About Nelly
Nelly is an institution in the fashion world and has been around for 21 years. As one of the first e-commerce players in the Nordics, the company has a long-standing history in digital retail. Over the past two years, Nelly has undergone a transformation focused on returning to profitability and growth – a challenging yet highly rewarding journey. Helena Karlinder-Östlundh is the CEO of Nelly Group.
The Challenge
The customer experience guides every next step – Nelly makes no decisions without first testing how changes affect conversion. Payment solution decisions are based on test performance. When conversion tests in Norway and Denmark showed strong results, Qliro was selected for those markets as well. Qliro had already been in use in other markets.
The Solution
- Expanding Qliro to New Markets: Following successful tests, Nelly chose to implement Qliro Checkout in Norway and Denmark. A consistent approach has been to base decisions on customer experience and measure conversion impact before implementation.
- Data-Driven Decision Making: A core element of the collaboration with Qliro is a shared philosophy around data-driven decisions. Both parties prioritize testing multiple solutions and choosing the one that works best for the customer—an approach that has informed many of the changes implemented together.
- Focus on Customer Payment Preferences: The most important factor is offering the payment methods that customers expect. Nelly acknowledges that needs may vary depending on target audience, but for their young demographic, Qliro’s instore solution is especially appreciated and easy to offer.
The Results
Implementation in Norway and Denmark was carried out only after conversion testing confirmed positive results. These outcomes demonstrate that a data-driven approach, combined with tailored payment solutions, leads to improved customer experiences and continued growth.
The Future
Nelly continues to pursue growth and profitability through data-driven strategies. The next phase in the Qliro partnership, just like previous ones, will be guided by conversion data and customer behavior. Strategic priorities going forward include expansion, payment optimization, and channel diversification.