Having started the journey as a pure retail chain Teknikmagasinet runs a growing part of their business online. As customers have changed their buying behaviour and are increasingly shifting between the real and digital world, investments in e-commerce are rising. Today the online store operates business online and in Teknikmagasinet’s physical stores.
A 20-year old online store
Teknikmagasinet launched its first online store in the late 1990s. Twenty years later, it had turned into a place where visitors found information about the chain's physical stores, addresses, opening hours and what products were in stock. Sure, online shopping was possible, but users were already expecting a lot more.
- We could clearly see how the web drove traffic to our physical stores, which made us realize that if we improved our online store, our entire retail network could directly benefit, says Erik Nielsen, e-commerce manager.
The right technology solution for your business needs
With a focus on increasing sales, both digitally and in store, we started to look for a new e-commerce platform. After years with a home built solution, Teknikmagasinet searched for an established platform and a partner with extensive knowledge of e-commerce that could deliver a complete online store.
- We know how to make business and what our customers expect. The Litium team gave us the right vibes from the beginning. They understood our commercial needs and could directly translate them into the best technical solution, says Erik Nielsen.
Packaged e-commerce solutions save time and resources
With standard packaging, customized for retail trade as a base, the development was allowed to focus on internal efficiency and to develop Teknikmagasinet’s unique flows.
- We launched the new online shop at an early stage. It enabled us to always test new features to see what worked best in relation to the customer's shopping experience. We still keep track on and evaluate how we can improve and optimize the solution and, ultimately, our business. Today we have an e-commerce solution that truly meets our requirements for flexibility, Erik Nielsen explains.
Right from the start there was an ambition to build a nationwide retail chain. The objective was that TM would offer a variety of exciting, fun and affordable products in the technology and hobby sector - known brands as well as cheaper alternatives. Additionally, customer service and safe-buy priorities would take precedence and be absolute top class. In 1993 TM was first in the industry to provide a 2-year product warranty.
Twice a year, Teknikmagasinet publishes an ample product catalogue presenting the current assortment. It is printed in over 2 million copies per year and is read by approximately 3 million people.
Teknikmagasinet has about 500 employees and annual sales of over 1 billion SEK including VAT. The expansion continues, and as of November 2014, they run a total of 117 physical stores in Sweden, Norway and Finland.