The Role of Inspiration at Søstrene Grene‍

In a digital world where convenience and price dominate, Søstrene Grene has chosen a different path—inspiration. Insights from "The Behavior of Online Shoppers Survey 2021" reveal that 67% of European shoppers seek inspiration online, but only 29% find webshops inspiring. Recognizing this gap, Søstrene Grene has made inspiration a cornerstone of its digital strategy.

“Convenience and price are hygiene factors,” says Rasmus. “But to differentiate, we’ve embraced a strategy called ‘Experiences Like No Other,’ which focuses on inspiring customers throughout their journey, from pre-purchase to post-purchase.”

DIY content has been instrumental in this approach. Engaging projects shared on platforms like Instagram and Facebook not only drive significant engagement but also create a "spillover effect" on related product sales. “When we focus on inspiration, we build trust and loyalty,” explains Rasmus. “Around 85-90% of our content is designed to inspire, leaving only 10-15% for product-focused messaging.”

‍Bridging Physical and Digital Experiences

Despite initial hesitations, Søstrene Grene entered the eCommerce arena in 2020, motivated by customer demand. Their primary challenge was replicating the sensory-rich, inspiring in-store experience online—a concern validated by the 57% of shoppers who cite a lack of inspiration as a barrier to using webshops.

“We knew we couldn’t replicate the exact sensory experience online,” Rasmus admits. “But by talking to our customers and understanding their memories of our stores, we’ve successfully transitioned key elements of that experience into the digital realm.”

This approach has exceeded expectations. Over the first 12 months of online operations, Søstrene Grene observed a notable increase in offline footfall and turnover, particularly in markets with eCommerce capabilities. A furniture-focused campaign, for instance, led to a 12% higher performance in online-enabled markets compared to those without.

‍Harnessing the Power of Social Media‍

For younger shoppers aged 18-34, social media is more inspiring than traditional webshops. Søstrene Grene’s well-established presence on platforms like Facebook (2.3 million followers) and Instagram (1.6 million followers) has been pivotal in engaging this demographic.

However, this reliance comes with challenges. “One of our key focuses moving forward is gaining control of first-party data,” notes Rasmus. “We want to build platforms where our customers can engage and interact, fostering creativity and community, without being confined by external algorithms.”

Revolutionizing Campaign Strategies‍

Previously, Søstrene Grene’s marketing revolved around 12 major annual campaigns. While effective, this approach lacked the agility to meet evolving consumer expectations. Eighteen months ago, the company pivoted to weekly campaigns, each centered on a specific category or product range with fresh, inspiring content.

“People don’t live their lives in monthly campaigns,” says Rasmus. “Our shift to weekly ‘drops’ has made us more relevant and responsive to our customers’ daily lives.”

The results have been transformative. Weekly campaigns, now an integral part of their digital strategy, have significantly enhanced online performance and customer engagement.

Conclusion‍

Søstrene Grene’s digital transformation exemplifies how retailers can bridge the gap between physical and digital shopping experiences through inspiration and agility. By prioritizing customer engagement, leveraging social media, and adopting a flexible campaign strategy, the brand has successfully built a cohesive omnichannel presence. As Rasmus puts it, “Inspiration isn’t just a marketing tool; it’s a business strategy that fosters loyalty and drives growth.”
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Want to see a practical example of inspiration with digital catalogs? 

Check out our Oriflame customer case here.