Björn Borg

Björn Borg is a global firm, established in 1997, producing and selling underwear, loungewear, socks, swimwear, sportswear, footwear, bags and fragrances.

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Magento Commerce

Efficient eCommerce systems

Björn Borg’s aim was to improve the navigation and ease of use of its eCommerce site for customers as well as improving 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.

Vaimo & Bjorn Borg eCommerce site
Increase in conversion rate
Decrease in cart abandonment
Ecommerce sales increase (August 2020)

The solution

Smooth and frictionless shopping

Björn Borg's view that eCommerce is strategically important to total sales came true during the COVID-19 pandemic. When their stores shut down, Björn Borg's eCommerce site mitigated a decline in sales. Ecommerce grew 77%, allowing the company to celebrate a 4.4% sales increase in Q2 of 2020 compared to Q2 of 2019. Vaimo's solutions assisted in this growth through numerous critical features: a new product filtering functionality; the option to select various colours when viewing clothing items; developed the functionality for displaying related items on product pages; a simplified checkout process, which is now only one step; and a cross-selling functionality added to the checkout page. The localisation of currency and languages simplifies the overall purchasing experience, giving customers the chance to checkout quickly and avoid undue stress.

“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

Vaimo & Bjorn Borg eCommerce site

Reaching new eCommerce heights

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 one-step checkout-process and enhanced the ability to manage ongoing web development in-house. Development started in March 2012, and the new site launched at the end of August 2012.

Vaimo & Bjorn Borg eCommerce site

Features implemented

  • Magento Commerce 2 Upgrade
  • Multi-Option Filtering
  • Up-sell on Product Page
  • One-step checkout
  • Internationalisation
  • Cross-sell on checkout page

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