The Forecast: Retail Innovation in Q4
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Elgiganten

Smarter Selling: Behind The Scenes Of Elkjøp’s Massive Live Shopping Success

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Elgiganten, also known as Elkjøp, is the largest electronics retailer in the Nordic region. With four hundred stores across six countries, they have been in business for over 60 years and have adapted successfully to the ever changing retail landscape, while staying true to their commitment to selling high quality products. They have turned to Bambuser to expand their reach, boost their revenue and meet consumers wherever they are.

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Challenge

Elgiganten recognized that many customers faced challenges when purchasing their products online as they often needed personalized advice around product specs and functionality, but couldn’t always visit physical stores due to time constraints or long distances. This led to hesitation in making purchases, particularly for large and complex products like white goods, where detailed understanding and reassurance are essential.

‘’The biggest advantage of video consultations is to be able to speak to someone when you’re on the website and have an instant question, removing the need to look for more product information online or having to go to the store.’’

Bamse Winberg, Gaming Specialist, Elgiganten

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Solution

To bridge the gap between the personalized advice consumers can receive in-store and the convenience of shopping online, Elgiganten introduced a video consultation service in their stores using Bambuser’s Digital Clienteling solution. 

This service allows customers to connect directly with sales specialists from the comfort of their homes to get all their questions answered and see products in real time. In their Barkarby store in Stockholm, their video consultation service is led by gaming specialist Bamse Winberg and supported by a team of trained live shoppers who provide personalized assistance to customers via video calls. Customers can ask questions, get recommendations, and even see products demonstrated live, similar to the experience they would get in-store. The initiative has been so successful that Elgiganten now ensures continuous coverage by rotating staff, with at least one agent always available during store opening hours.

While the video consultation service is managed centrally by the Store Operations department at Elgiganten, their success is also linked to working in close collaboration with local stores to understand the differences in how the service was received in different markets and continuously adapt their approach to suit regional needs.

Working in the video consultation service at Elgiganten has become a popular career path for employees, as it allows them to upskill and get specific training for the Bambuser platform while putting their previous sales and customer service experience to good use. The staff working with video consultations, which Elgiganten refers to as ‘live shoppers’, also works in-store and has been equipped with all the competences and product knowledge before joining the virtual consultations team. According to Morten Schwartzmann, Nordic Productivity Manager at Elgiganten, this is a key factor in the incredible success of the initiative, as customers feel reassured that they’re receiving the same level of support online as they would if they were in a physical store.

‘’The feedback has generally been very positive. People say ‘’This is amazing. I live 50 miles from the closest store and now I can buy and talk to someone instead of guessing and potentially having to return the product.’’’

Bamse Winberg, Gaming Specialist, Elgiganten

‘’We get a lot more sales in the store than we normally would online as we’re able to provide a better service, show them another product that might suit them better or sell them an accessory that they would’ve otherwise missed.’''

Bamse Winberg, Gaming Specialist, Elgiganten

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Results

The video consultation service has significantly enhanced customer satisfaction and sales for the Nordic retailer. Customers appreciate the convenience and the personalized support they receive, with over 99% of feedback being positive. The service has also contributed to increased sales, with approximately 30% of live shopping interactions leading to a purchase - a conversion rate that most retailers can only dream of. 

Interestingly, customer feedback and share of accepted calls are the two main KPIs measured by Elgiganten when it comes to gauging the success of their video consultation service, as they recognize that these will inevitably have a knock-on effect on commercial success - as proven by their impressive customer satisfaction and conversion rates.

As shown by their impressive results, implementing a video consultation service approach has enabled Elgiganten to capture sales that might have been lost online and improve customer satisfaction while upselling complementary products that customers might have overlooked without the direct guidance of an expert. As a result, the retail giant has not only improved the shopping experience but also boosted its revenue, proving the value of integrating innovative digital solutions with traditional retail practices.

‘’If the customer is feeling safe and having a good experience, they will be more motivated to buy.’’

Morten Schwartzmann, Nordic Productivity Manager, Elgiganten

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30%

Conversion rate

99%

Positive feedback

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