Intuitive webshop for a versatile customer base
Hørkram has a wide product range with over 30,000 unique item numbers and a customer base ranging from restaurants, hotels and hospitals to institutions as well as the local butcher and café. This places high demands on Hørkram's webshop, which must be able to offer all types of customers clear and intuitive self-service, and which generates annual sales of 2.6 billion. kr.
The company has focused on ensuring product quality, assortment, logistics and customer service - but wanted to take the step further towards also being able to deliver a contemporary e-commerce solution with the intention of increasing customer friendliness and maintaining competitiveness. The goal has been to establish a new webshop that both reflects Hørkram's identity and meets customer needs at the same time .
A complex B2B webshop
Hørkram has a wide product range with over 30,000 unique item numbers and a customer base ranging from restaurants, hotels and hospitals to institutions as well as the local butcher and café. This places great demands on Hørkram's webshop, which must be able to offer all types of customers clear and intuitive self-service, and which generates annual sales of 2.6 billion. kr.
The company has focused on ensuring product quality, assortment, logistics and customer service - but wanted to take the step further towards also being able to deliver a contemporary e-commerce solution with the intention of increasing customer friendliness and maintaining competitiveness. The goal has been to establish a new webshop that at one and the same time reflects Hørkram's identity and meets customer needs.
The good shopping experience
In particular, the shopping experience has been enhanced through an up-to-date and user-friendly design, optimized search function and performance. The navigation structure is supported by images and the customer can always see where he is on the site and what other menu items are available. At the same time, it is easy and fast to place orders if the customer already knows what he wants. This is important, as Hørkram's customers are busy and typically just have shopping as one of the day's many tasks.
John Astrup, Area Executive, Jylland at Hørkram
Promotional features boosts sales
The new webshop offers more opportunities to upsell and target sales to customers. In collaboration with Vertica, Hørkram is actively working on the development of promotional features, with several launched and others on the way. This entails, among other things, assortment exposure, customer retention and supplier sales.
Assortment exposure
In order to showcase the product range and inspire customers to buy other items than they used to, they are exposed to items they have never purchased before. For example, if the customer has never bought “fruit and vegetables”, he is exposed to this product line specifically. The exposure is based on the customer's purchase history and is placed in product lines where he always shop.
For all individual products it is also possible to place one or more products as an alternative to the product concerned. The alternative products are in the long term defined according to the customer's profile and preferences, so that an organic-oriented customer will be shown organic products, while a local-oriented customer will be shown Danish products.
Retaining Customers
If the customer usually use the webshop every week, but changes the behavior to buy only every month, strays away from a certain product line or may be shopping for a smaller amount than before, the seller will be informed per. email about the declining engagement. Thus, the seller can now act proactively and give the customer incentives to resume the buying activity.
Supplier sales with supplier packages
Hørkram's suppliers have the opportunity to promote their products in Hørkram's universe by purchasing exposure through supplier packages. This means that they can expose their products, offers and product news to relevant category pages, in search results and as product recommendations.
Happy customers, increased sales and fewer mistakes
Following the implementation of the new solution, Hørkram has beaten sales records, and by the end of 2017, the company was close to reaching three billion in revenue. The solution handles 86% of total revenue, which is exceptionally high in the B2B industry. It is proof that the right solution can make all types of customers shop online.
Hørkram's new solution supports that the company's other markets, in countries such as Sweden and Poland, can have independent webshops. Hørkram is thus able to grow and expand its position in a competitive industry both in Denmark and internationally.
