The whole list: They are the best in Norway on omnichannel – “Stands out on several fronts”

Ikea gets the highest rating in Norway with an index of 69 per cent of total target achievement.

Ikea stands out on several fronts. Their app provides great value to customers, and they use it extensively to stay in touch with customers. Thanks to their view of data, they excel in optimizing the user experience, personalization and safe navigation through the customer journey.

They outperform their Swedish colleagues in digital marketing, content production and service delivery. In addition, they are successful with advertisements and provide excellent payment options both in store and online, the report states.

“Dead stock”

In second place on the list comes Elkjøp with an index of 64 per cent. Then there is a jump down to number three, H&M, with 56 percent, who are praised for the company’s app and for building a community around the brand.

Elkjøp does not currently offer an app, but still manages to keep the Swedish fashion giant behind it.

Elkjøp is the only retailer in the Norwegian top 3 that does not offer an app. What places them in second place is their technical maturity and unrivaled stock data, fulfillment and logistics. These two factors, together with great loyalty benefits, inspiring marketing content and the ability to keep “dead stock” to an absolute minimum, place Elkjøp near the top in Norway.

Close behind on the list are OBS Bygg, Norli and Jula, as well as Cubus, Lindex and Netonnet.

Huge opportunities

Overall strengths for Norwegian players are that they are very quick to respond to customers’ e-mails, and that many offer the option of “click and collect” and “delivery to store”.

However, areas Norwegian retailers can improve on are recruiting members to their customer clubs, as well as newsletters.

Norway stands out from the other countries we cover and generally performs better on omni services. Especially within click and collect, possibly because of Norway’s demanding geography. In general, it seems that Norway is less mature when it comes to CRM, and their performance is more fragmented. This, in turn, should point Norwegian brands and retailers of several brands towards a veritable goldmine of opportunities, the report states.

The report also shows that Norwegian consumers are less channel agnostic than their Nordic neighbours, but do more online research before making a purchase. Again, probably due to the geography and the great distances in the country.

Combine that with the fact that 57 percent of consumers have encountered pain points during their last online shopping trip. This means enormous opportunities for Norwegian brands and retailers.

Best on omni – top 10

1. Ikea, 69%
2. Electricity purchase, 64%
3. H&M, 56%
4. OBS Construction, 50%
5. Norli, 50%
5. Christmas, 50%
5. Cubus, 50%
5. Lindex, 50%
5. Net tonnage, 50%
6. XXL Sport, 49%
6. Kid Interior, 49%
6. Kappahl, 49%
6. Power, 49%
6. Kicks, 49%
7. Colorful, 47%
7. Carlings, 47%
7. The electronics importer, 47%
8. Car theme, 46%
8. Norrøna 46%
8. Bohus, 46%
8. Pharmacy1, 46%
9. Skeidar, 46%
9. Gina Tricot, 44%
9. The Apple House, 44%
10. Mega chips, 43%
10. Kitch’n, 43%
10. Princess, 43%
10. Dressman, 43%
10. Jack & Jones, 43%

Source: Omnichannel index 2024