Repositioning an icon

Åhléns are renowned for providing “everything”. And that was exactly the challenge. It have made Åhléns successful for decades, but now they had ambitious plans to re-think their positioning, and go from being liked, to loved.

We began big and started the journey with researching and quantifying the consumers needs, drivers and attitudes towards Åhléns. We undertook stakeholder interviews, did store visits, went to Åhléns archive and looked into competition from a consumer, business, and brand perspective. Once we had a solid analysis of Åhléns current situation and competitive landscape we could formulate potential routes to successfully re-position the iconic brand. It gave us a solid direction: Åhléns needed the Human Touch.

With this in mind, we created an omni channel experience around the brand. The goal was to connect stores, e-commerce, customer service and digital touch points in order for the customer to seamlessly move between them throughout the customer buying process. All with the keyword human touch. 

Looking at Åhléns today, we know we’ve succeeded. They’re people centric when it comes to products, caring when it comes to CSR, more selective when it comes to purchasing and has a stronger voice in their communication. All in all, they’re on a path to being loved. <3