Møbelringen

Omnichannel Strategy with e-commerce at the core

Møbelringen’s digital transformation, powered by a headless architecture, has created a more seamless customer journey with an immediate, positive impact across all sales channels.

A well-established Norwegian furniture retailer, Møbelringen is recognized for its high-quality products and extensive network of stores, making it a trusted destination for anyone looking to furnish their home. However, as consumer expectations shifted toward omnichannel experiences, Møbelringen needed to modernize its digital platform.

From Burning Platform to Headless Architecture

Møbelringen’s new website and online store have a unique integration with their warehouse system. Alpha Solutions joined the journey early and now handles the platform's daily operations.

"We are now just as good online as our strongest competitors," says Linda Trulsen, Head of Marketing at Møbelringen.

Before starting the project that resulted in a new e-commerce solution, Møbelringen also switched out their former IT provider. Alpha Solutions has been part of the project from start to finish and continues to manage the platform.

"It was worth the switch. We’ve got the collaboration we were aiming for. We needed to be prioritized – and we are. The project manager from Alpha Solutions has practically moved in and become a part of the team. Being a smaller, more agile company allows them to be closer to us," says an enthusiastic marketing chief.

Technologies

Better Digital Presence Boosts Omnichannel Strategy

With greater flexibility at its disposal, Møbelringen has refined the customer journey to align with its business operation and customer needs.

Møbelringen has a clear omnichannel strategy, where the chain’s 70 physical stores are the heroes, and the online presence serves as a bridge between the digital and the physical, using state-of-the-art technical solutions. The new e-commerce solution is built on Adobe Commerce and headless architecture.

The CMS is decoupled and creates much more flexibility. In the future they will have more freedom to choose and develop new features and technology based on business needs and market demand.

“Physical sales and in-store experiences remain our main strength, but the new online solution makes it easier for customers to choose where they want to shop.”

Sales have picked up and show a positive trend since the launch of the new e-commerce platform, though Linda Trulsen doesn’t believe the platform alone deserves all the credit.

“Customers are more satisfied now than before – that’s what the feedback tells us.”

All in on the Digital Investment

“We’ve increased our investments across the board. We’re going all in. We've gotten a website that is faster, looks better, and provides future opportunities.

Alpha Solutions excels in the development side. They’re skilled, fast, and get the job done. We haven’t experienced many issues since launch. It’s been a stable and well-functioning team. They’ve also been very strong in project management.

Everyone in e-commerce has an external partner. For us, it’s a reassurance to have a partner who knows all our systems and understands how everything fits together. They’re familiar with our technical setup and toolbox. We’re very happy with our partner Alpha Solutions," says Linda Trulsen, Head of Marketing at Møbelringen.

About Møbelringen

Møbelringen was founded in 1985. Since then, they have expanded to 70 shops across all of Norway. The new webshop and website is a part of the project with Møbelringen Digital, launched in 2022 in order to strengthen the furniture retailer's digital investments.

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