KIDS COOLSHOP HORSENS
New toy chain in strong collaboration
Kids Coolshop is booming with new toy stores in a crowded and competitive market. The chain has started installing electronic price tags in the physical stores. The price tags are linked to a powerful e-commerce engine and will help ensure competitive prices across all channels.
Kids Coolshop was launched in 2017 through a unique collaboration between a physical toy universe and the online store Coolshop.com. Kids Coolshop in Horsens, formerly part of Legekæden, has been selling toys for over 40 years. Together with five of the country’s largest Legekæden stores, the owner of the Horsens store, Søren Westenholtz Nielsen, chose to enter into a purchasing and marketing partnership with Coolshop and thereby established Kids Coolshop as Denmark’s new toy chain.
– With Kids Coolshop, we secure the right combination of physical stores with a strong e-commerce engine and one of Denmark’s largest buyers of toys. At the same time, we can benefit from Coolshop’s many years of experience with a state-of-the-art system for sales, warehousing, logistics and online customer service, says Søren Westenholtz Nielsen.
Thanks to Kids Coolshop’s total purchasing volume, Kids Coolshop can be first with the very latest toys. At the same time, the toy chain has dared to take a different approach to marketing Kids Coolshop.
"We simply chose to invest in electronic shelf labels for our physical store so that we could react much faster and link prices in the store to prices on Coolshop.dk."
WANT TO MERGE E-COMMERCE AND PHYSICAL COMMERCE
Besides the physical store in the center of Horsens, Søren Westenholtz Nielsen also has solid experience from online shopping and therefore it was natural to take the next step in merging the two worlds even more – and install electronic price tags at Kids Coolshop.
– We simply chose to invest in electronic shelf labels for our physical store so that we could react much faster and link prices in the store to prices on Coolshop.dk, says Søren Westenholtz Nielsen.
The link between online shopping and traditional retail allows Kids Coolshop to create the right combination for its customers. Many of the stores have experienced great growth in size, earnings and sales after becoming part of Kids Coolshop. Today, Kids Coolshop is nationwide with 16 stores in Denmark.
FLEXIBLE SOLUTION – EXPANDABLE AS NEEDED
Unlike other electronic shelf labeling systems, the solution from Delfi Technologies offers a 100% online setup with a light infrastructure where you only need a wireless antenna and a mobile app to get started. The wireless antenna provides two-way communication between the electronic shelf labels and the store system. When there is a price change online at Coolshop.com, the price is automatically changed for the same product in the physical store.
– The advantage of the system from Delfi Technologies is that we can expand as needed. We can simply connect more electronic shelf labels if we want to. In practical terms, we have started with a selected range in the store and then we continuously expand to other products as it fits in, explains Søren Westenholtz Nielsen.
NEW BUSINESS OPPORTUNITY
Recently, the opportunity for new premises close to the Kids Coolshop store in Horsens arose. Søren Westenholtz Nielsen seized the opportunity for more square meters to concentrate on a larger selection of gaming, gadgets and computer accessories. Therefore, at the end of August 2020, a brand new specialty store was opened under the name Games N’ Gadgets.
The new store is packed with games and accessories from the best suppliers on the market with the very latest products for gamers and playful people. You can also find lots of special board games and gadgets as well as popular characters from famous movies, series, games and much more.
From the start, they have chosen to install electronic price tags throughout the Games N’ Gadgets store, which is connected to Coolshop.com. The store can be visited at Hospitalsgade 11 in Horsens, close to the Kids Coolshop store.
ABOUT KIDS COOLSHOP
Kids Coolshop is Denmark’s new toy chain. The first stores opened under the Kids Coolshop name in 2017 and today 16 toy stores are part of the chain. Behind the Kids Coolshop chain is the powerful e-commerce engine Coolshop.com. Through joint purchasing, Kids Coolshop achieves a very large purchasing volume. This ensures that Kids Coolshop can react quickly to trends and be first with the very latest toys.
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