordic Sales & Business Development, Knowit Experience
Contact me
Contact me

By contacting us you consent to Knowit handling your e-mail address and your name for the purpose of sending the requested information to you.

The party ultimately responsible for handling of personal data is either a subsidiary within the group or Knowit AB. If you know which Knowit company is the controller, you can contact that Knowit company directly, and you can always contact us at dataprotection@knowitgroup.com.

We store information about you for as long as we have your consent. You can at any time revoke your consent by clicking on Unsubscribe. The processing is performed in accordance with Knowit’s privacy policy.

Do you want us to give you a call?

By contacting us you consent to Knowit handling your e-mail address and your name for the purpose of sending the requested information to you.

The party ultimately responsible for handling of personal data is either a subsidiary within the group or Knowit AB. If you know which Knowit company is the controller, you can contact that Knowit company directly, and you can always contact us at dataprotection@knowitgroup.com.

We store information about you for as long as we have your consent. You can at any time revoke your consent by clicking on Unsubscribe. The processing is performed in accordance with Knowit’s privacy policy.

Thanks! We will call you as soon as possible.

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