With the ever-increasing use of ecommerce in the consumer market, particularly in shoe retailing, Eurosko saw that it was essential to invest heavily in digitisation.
With the ever-increasing use of ecommerce in the consumer market, particularly in shoe retailing, Eurosko saw that it was essential to invest heavily in digitisation. It decided to start with its three concept store chains Eurosko, Shoeday and DNA-Shoes as well as with two other separate brands, Stockholm Design Group and Roots.
Itera and Eurosko developed a picture of its strategic digital targets, which involved reviewing the store chains' target audiences, brands and market communications and updating these with thoughts on what was possible digitally. Using service design methodology we designed the customer journey for the three most common purchase scenarios: 1) seeing the product online, purchasing it in-store; 2) seeing the product online, purchasing it online; 3.) seeing the product in-store, purchasing it online. We then developed three new ecommerce-ready concept sites viewable using any device (PC, tablet, mobile), and also created a new branded website for the Stockholm Design Group (the group's premium brand). One of the possible customer journeys is catered for with these deliveries: see an item online, purchase it in store.
All the web solutions are integrated with Eurosko's shop data system as well as internally with its product systems. The next phase started in the fourth quarter of 2014, and the focus was on introducing the option to reserve shoes that are in-store and inventory management for Eurosko in Sweden, as well as on preparing other countries and chains for full-scale B2C ecommerce, which will be the next phase. When the internal systems and logistics are in place, ecommerce will be the next step. The Eurosko group has a large internal design team which designed the sites itself. Itera provided target group analysis and developed the pages in collaboration with ChainBizz.
Eurosko and Itera chose to use SiteCore CMS and DMS as well as Chaintra Ecommerce to achieve their digital targets. The various sites created are: eurosko.no, eurosko.dk, eurosko.se, dna-shoes.com and shoeday.no. We are working in collaboration with Eurosko and ChainBizz to modernise the infrastructure to ensure Eurosko is well equipped with a powerful ecommerce and marketing platform for the years ahead.