Case: Davidsen

Complex – but not for the customer

Scalable omnichannel at Davidsen - E-commerce from Hesehus

Complexity grows as the company grows

Davidsen has been busy in recent years. It has become one of Denmark’s 3 largest DIY stores measured by turnover, and it is the fastest growing. Therefore, Davidsen also experienced an increasing complexity that challenged its systems. They have grown to have 22 physical stores and 3 different online shops, all of which must be able to talk to each other. Therefore, they needed simple solutions to a complex problem. They needed to create intuitive customer journeys. They needed Hesehus.

With the webshop, Dinex makes it easy for customers to find all the data they need.

3-in-1 – one integrated solution

Davidsen has a setup with 3 different online shops. A shop for private customers, a shop for business customers and a shop for purchasing professional work wear. That, combined with the 22 physical stores and the high growth, meant that Davidsen needed a helping hand to link the physical stores with the online shop.

Morten Schulz, E-commerce Manager hos Davidsen

"The flow from a to z, when an order moves through our setup, has been streamlined to almost perfection. Today we have a business that rests on a foundation which we can easily scale in the future."

A collaboration that has changed over time

When Davidsen originally entered the collaboration with Hesehus, they needed a sounding board who could find the right solution for a new setup. The collaboration then developed into a partnership to get the new online shop ready for the topping-out ceremony. The online shop is now up and running, and Hesehus acts as Davidsen’s extended arm with a dedicated team that constantly develops the new IT solutions that match their high level of ambition.

Solid strategic foundation

Together with Hesehus, Davidsen has been able to identify its challenges and create advanced solutions that seem simple to both customers and employees. For example, stock status and delivery options have been integrated and automated in the online shop. This means that customers are not presented with confusing options at check-out, but instead have their orders shipped in the optimal way, regardless of whether they are buying a single screw or a tonne of cement.

Davidsen has acquired a complex setup that provides customers with a quick and easy overview of the products.

Caroline Popp Clausen, E-Commerce Platform Manager at Davidsen

“It was important to us that it didn’t become the customer’s problem that we had a complex setup, but that the customer experienced a very simple solution throughout.”

Omnichannel – the customer never leaves empty-handed

You can always get your goods from Davidsen. They have built a complete omnichannel solution that connects the physical store with the online shop. This ensures that customers never go home empty-handed. The solution is two-fold and consists of order-from-store and click-and-collect. Order-from-store ensures that the customer can always access the online shop in the store and get special items home from the central warehouses.

At the same time, customers also come down to the store more often when they make click-and-collect orders. The first year with this solution has moved the collection of 25% of all online orders to stores. This means that customers come in more often and get the advice they need, which also creates excellent opportunities for upselling and additional sales in the store.

Massive growth

Since the new online shops and omnichannel solutions saw the light of day in November 2019 and up to 2021, Davidsen increased its online sales by 127%. This has cemented its place as Denmark’s fastest-growing DIY store, which has grown by as much as 113% in turnover over the past 5 years. Davidsen has more than doubled its turnover in the billions.

Ready to build the future

With the collaboration with Hesehus, Davidsen has future-proofed its business. They focus to a large extent on the fact that their business is now scalable. They can easily go from the current 22 stores and 3 online shops to having many more physical stores and online shops. Therefore, it has become easy for them to increase the complexity in the future.