Digital transformation for Sweden's largest white goods dealer

The overarching goal of Elon's digital business is that their brand promises should be reflected in every meeting with the customer, as well as offering the best service experience in the business. In 2014, we launched Phase 1 of a completely new web platform and underlying business processes for handling product information and marketing. The project now enters the next phase where all of Elon's stores will be integrated with the e-store - one step closer to the goal of a complete omnichannel business.

Ninetech have been involved in our whole process, both as advisors and implementers. From strategic analysis, drawing up the business model for our digital venture, to execution and technical implementation. They've shown a wide range of competencies and skill in this very complex and challenging project. I'm very pleased and look forward with confidence to the next phase of the project!



Facing the expectations of tomorrow's consumers is demanding in a lot of ways. Mobility, transparency between channels and maintaining a high service level even in digital channels were basic requirements in the project. Creating direct links to the in-store campaigns in a network consisting of close to 200 (!) free-standing retailers requires - apart from the right strategy - an architecture, organisation and tools that support that vision.

A challenge for all players in retail, but with an added dimension due to the legal structure of freestanding connected retailers.


Together with Elon, we have analysed and adapted strategies, business model and business rules to support the new vision fully. This in combination with scalable technical architecture and information flows that connect integrations on both group and individual retailer level.


Phase 1 - the launch of - has shortly after release in 2014 resulted in a 30 % increase in traffic to the site. The quality of content has been improved and the interface is modern and completely responsive. Apart from that, we've also launched a completely new way of working with Elon's business and new internal roles supporting the digital business.

A first of many steps on a journey toward a complete digital business.

Together with Ninetech, we've created a really good feeling about the future and where we're going. We have through this venture gotten a great opportunity to create the industry's absolute best consumer experience regarding services both in-store and through digital channels.


Subprojects & solutions 

  • Consulting & business development. Strategy and business model for digital business
  • Change management. Process and organizational change management (assortment, content marketing, customer service)
  • Solution architecture. Platform development and integration model 
  • Business logic and adaptation of Jeeves.
  • Integration. POS system
  • UX, design and web development
  • Implementation and adaptation of nopCommerce

For more information, contact Niklas Hellberg

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