{"id":3145,"date":"2020-09-25T12:20:51","date_gmt":"2020-09-25T12:20:51","guid":{"rendered":"https:\/\/news.sap.com\/denmark\/?p=3145"},"modified":"2024-08-01T17:49:47","modified_gmt":"2024-08-01T15:49:47","slug":"oplevelsen-er-i-fokus-i-elgigantens-nye-satsning","status":"publish","type":"post","link":"https:\/\/news.sap.com\/denmark\/2020\/09\/oplevelsen-er-i-fokus-i-elgigantens-nye-satsning\/","title":{"rendered":"Oplevelsen er i fokus i Elgigantens nye satsning"},"content":{"rendered":"

Elgiganten er en af vinderne i detailhandlen, der oplever et \u00f8get salg b\u00e5de i butik og p\u00e5 nettet. \u00d8get digitalisering og flere som arbejder hjemme driver udviklingen og i l\u00f8bet af \u00e5ret har Elgiganten satset mere p\u00e5 smarte IT-l\u00f8sninger og nye services for at lokke flere kunder til. Bag det nye fokus ligger en strategisk beslutning om at satse mere p\u00e5 oplevelser, blive mere relevante og holde op med at irritere kunderne. <\/strong><\/p>\n

\u201dDet er helt klart muligt at tjene penge p\u00e5 bedre kundeoplevelser. Jo bedre kunderejse, jo mere loyale bliver kunderne. Men vi taber dem hvis vi keder eller irriterer dem med alt for meget information som ikke er relevant\u201d, siger Therese Pettersen, ansvarlig for Customer Lifecycle and Marketing hos Elkj\u00f8p, der ejer Elgiganten i Danmark.<\/p>\n

Elkj\u00f8p er markedsleder i Norden med hovedkontor i Norge og 400 butikker i 4 lande. I Sverige og Danmark drives virksomheden under brandet Elgiganten og i Finland g\u00e5r kunderne ind i Gigantti butikker. Forbrugerne kan v\u00e6lge mellem over 16.000 forskellige produkter \u2013 alt fra vaskemaskiner til printere og USB-n\u00f8gler.<\/p>\n

Stop med at irritere kunderne <\/strong><\/h2>\n

Det er en udfordring for virksomheder at blive mere relevante og stoppe med at irritere kunderne samtidig med at man har et behov for at f\u00e5 nye produkter ud. Her kan IT-l\u00f8sninger v\u00e6re en stor hj\u00e6lp \u2013 men det holder ikke hele vejen.<\/p>\n

– \u201dI et CRM-system er det en udfordring. Har jeg k\u00f8bt en vaskemaskine kan det v\u00e6re at jeg ogs\u00e5 er interesseret i en t\u00f8rretumbler, men jeg er ikke interesseret i endnu en vaskemaskine. Vi tester og bliver bedre undervejs\u201d, siger Therese Pettersen.<\/p>\n

Fleksibel IT-l\u00f8sning<\/strong><\/h2>\n

For nogle \u00e5r siden tog Elkj\u00f8p en strategisk beslutning om at fokusere mere p\u00e5 sine kunder og mindre p\u00e5 at fremh\u00e6ve egne produkter og kun konkurrere p\u00e5 pris. At \u00f8ge kundernes engagement, analysere tilg\u00e6ngelige kundedata og g\u00f8re alt for at blive endnu mere relevante.<\/p>\n

Men det var ikke bare strategien som forandrede sig \u2013 ogs\u00e5 IT-l\u00f8sningen havde brug for en st\u00f8rre modernisering.<\/p>\n

For at im\u00f8dekomme kundernes behov valgte Elkj\u00f8p at investere i SAP Marketing Cloud. De \u00f8nskede en fleksibel l\u00f8sning og at komme v\u00e6k fra den traditionelle model med bred distribution af information til kunderne. Og l\u00f8sningen kom hurtigt p\u00e5 plads.<\/p>\n

