Salling welcomes its online customers with a new website: Salling.dk

Reto

The largest retail group in Denmark, Salling Group, embarked on an ambitious project to improve its digital presence through renewal of your eCommerce: Salling.dk.

La omnichannel configuration, which included an eCommerce, two department stores and a customer club, needed to merge with an exceptional customer experience across all channels.

Novicell partnered with Salling to carry out this digital transformation, from user research to the development of the new solution.

Solution

‍The strategy focused on thoroughly understanding the needs and desires of customers. La user research revealed three key findings which formed the basis of the transformation:

Site speed

• ‍‍The importance of loading speed for a positive user experience was recognized.
• Salling.dk is designed Headless, optimizing web speed in all aspects.‍

Easy search

• ‍‍Customers expressed the need for an easier to use search and filter function.
• The search function and filter were optimized to adapt to customer needs and behavior.

Optimized payment flow

• The survey highlighted the need for a new payment flow.
• The payment flow was optimized to guide users through Intuitive steps, with a central focus on authentication through the Club Salling profile.

La user experience (UX) became the central focus of the new Salling.dk, with improvements to the payment flow, the search function, the filtering, the navigation and the menu items, seeking to simplify the purchase process as much as possible.

Technical Solution

• The backend technical solution was completely redesigned, adopting a headless architecture to allow continuous development and modification of the frontend.
• The platform was used Umbraco 8 and the frontend was built on Vue and Nuxt.
• Algolia was integrated as a new search and filtering function.
• The products are stored with structured data in the PIM system, Struct.