Challenge
For Slöjd-Detaljer, a single storefront needs to serve three very different types of customers. Around half of revenue comes from consumers buying materials for projects at home. The other half is split between two distinct B2B business segments: business customers and the public sector, including schools, care services, associations, and other municipal organisations purchasing through procurement agreements.
Each group buys differently. Consumers see list prices. Businesses buy with contract prices and customer-specific price lists. Public-sector customers add another layer of complexity, where the person placing the order, the organisation that signed the agreement, and the party paying the invoice are often three separate entities. For example, a single teacher might order on behalf of several schools. That kind of structure is rarely something standard commerce solutions are built to handle. Add volume pricing, tiered pricing, and campaign logic, and the complexity quickly grows.
"We know our world is very complex, with customer types, products, and prices. That is often what has tripped us up in the past," says Caroline Hedberg, Marketing Director at Slöjd-Detaljer.
With ecommerce accounting for around 60 percent of Slöjd-Detaljer's EUR 11 million in annual revenue, the company had outgrown its existing setup.
Peter Medin, CEO, describes the risk: "It ended with one person who understood the code. That felt very risky. The moment something happened, he was the only one who could help us."
With ecommerce accounting for around 60 percent of Slöjd-Detaljer's EUR 11 million in annual revenue, the company had outgrown its existing setup.
Peter Medin, CEO, describes the risk: "It ended with one person who understood the code. That felt very risky. The moment something happened, he was the only one who could help us."
"We know our world is very complex, with customer types, products, and prices. That is often what has tripped us up in the past."
Caroline Hedberg, Marketing Director at Slöjd-Detaljer
"It ended with one person who understood the code. That felt very risky. The moment something happened, he was the only one who could help us."
Peter Medin, CEO at Slöjd-Detaljer
Action
Slöjd-Detaljer rebuilt its ecommerce around Norce Commerce as the commerce engine, with Norce PIM and Norce Pricing managing two of the most business-critical areas: product data and complex pricing logic. Grebban built the frontend and led the implementation.
The tech stack includes:
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Microsoft Dynamics 365 Business Central as ERP
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WordPress as CMS
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Voyado Elevate for search and product recommendations
- Custom invoice checkout for payments
- Ingrid for logistics
A key requirement was the ability to manage pricing across all three customer types. Norce Pricing handles contract prices and customer-specific price lists for business customers, as well as the pricing structures required for public-sector procurement agreements. Volume and quantity-based pricing can be applied across the product range. The team also has a greater freedom to run campaigns, such as automatic discounts at checkout or offers that require a code, something the company could not do before.
"Building promotions, with and without discount codes, is a very powerful tool. It was far more complicated before. That is why we didn't do it. We couldn't even have it," Caroline Hedberg adds.
Product data was the other key part of the rebuild. With Norce PIM, the team structures product information at scale and controls exactly what appears on each product page, without routing changes through a developer first.
"It comes down a lot to how we present products on the site, together with matching accessories and related products. We have built out the product page to present each product much better."
"Everything we have built, and everything we have done in restructuring our IT, we have built for growth."
Caroline Hedberg, Marketing Director at Slöjd-Detaljer
Impact
The complexity that once held the business back is now managed within one ecommerce setup, and the results followed. The pricing structures behind public-sector agreements now run without workarounds. In the 14 months after moving to Norce Commerce, average order value increased by 20%, from EUR 64 to EUR 77. During the same period, customers added nearly 19% more items to each order. A large part of that comes from upselling capabilities the company did not previously have.
Revenue increased by 8.1%, and the team is also seeing more returning customers, including in the consumer segment where loyalty is harder to build.
The online channel, which accounts for most of the company's revenue, now runs steadily on a more stable foundation. "You don't have to worry about it crashing over the weekend." says Caroline Hedberg.
Asked what the single biggest value is, Caroline points to control over their own data. "It comes down to having more control of our data. We can structure our own data in a way that actually works."
That control changes how the team spends its time. Less time goes into admin, leaving more room for business development and data-driven decision making.
"Everything we have built, and everything we have done in restructuring our IT, we have built for growth," says Caroline Hedberg.
With the foundation in place, Slöjd-Detaljer is now looking ahead to new markets and AI-powered tools built on data they can trust.
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