Connecting digital catalog and webshop to drive orders and revenue

• Challenge: Fleggaard needed their digital catalogs to provide higher conversion rates, larger basket size and revenue to get ahead of competitors.
• Solution: Fleggaard connected their digital catalogs with their webshop to allow for adding-to-basket and Click & Collect ordering directly from the digital catalog.
• Results: More than 10% of all orders now have items added to basket from their digital catalogs.
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Fleggaard is a Danish-German cross-border supermarket known as the place to go for sales and good deals. Printed catalogs have long been the way to showcase that to shoppers.

Shoppers used to read the printed catalog at home and then drive to the store to buy – But the times are changing:

We see a clear tendency where shoppers increasingly opt out of receiving printed catalogs.”

When shoppers started changing habits, Fleggaard had to change as well.

They started focusing more on their webshop, and due to their cross-border business model, the only checkout is via Click & Collect for pickup at one of Fleggaard’s physical stores.

But where did that leave the catalog format?

Fleggaard still needed to show their catalog offers and inspire shoppers – just online.

Challenge:

Initially, Fleggaard started creating digital catalogs just to keep up with competitors:

If we didn't have digital catalogs we would lose out to our competitors."

But digitizing their catalogs opened up the opportunities to do more – to go beyond a plain viewing experience like with print and non-interactive PDFs – and actually get ahead of their competitors.

Instead of just sessions and views, Fleggaard wanted their digital catalogs to lead to higher conversion rates, larger basket size and, ultimately, revenue in the form of Click & Collect orders.

Solution:

Using ecommerce integration, automations and the iPaper API, there is now a direct connection between digital catalog, the shopping basket and Fleggaard’s webshop.

We expected that if there was a direct integration with the shopping basket, then the conversion rate and basket size would be better.”

Now, directly in the digital catalog, shoppers can…

• Click shop icons for every product
• Choose product variant and quantity
• Add those products to the webshop basket directly from the digital catalog
• See related products and great offers
• Go to Click & Collect on the webshop directly from the digital catalog

See it in action here:
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When integrations and automations were set up and running, Fleggaard could from then on handle everything themselves, with the occasional help from support.

iPaper is very simple and intuitive. We can easily set up and publish new catalogs. The customer care team is always very helpful and incredibly competent."

Results:

Now, the digital catalog’s shopping journey is intuitive, easy and fully connected with their webshop for seamless adding-to-basket and ordering for Click & Collect.

And it shows in the results…

Now, more than 10% of all online orders contain items added to the basket from their digital catalogs.

Now, the average time spent in the digital catalog is 6+ minutes per session, 3x longer than the average ecommerce.

We can see that our customers genuinely embrace the online catalog concept. We see a yearly increase in the number of readers of our digital catalogs.”

Conclusion:

Fleggaard saw shopper preferences shifting away from print and towards digital.

Fleggaard started creating digital catalogs to keep up with the competition, but they wanted to do more. They wanted to get ahead of the competition with a better buying experience giving actual business results.

They used iPaper’s API and ecommerce integration to connect their digital catalogs with their webshop and allow for adding-to-basket and Click & Collect directly from the digital catalog.

Integrating the catalog with our webshop has made things a lot easier for the customers!“

As a result, more than 10% of all orders now contain items added to basket from their digital catalogs, and shoppers spend more than 6 minutes on average in Fleggaard’s digital catalogs.

Now, Fleggaard provides a better, smoother, more integrated buying experience that gives a higher conversion rate and actual revenue with Click & Collect orders.

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