Customers - 2020/02/06

Didriksons – Welcome to the family!

The outdoor brand is moving from strength to strength with its pop-up stores.

One of Scandinavia’s fastest growing and most popular outdoor clothing brands is moving from strength to strength thanks to the success of its pop-up stores and its collaboration with Sitoo.

Didriksons, founded over 100 years ago, is one of the region’s leading retailers with a reputation for making strong, sturdy, durable clothes. Last year they set themselves the aim of growing and strengthening their brand through launching a series of pop-up stores.

The idea behind the move was for the brand to stay relevant while being able to offer the right products, in the right store in the right location, at the right time. In order to do this they needed a mobile point of sale (mPOS) platform that was simple to operate, easy to scale, and could be integrated with their ERP system.

Fredrik Kron, Retail Manager at Didriksons, explains:

"We don’t open pop-up stores to make a great profit, we do it to strengthen our brand and drive traffic to the resellers."

"The biggest reason for us opening the pop-ups is to create a bigger interest in our brand. The goal was to set the right processes and procedures in order to be able to open a store within 2-3 weeks after a request from a shopping mall or property owner."

“Time is the biggest challenge with pop-up stores as it goes so quickly. We wanted each store to convey a good, positive feeling and experience to our customers. However, it’s a challenge to build a store that feels attractive in such a short time. That’s why we needed a technology partner we could trust and a point of sale system that would work quickly as well as being easy for our store associates to operate.

“Sitoo’s solution is very user friendly. My experience from other POS providers is that you’ll need a manual to understand how it works. This isn’t the case with Sitoo. Sitoo is also very simple to scale up and down.

You can open stores at short notice and smoothly take Sitoo in store with you and not have to rely on a gigantic heavy cash register.

“Our experience with the people at Sitoo has also been extremely good. Everyone I have been in contact with, from the sales representatives to onboarding and support, have been very service minded and solution oriented. From day one, it really felt like this is a company that’s fun to work with.”

As well as integrating with Didriksons ERP system, Sitoo has also been integrated with Voyado, the loyalty programme Didrikson use.

Pop-up stores are becoming an increasingly popular way for brands to grab consumers and hold their attention. They give retailers the chance to capitalize on what’s important to consumers at any particular moment as well as generating hype and buzz around their products.

Fredrik Kron says having the right processes and procedures in place are crucial for pop-up stores to be a success.

"If you have the ambition to open pop-up stores you need to create efficient processes and procedures internally in your organization."

“Many people think it’s too much work for a store that will only be open for a short time but when you have everything from the technology to the interior design in place – you should be able to do it with the push of a button.

"Another tip is to build good relationships with the property owners and shopping malls, so they get in touch with you when they have a place or location to offer."

“To do all the scouting yourself is very time consuming. Simply put, if you’re fast-footed and have your processes in place, you will come a long way.”

Jens Levin, Sitoo co-founder and CEO, adds: “At Sitoo we bring a razor-sharp focus to helping ambitious global retailers meet the new ways people like to shop. Pop-up stores having become an exciting part of the changing retail landscape and we’re delighted to be working with Didriksons and making their stores a success.”

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