Jaan Ivar Semlitsch: Elkjøp, Number One in Nordics
Keeping up with growth and further improvement in customer satisfaction while at the same time reducing costs.
"Products are becoming more complex and integrated and more advanced, and therefore the face-to-face customer experience and competency is increasingly essential"
What is changing in the way services and solutions are being offered? They are becoming more tailor made, and more solution oriented. The customer expects the retailer to take full responsibility for the value chain.
How are customers able to be better satisfied with face-to-face service and why is this important? Products are becoming more complex and integrated and more advanced, and therefore the face-to-face customer experience and competency is increasingly essential.
What new marketing techniques are you finding to be the most interesting?
A lot: click and collect, express delivery, digital marketing, one-to-one communication, trust building.
You have been working on an innovative “happy or money back” guarantee. Could you tell us a little more?
Most stores in the Elkjøp corporation have a 30 day full refund policy which allows consumers to try the product at home and still return it for any given reason, often with the exception of, including but not limited to, mobile phones, software, internal hardware components and consumables, which need to be sealed.