Fleggaard wanted to renew the customer experience and further strengthen its position within cross-border trade. The result is a digital solution where the mobile phone is at the center of a seamless experience, with improved storytelling about brands and products.
Brief
Challenge
Fleggaard aimed to consolidate its position as the market leader in cross-border trade. This was to be achieved, among other things, by strengthening the digital customer experience and increasing online sales through Click & Collect.
Approach
We mapped the entire customer journey and translated the ambitions into a cohesive digital solution built on a modern, mobile-first platform geared for growth.
Solution
A scalable, composable e-commerce solution with a well-designed mobile experience and seamless Click & Collect integration.
Results after the first three months
35%
growth in online revenue
30,5%
higher conversion rate
84%
increase in Click & Collect orders from mobile
Vision
For most Danes, it is hard to think of cross-border trade without thinking of Fleggaard. Fleggaard has long been one of the strongest players in the market just across the border. In recent years, Fleggaard has had a strategic goal of modernising its digital presence and creating a more cohesive and value-adding customer journey—especially on mobile, which accounts for 75% of their online traffic.
The purpose of the new fleggaard.dk is to further connect the digital and physical experience, making it easier, faster, and more intuitive to shop across Fleggaard’s channels. The webshop is intended not just as a digital sales channel, but as an integrated part of the entire customer experience—before, during, and after visiting the store.
It has therefore also been an important focus for the solution to support better opportunities for storytelling and inspiring presentations of the many brands and products in Fleggaard’s assortment.
Click&Collect
As a cross-border store, Fleggaard operates under the constraint that it cannot deliver goods directly to customers. Therefore, the customer experience in the physical stores is business-critical, and the strategic focus is on making it as easy, fast, and seamless as possible.
The goal was not only to enhance the digital presence but also to develop a mobile-first solution where the physical and digital experiences complement each other. With a clear ambition to dominate the Click & Collect market in cross-border trade, the digital infrastructure has become a central element of Fleggaard’s business strategy.
Click & Collect is not an additional feature here, but an integrated part of the customer experience. Customers order heavy items such as beer, soft drinks, and wine online and pick them up at specially designed pick-up points—directly from pallet to car boot.
They then enter the store to supplement their purchase with additional items. This shopping pattern both increases efficiency and boosts basket size, placing high demands on the cohesion between the webshop and the physical store—especially on mobile, which is the customers’ primary channel, providing flexibility both during the drive to Fleggaard and while shopping in-store.
Mobile first
The mobile experience was the key focus area for the solution and now plays a central role in planning customers’ shopping trips. Users can read the weekly offers, select items, and transfer them directly to their Click & Collect shopping cart. The functionality aligns with the way many customers already shop, making preparation at home both faster and more intuitive.
In addition, the webshop allows users to:
- Scan the weekly offers and add items directly to the cart
- Navigate and search far more intuitively
- Access and complete export declarations digitally, avoiding the cumbersome forms in-store
From central warehouse to central customer experience
An investment in an automated central warehouse has made it possible to support and scale the Click & Collect strategy. With fast and efficient collection, bottlenecks and waiting times for customers are reduced.
At the same time, the physical store has been upgraded with digital features that support the entire customer journey. Among other things, export declarations have become digital, and the mobile phone now plays a much greater role in interacting with products and offers. In this way, the webshop functions as an active part of the entire shopping experience at Fleggaard.
High-performance
The underlying solution has been built with a focus on performance, flexibility, and digital business development. The website supports both high traffic peaks and business complexity, easily handling the large volume of Click & Collect orders while creating a seamless experience across channels.
The platform is optimised for fast load times, intuitive navigation, and a powerful search function, ensuring that customers can easily find what they are looking for—whether browsing offers or planning their next trip across the border.
The solution was launched in spring 2024 and has since contributed to making the year a record-breaking one for Fleggaard in terms of revenue.
The technology
The solution is built on a composable architecture, allowing for the continuous integration of new features and third-party solutions. With Contentful as a headless CMS and integrations with both the ERP system and the marketing automation platform Brevo, the solution is both flexible and scalable.
The architecture also paves the way for future initiatives, such as a Customer Data Platform, which can take personalisation of the customer experience to the next level—and strengthen Fleggaard’s position in a market where competition and expectations are constantly rising.
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