Björn Borg is a global firm, established in 1997, producing and selling underwear, loungewear, socks, swimwear, sportswear, footwear, bags and fragrances.Björn Borg wanted to make its eCommerce site more user-friendly, improve the checkout-process and make the site more cost-effective. The company selected Magento as it was recommended by other eCommerce companies and selected Vaimo, due to Vaimo’s extensive knowledge and expertise in eCommerce.
Björn Borg’s aim was to improve the navigation and ease of use of its eCommerce site for customers as well as improving the cost-effectiveness and management capabilities for the in-house development team. It needed to add functionality to the site, simplify the check-out process, and drive online sales growth.
Though Björn Borg eCommerce site delivers a relatively small proportion of the company’s total turnover at this stage, the company views it as a strategically important part of total sales. Vaimo created a new product filtering functionality; added the option to select various colours when viewing clothing items; developed the functionality where the site shows related items on product pages; simplified the checkout process, which is now only one step; and also added the cross-selling function to the check-out page. The localisation of currency and languages simplified the buying process.
Increase in conversion rate
Decrease in cart abandonment
Visitors per day
“Vaimo’s competent and skilled back and front end developers contributed a great deal to the project through their skills and very relevant recommendations. They demonstrated a high level of commitment and availability throughout the project.”
Jonas Lindberg Nyvang, Marketing & Communication Manager at Björn Borg
• Multi-Option Filtering
• One-step checkout
• Cross-sell on checkout page
Björn Borg presented Vaimo with multiple challenges. Their previous site was not user-friendly, and the check-out process required navigation through a number of screens – a problem that may have contributed to cart abandonment. Vaimo improved the layout, navigation and design of the website significantly. Vaimo also developed the one-step checkout-process and enhanced the ability to manage ongoing web developments in-house. Development started in March 2012, and the new site launched at the end of August 2012.
Jonas Lindberg Nyvang
“Vaimo’s competent and skilled back and front end developers contributed a great deal to the project through their skills and very relevant recommendations. They demonstrated a high level of commitment and availability throughout the project.“
In 2013, Björn Borg will embark on a project to make its website responsive, so it works on dif-ferent mobile devices. The company will also look in the near future integrating its CRM system with Magento.
Jonas Lindberg Nyvang
“Magento was selected on the strength of recommendations from other eCommerce companies. I am very satisfied with the implementation and its performance to date.“
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Björn Borg wanted to make its eCommerce site more user-friendly, improve the check-out process and make the site more cost-effective. The company selected Magento as it was recommended by other eCommerce companies which later lead them to Vaimo, due to Vaimo’s extensive knowledge and expertise in eCommerce.
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