HOBBII OMNICHANNEL UNIVERSE
Danish online retailer has cracked the code to physical stores
In August 2019, the popular online store Hobbii.dk opened its first physical store in Roskilde. Within three years, the yarn store expects to open another 60 stores. The store universe will be the same offline as well as online – a digital ambition realized through a collaboration with Delfi Technologies.
The online knitting and crochet shop, Hobbii.dk, is really picking up speed and has started to open physical stores. Hobbii.dk was founded in 2015 by a group of entrepreneurs and has managed to plant itself firmly in the market for yarn and craft supplies. Today, the company has 170 employees and expects to open another 60 stores within the next three years – both in Denmark and abroad.
"With the physical stores, we want to create a local presence, but it's also important that the customer experience is connected to our online store - Delfi Technologies helps us with that."
A DIGITAL OMNICHANNEL UNIVERSE
Hobbii.dk is used to operating 100% online. On the web, it is crucial that customers can find the necessary information about the product they are looking for. Otherwise, they risk simply clicking through to a competing webshop. Hobbii wants to achieve the same synergy in the physical stores. Here, a collaboration with the IT company, Delfi Technologies, will help create a digital omnichannel universe.
– We come from the online world where we are used to being able to track everything and move extremely fast. With the physical stores, we want to create a local presence, but at the same time it is important that the customer experience is connected to our online store – Delfi Technologies helps us with that, says Joachim Hansen, Retail Manager at Hobbii and responsible for the opening of the physical stores.
THINGS ARE TURNED UPSIDE DOWN – IN A GOOD WAY
Danes are crazy about yarn, and Hobbii is definitely feeling the effects. In February 2020, the company opened the doors to Denmark’s largest yarn store in Aalborg. The opening drew long queues, and the customers keep coming. In many ways, Hobbii has succeeded in creating a close connection between the online store and the physical channels.
– It’s all about the customers. In general, we experience a high level of engagement and very happy customers. This is something we really appreciate. With the stores, we can reach out to our customers and create a completely different community where we can build relationships and personally take them on the journey,” says Joachim Hansen.
The physical stores also measure data and performance with an online approach as if it were a digital store. Both online and offline, Hobbii uses concrete data and digital buttons to improve performance. Digital initiatives in the stores include electronic shelf labels and digital self-service screens with scanners where customers can find information about a product, view and print knitting patterns, etc. In the long term, user reviews will also be displayed on the shelf labels and screens.
– We have turned everything upside down in the physical stores – in a good way. This means that we also run the physical stores as an online business, where we continuously go in and test new things. Specifically, we have invested in various digital initiatives in the stores, so we have the opportunity to quickly react and adjust things that can improve our performance,” says Joachim Hansen.
AMBITIOUS PLANS FOR THE FUTURE
A lot has happened since Hobbii.dk saw the light of day in 2015, but the company has even bigger plans for the future. They are looking for much more retail space as they aim to expand their physical presence. At the same time, the company will also continue to optimize operations and the customer experience in the existing stores.
– For us, it’s very much about managing our data and using it to optimize our business. We can leverage technology to do much more than we already do. Electronic shelf labels and digital customer screens make it possible to connect online and offline. This way, we can quickly adjust all our communication in all stores – at the same time,” explains Joachim Hansen.
In addition to the digital collaboration on electronic shelf labels and info screens, Delfi Technologies also provides complete POS solutions for Hobbii stores. This includes all-in-one POS PCs with integrated Receipt printer and barcode scanner as well as cash drawers, Receipt rolls and different types of labels. They are also continuously looking at expanding the collaboration on in-store software solutions.
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