Kappahl boosts e-commerce services

By

Sandra Halliday

Published
Oct 2, 2017

It may be rather late to the party but fashion retailer KappAhl has launched click & collect from its stores as well as a ‘shop online in-store’ service.

The company is going all out for omnichannel sales and said the new approach debuted in Sweden last week with Finland and Norway to follow later this month.

“Every way of shopping should be integrated. Online and physical stores aren’t different channels, they’re two parts of the same KappAhl,” said Charlotte Katz, Head of Digital at the firm. “The customer chooses, we deliver. Because there is always stock online, this means that items are never sold out in stores either.”

The company said its first few days of Swedish omnichannel sales have seen a positive effect on turnover with a strong reception from both sales staff, who are able to offer a better service, and customers.

The firm has 169 stores in Sweden and has 52 in Finland with another 90 in Norway.

It said the new strategy makes up two key steps in its “journey to digitisation and a seamless buying experience based on the customer and their needs.”

KappAhl is particularly strong in Scandinavian markets but also operates in countries including Poland and the US. It has seen stronger results in recent periods with its first half figures released in April showing rising sales and profits. It said Q3 was tough but it was also profitable. Q4 and full-year figures will be out soon.