Didriksons is a very traditional company whose history dates back to the early 20th Century and is now a leading brand within jackets and practical clothing. Having long been a presence in traditional retailing, the company is now also investing heavily in the digital commerce side of their business which quadrupled last year compared to the year before. E-Commerce Manager Daniella Johansson heads up e-commerce development at Didriksons. In this year alone, she expects the company to double its digital business just via its own online store.
As a renowned brand with quality products and good values, Didriksons really appeals to Johansson. She was recruited in early 2018 to build up its entire e-commerce operation as Litium was being implemented. At that point, the e-commerce focus was to build the brand and since then they have gone from being a Scandinavian company to a global brand. A journey Litium has been an important part of.
“I can honestly say that Litium, as a platform, is one of the best on the market when it comes to the user experience. Easy to understand, visual and flexible with a simple interface.”
“The language support in the platform has been really valuable in recent years at a time when we have entered a number of new markets such as Germany and the UK. The expansion we have made has gone surprisingly quickly thanks to Litium. In principle, you only have to click on a country to get it up,” says Johansson.
Naturally, her role as E-Commerce Manager has developed over the course of this journey and as the online store has taken shape. In 2018, it was very much about heavy development, design, conversion optimization and to kick start the company’s digital marketing. The e-commerce team was scaled up in 2019 and switched focus to customer loyalty and Johansson launched a project where the Voyado loyalty platform was chosen as the supplier.
“Litium has numerous functions such as target groups but with the Voyado add-on you can fine tune segmentation even further and thereby create even more personal content and adapted customer communication,” Johansson explains.
Didriksons will continue to invest in e-commerce as they expect to gain even more market share moving forward. Success was not long in coming following the investments they had made. The e-commerce team has achieved over 100% growth for several years in a row. This digital growth has definitely comprised a shift for the company but they also see the value in their retailers. The focus moving forward will naturally be to expand into new markets, but above all, to develop the business in both its own online store and via its retailer network in current markets.
“We can see a clear connection between investment in our own digital business and the success of our retailers. This can sound paradoxical but the fact that we are seen to have a digital presence also means that our products are showcased at our retailers. In so doing, this also boosts demand for them. We have added many new retailers and thanks to our excellent growth, we are now being courted by them rather than the other way round. A strong digital brand really drives sales and this is something we have clearly seen,” Johansson explains.
The immediate e-commerce plan is to make the website design more agile so that the content can be adapted on the product pages more efficiently. The expansion has made it apparent that product returns in new markets are significantly greater than in existing markets. The ability to enrich products in the right way will be key to tackling this problem. Didriksons will work with blocks, such as those on editorial pages, for products in Litium and upload longer copy, video material and clearer size guides.
“Our design department puts an incredible amount of work into each garment but they are then enriched very quickly. This is unreasonable when we are investing so much in digital marketing. We are therefore going to work on a different process for enriching and planning the range. It is here that Litium is so brilliant at bringing everything together which makes our work in the e-commerce team so much easier,” adds Johansson.
“Litium is such a flexible platform that it gives us exactly the right support today and will continue to do so tomorrow.”
Daniella Johansson, E-Commerce Manager, Didriksons
We have a simple philosophy: rather than challenge the elements, we adapt to them. Just like Julius and Hanna Didrikson did back in 1913, when they began producing workwear for the fishermen in Grundsund on the west coast of Sweden.
For over one hundred years we have remained true to our original basic concept, producing functional garments that keep you dry whatever the weather. And that is perhaps why today, more than one hundred years later, we are still one of Scandinavia’s leading brands for jackets.