ARK Bokhandel's omnichannel transformation

Challenge

ARK faced mounting pressure from global e-commerce giants entering the Norwegian market. Amazon was preparing to sell Norwegian books and e-books, while technology giants Apple and Google were establishing their presence in Norway.

Traditional bookselling was under threat from multiple directions: online shopping, digitalization, and industry fragmentation. To win the battle for Norwegian book customers, ARK needed to make it easier to search for, find, and buy books across all channels - whether in stores, online, or on mobile.

The company's ambition was clear: deliver the best service quality and fastest delivery while creating seamless experiences bridging physical stores with digital offerings. Their "click and collect" strategy would symbolize this blend, offering online convenience combined with in-store service.

Solution

Pearl Group delivered a comprehensive SAP Commerce solution with integrated logistics, serving as strategic partner and advisor with responsibility for daily operations, management, and ongoing development.

The solution combined multiple SAP technologies to create a unified platform. SAP CRM provided customer insights with comprehensive campaign and budgeting functionalities integrated with SAP ERP, BI, and POS systems. The CRM serves as the master for all business logic across channels, including the loyalty program supporting 900,000 ARK friends and a customer center coordinating all processes.

The SAP eCommerce Suite handles all online processes for mobile and web, connecting to business logic in CRM and ERP for dynamic pricing, promotions, inventory management, and personalized content based on customer behavior across different channels.

"ARK intends to be the leading chain of booksellers in the world when it comes to meeting the digital revolution. For that we depend on an effective and stable business partner who can supply innovative and technically advanced solutions," explains Kjartan Dannatt, Marketing and E-commerce Director of ARK.

Customer's benefits

The transformation delivered remarkable business results. ARK increased turnover by more than 30% and captured significant market share in a challenging market facing increased internationalization. This growth substantially exceeded both general retail and the bookselling sector specifically.

The seamless customer experience spanning stores and digital offerings proved crucial to success. The "click and collect" service became a symbol of how ARK successfully blended online convenience with physical retail, meeting evolving customer expectations for flexible shopping options.

ARK's pioneering approach earned industry recognition, winning the annual prize for Omnichannel Company of the Year. The company established itself as a beacon in the book retail sector with a leading solution that positioned them well ahead of competitors.

"We are quite convinced that a large part of the growth can be attributed to the system, which enables us to offer a good customer experience across the channels," Dannatt notes, highlighting the direct connection between technology investment and business results.

The long-term partnership with Pearl Group continues to drive innovation and development. "Pearl is an important partner for us. When we launched the system in 2013 it was a pioneering project. We are still a long way ahead," Dannatt concludes, emphasizing both the initial innovation and sustained competitive advantage.

ARK Bokhandel's omnichannel transformation

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