\u201dVi har udskiftet nogle it-systemer og vi kommer til at skifte flere. Mit r\u00e5d er at have en realistisk plan \u2013 at begynde sm\u00e5t og s\u00e5 l\u00f8bende bygge til. If\u00f8lge planen skulle det tage 18 m\u00e5neder at implementere SAP Marketing Cloud, men kom i gang p\u00e5 bare 4 m\u00e5neder med de vigtigste funktioner. Med den nye l\u00f8sning har vi nu meget bedre datakvalitet og flere m\u00e5lepunkter end tidligere\u201d, siger Steinar Berger, IT Solution Architect hos Elkj\u00f8p.<\/p>\n

4 m\u00e5der at fokusere p\u00e5 kundeoplevelsen<\/strong><\/h2>\n

Therese og Steinar fremh\u00e6ver 4 forskellige m\u00e5der at fokusere p\u00e5 kundeoplevelsen:<\/p>\n

    \n
  1. Identificer hvad kunderne ikke<\/u> er interesseret i, f.eks. lignende produkter som de lige har k\u00f8bt. Ved at bruge kundernes k\u00f8bshistorik bliver vi mere relevante og undg\u00e5r at irritere dem.<\/li>\n
  2. L\u00f8s problemerne inden de opst\u00e5r. Det kan f.eks. v\u00e6re at undg\u00e5 utilfredse kunder som ikke har k\u00f8bt installering af en vare, men som s\u00e5 efterf\u00f8lgende f\u00e5r problemer. L\u00f8sningen er at informere tidligt i forl\u00f8bet og svare p\u00e5 deres sp\u00f8rgsm\u00e5l.<\/li>\n
  3. Fremh\u00e6v hvad andre kunder synes om en vare eller en service. Et tip kan v\u00e6re at tilbyde et gavekort til dem som giver en produktanmeldelse. Hos os har det betydet langt flere anmeldelser og de er generelt ogs\u00e5 mere positive.<\/li>\n
  4. M\u00e5lret visse oplysninger udelukkende til relevante kunder og undg\u00e5 at kommunikere bredt, hvis der ikke er brug for det. Det kan f.eks. v\u00e6re at informere k\u00f8bere af Sodastream om hvordan de reng\u00f8r deres flasker, da de sj\u00e6ldent taler med personalet, f\u00f8r de k\u00f8ber.<\/li>\n<\/ol>\n

    N\u00e5r Therese Pettersen ser fremad, er hun overbevist om, at den \u00f8gede e-handel vil forts\u00e6tte.<\/p>\n

    \u201dVi har investeret i nye IT-l\u00f8sninger i l\u00f8bet af \u00e5ret som har fungeret godt. Det er muligt at nogle af disse initiativer stoppes, men kunderne kommer ikke til at \u00e6ndre sig. De services som fungerer og som kunderne gerne vil have, vil helt sikkert blive\u201d, afslutter hun.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Elgiganten er en af vinderne i detailhandlen, der oplever et \u00f8get salg b\u00e5de i butik og p\u00e5 nettet. \u00d8get digitalisering og flere som arbejder hjemme…<\/p>\n","protected":false},"author":29,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[5566089,4520855,8493],"tags":[5565203,5565204,4645528,4645592,5563394],"sapn-display":[45149,5566078,5566076,4579516,60294],"sapn-type":[4580816],"class_list":["post-3145","post","type-post","status-publish","format-standard","hentry","category-cloud","category-forretningslosninger","category-kunde","tag-elgiganten","tag-elkjop","tag-kundeoplevelse","tag-sap-customer-experience","tag-sap-marketing-cloud","sapn-display-homepage-hero","sapn-display-presse-hero","sapn-display-presse-spotlight","sapn-display-top-stories","sapn-display-hero","sapn-type-pressemeddelelse"],"yoast_head":"\nOplevelsen er i fokus i Elgigantens nye satsning - 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