As a result of their plans to rebrand, Elon needed a new eCommerce platform. Their channels required a new brand concept with a modern in-person and online user experience.
Elon also saw a declining conversion rate online and had to put more focus on converting the customers in its digital commerce channels.
As Elon was about to introduce their new eCommerce platform, they were met with internal challenges. The physical stores saw the new online storefront as a competitor, rather than a part of an omnichannel customer experience.
eCommerce driving in-store purchase
Magento Commerce, with extensive opportunity for customisation and a robust foundation, was the perfect eCommerce platform for Elon’s digital enablement. Elon also needed an integration partner to guarantee a successful rebranding on Magento Commerce. To complete the task, they selected Vaimo. For B2C clients, Elon’s omnichannel solutions drive high client engagement and complement their 400 stores with an intuitive shopping experience. When the customer shifts in between the in-person store and the eCommerce store, they receive the same high-quality experience that the Elon brand guarantees. As Elon focuses on their services, installation and aftermarket care, Magento Commerce helps Elon to serve customers regardless of time or place. The eCommerce solution gives a personal feel, extending the comfortable atmosphere available in all physical stores into the digital space. As part of the in-store rebranding, the concept of dividing the stores into rooms has also been implemented into the online store, helping the digital to reflect the physical. The Elon site welcomed countless visitors but needed to convert them to customers. To handle the challenge of increasing conversions, Elon improved its on-site navigation and later saw a 50% increase in sales compared to last year.
“We chose Vaimo for their long experience delivering eCommerce solutions on the Magento platform, and we’ve had a fantastic collaboration with the team so far. What we have accomplished together, and the result after the launch is something we are extremely proud of.”
Jakob Dahlner, eCommerce Manager
Launching during the COVID-19 pandemic
As Elon unveiled its new brand and eCommerce site, COVID-19 began to radically transform consumer behaviour. Since physical locations saw a decrease in shoppers during the pandemic, the eCommerce experience became the front line for Elon’s interaction with potential customers. Additionally, older customers have turned to Elon’s online store for both research and purchases. Customers also use the eCommerce site to book the best times to pick up their products at a physical store. As a result, the improved online functionality allows Elon’s eCommerce store to support physical stores, which saw a decrease in foot traffic and sales during the pandemic.
Elon’s strategy aligns with the idea that online customer activity leads to greater in-person activity. When collecting products purchased online, for example, customers have purchased additional products in physical stores. Thanks to Elon’s omnichannel approach, they unify the customer’s online user experience with the great customer experience found at any of its storefronts.
Elon’s focus on the total experience for the customer–online, in-store, or both–earned it praise as the most empathetic company within its industry in the Nordic in 2020. Elon plans to further improve the omnichannel approach in the future. They are adding services to the eCommerce site, which are currently only offered in-store.
Notable New Features & System Integrations:
- Charpstar Augmented Reality: See a product or newly designed space from your phone in 3D
- Phyron for Dynamic Video (Coming soon)
- Store Locator
- Click & Collect
- The Advanced Logistic Solution: uses the weight and size of packages, installation costs, and delivery and distance to a store to calculate the total price
- Fulfilment from Multiple Store Warehouses & Central Warehouse
- Klevu for On-site Search
- Voyado for Customer Integration
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