Inspiration

Why one of the largest e-commerce companies opened a concept store

By
On 23 March 2017

Fifty years after Ellos was founded in 1947, the company took the bold steps of bringing its merchandise online. After only four years on the web, the company's e-commerce was fully integrated into the business. Fast forward six years and half of total sales were online, and in 2014 the store catalogue was completely removed from production. Today, Ellos Group is one of the largest e-commerce companies in the Nordics with approximately 1.6 million active customers in its three e-commerce platforms: Ellos, Jotex and Stayhard.

Since 2015, Ellos Group and Bambora have worked together to ensure effortless payments and continued growth.

From e-commerce to concept store

Stepping onto the web twenty years ago was crucial for Ellos Group's success and its transition from a catalog sales company. To strengthen its e-commerce efforts, Ellos decided to open up its first concept store in 2016 at the Mall of Scandinavia, just outside Stockholm. The goal of the store is to bring Ellos closer to its customers and enhance the shopping experience through sensory input. The store’s merchandise is primarily from the Ellos Home collection, but the store also contains selections from its fashion and beauty lines. The shop also features e-commerce stations where customers are able to browse and purchases the company's online inventory.

 

Lessons learned

Six months after the opening of the concept Store, Bambora chatted with the group treasurer of Ellos Group, Sebastian Mahl and Jonas Ek, business area manager at Ellos Home. 

How have customers reacted to the concept store?   
We have received very appreciative comments from our customers who visit the store. From the opening in September 2016 until January 2017, we have had 70,000 visitors.

Why did you choose Bambora’s payment solution for your store?
Bambora was a natural choice for us. We were already partners for our e-commerce site and therefore it was quick and easy to set up our payment solution in the shop. Also, Bambora has good support and can handle large volumes of transactions. This allows us to continue growing, regardless of the payment method or the market.   

 

In December Amazon opened up its first store in Seattle. Do you think online retailers opening up physical stores is a trend we will see more of in 2017?
For most business owners, it is beneficial to engage with customers wherever they are. 

What tips and lessons do you have for other online retailers who are looking to supplement online business with a store location? 
Open up when the time is right and make a clear time plan. Put all your effort into thinking through the entire process and make sure to communicate the brand clearly. You should have a uniform profile for the online store. Customers should recognize the brand in the physical store, as they do online. It should feel like an integrated experience.

Are you planning more stores in the future? 
Yes. We intend to establish more concept stores.

 

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