About Nordicfeel
Beauty pioneer NordicFeel Group is undergoing a transformation with the goal of challenging the e-commerce beauty sector. NordicFeel Group was an early player in the online beauty space, but for a long time its focus was split between the brands Nordicfeel, Blush, and Eleven.
Now, the company is undergoing a major restructuring, bringing all three brands together under the unified NordicFeel Group umbrella.
As part of the rebranding, the team has been streamlined and specialized.
"We've shifted from having employees who are generalists to hiring specialists. Recruitment has come from tech companies, and our current mindset is to work agilely, test new ideas quickly, and continue with what works. This is a mindset that’s relatively uncommon in e-commerce, where work often happens on a broader level", says CEO Lisa Karlsson Bruzelius, who is behind and driving the NordicFeel Group’s transformation journey.
The Challenge
“We’ve worked continuously to streamline the experience on our site so that the transition from three brands to one goes as smoothly as possible. We’ve had many positive experiences working with Qliro, as they align with our culture and the way we want to do things. We share the mindset of wanting to work the same way and test new things. There’s a fundamental level of trust that makes this journey possible", says Lisa Karlsson Bruzelius.
NordicFeel Group has undertaken a major overhaul, relocating warehouses, closing physical stores, and replacing several tech solutions. All of this supports their long-term ambition of becoming the number one challenger in the Nordic beauty segment.
The Solution
Qliro’s payment solution has been a key partner in this transformation effort, with the two companies working closely to realize NordicFeel Group’s ambitious goals.
For data expert Björn Idrén, CCO at NordicFeel Group, Qliro’s analytics and insights have been invaluable in optimizing the customer experience in the new e-commerce setup.
"Qliro helps us with everything from deep conversion rate analyses to identifying issues on our site that we hadn’t even considered. We work closely with their analysts, allowing us to quickly share insights and ideas to drive the business forward. Together, we’ve identified and implemented several actions based on shared information and insights. I’ve never encountered a payment solution provider that offers this level of collaboration and service", Björn explains.
Evelin Kaup, CPO at Qliro, notes that the close partnership with NordicFeel Group has been mutually beneficial.
"In our product development, it's extremely important to have test partners who are willing to provide feedback. We've had a great relationship with Björn and his team, and they’ve helped us develop our new checkout solution, Checkout 0.0, aimed at boosting conversion rates. NordicFeel Group is very eager to be first with new features, and it’s been a pleasure to support each other in that way", says Evelin.
The Results
"Qliro never develops anything unless we clearly see it’s driven by data. That’s why we constantly talk to end customers, do research, send out surveys, and collect insights. We’ve learned a great deal about how businesses work through our dialogues with Lisa and Björn. We create value for them and support them technically, while at the same time gaining important research for ourselves. The trust-based relationship we’ve built is simply fantastic", says Evelin.
The Future
Qliro and NordicFeel Group enjoy a symbiotic relationship that fuels both innovation and business development. Qliro leverages feedback from NordicFeel Group to evolve their product offering, while NordicFeel benefits from tools and insights that support their growth ambitions.
"The collaboration with Qliro is a key success factor, and we look forward to continuing to grow together", concludes Lisa Karlsson Bruzelius.