Shoppers in the country of Sweden have always relied on Åhléns to o er a wide-range of goods—from clothing to beauty products to housewares. And the store is a landmark in nearly every city in Sweden, with 70 locations throughout the country. Eighteen of them are in the Stockholm area alone.
But as more and more customers gravitated toward online shopping, favoring it over instore experiences, the retailer knew it had to change. In 2014 they turned to Brightstep, now part of Accenture Interactive, to create an omnichannel presence, one that was seamless and consistent regardless of the point of entry. With an approach that adapts to tablets, mobile and desktop. Although Åhléns had a website, ahlens.se, it was mainly used for marketing purposes and not as an ecommerce channel.