Press release -
Slöjd-Detaljer launches a new digital customer experience – in collaboration with Grebban, Norce, and Voyado
Slöjd-Detaljer launches a new digital customer experience – in collaboration with Grebban, Norce, and Voyado. One of the most advanced B2C/B2B e-commerce initiatives in the Nordics – featuring modern architecture, advanced pricing logic, and an inspiring customer experience.
Slöjd-Detaljer, one of the leading Nordic companies in crafts, handicrafts, and creative activities, is launching a new digital customer experience that puts inspiration and customization at the center. With an entirely new e-commerce platform, developed in collaboration with Grebban, Norce, and Voyado, Slöjd-Detaljer strengthens its digital position and makes it easier for customers to explore their creative interests – tailored for both private customers and the public sector.
The new e-commerce platform has been developed with the ambition not only to sell materials but also to inspire and guide customers throughout the creative process. The platform is built on Norce Commerce, with Grebban's accelerator GrebCommerce as the foundation and Voyado for personalization and intelligent product recommendations.
"Our vision has been to create a digital experience that reflects the passion and creativity we stand for. The new e-commerce platform makes it easier for our customers to find the right materials while inspiring and guiding them in their creative pursuits. Thanks to the collaboration with Grebban, Norce, and Voyado, we now have a flexible, future-proof platform that can evolve alongside our customers' needs," says Peter Medin, CEO of Slöjd-Detaljer.
A rebranding and digital transformation in one
The project has included a complete rebranding, a new design, and a technical platform that enables a more dynamic and personalized customer experience.
- Grebban, as a leading e-commerce agency, has served as the implementation partner for the project, providing services such as project management, brand strategy, brand design, e-commerce design (UX/UI), design systems, web and system development, and system architecture.
- Norce Commerce is the technical backbone with its headless architecture, giving Slöjd-Detaljer the freedom to customize its e-commerce experience.
- Voyado has been implemented to enhance search functionality, product recommendations, and personalized content based on customer behavior.
"We are proud to have been entrusted with leading Slöjd-Detaljer's digital transformation. By combining strategy, design, and technology, we have created an inspiring and high-performing e-commerce solution that elevates both the brand and the customer experience," says Maria Bodegård, VP of Client Success, Grebban.
Advanced B2B functionality – a tailored solution for the public sector and organizations
Beyond enhancing the B2C experience, significant efforts have been made to create a powerful and flexible B2B workflow, specifically designed for schools, municipalities, and organizations – an important target group for Slöjd-Detaljer. The solution includes:
- Three customized checkout flows: B2C (Klarna), B2B (Klarna), B2B for Schools/Public Sector/Organizations (Invoice)
- "Universal Login" – a login system where a user can be linked to multiple organizations and choose how they wish to shop (e.g., as an individual or on behalf of various schools)
- Quick retrieval of customer information via customer number in checkout
- Support for dynamic pricing lists, managing personal, corporate, and exclusive lists in real-time.
- Advanced pricing logic prioritizing contract-based price lists over Norce's standard pricing model
Personalization and inspiration at the forefront
The new e-commerce platform allows for the integration of user-generated content (UGC), enabling customers to inspire one another by sharing their creative projects. Meanwhile, Voyado provides powerful tools for creating a more personalized shopping experience based on user behavior.
"With Voyado, Slöjd-Detaljer can now offer a more intuitive and relevant shopping experience where customers can easily find what they need – while also being inspired through tailored content and product recommendations," says Caroline Berglund, Account Manager, Voyado.
Beyond functionality and performance, the project has strongly focused on inspiration. The project included:
- Migration of over 3,200 guides and 1,000 blog posts
- Categorization for seasons, holidays, and activities
- UGC management, where customers' uploaded images are automatically linked to products in the PIM system
- Wishlist, "Notify Me," and saved cart options for each customer
- "My Pages" for order history and customer account management
A technological shift for the future
For Slöjd-Detaljer, switching platforms was a strategic decision to meet future demands for flexibility and scalability. The previous solution was limiting both technically and operationally. With Norce Commerce, Slöjd-Detaljer now benefits from a modern, headless-based architecture, enabling faster development and greater flexibility to adapt the platform over time.
"Norce is built for the future of e-commerce, and we are delighted that Slöjd-Detaljer has chosen our platform as the foundation for their digital growth. With a combination of flexibility and a strong ecosystem, they can continue to develop their e-commerce and create a better customer experience," says Rikard Andersson, CRO, Norce.
Strong initial results
The new e-commerce platform has delivered positive results, including improved navigation, enhanced search functionality, and increased customer engagement. Slöjd-Detaljer now looks forward to continuing to develop the platform and strengthening its position as the leading destination for creative inspiration in the Nordics.
About Slöjd-Detaljer: For over 50 years, Slöjd-Detaljer has been spreading the joy of creativity by offering a wide range of hobby, craft, and educational materials to individuals, businesses, and the public sector. Now in its third generation, the company is based in Skara, Sweden, where all functions – from purchasing, marketing, and customer service to warehousing, creative departments, and a physical store – operate under one roof.
Combining tradition with innovation, Slöjd-Detaljer has evolved from a mail-order business into a modern multi-channel retailer. Today, sales take place both online and in physical stores, with an annual turnover of approximately 130 million SEK. The product range includes around 9,500 items within crafts, DIY, and art – from woodworking and textiles to jewelry making and painting – complemented by courses and workshops to inspire even more creative expression.
About Voyado: Voyado is a SaaS company that helps retail brands create hyper-relevant shopping experiences, increase customer loyalty, and drive business growth. Their AI-driven customer experience platform includes a product discovery engine with deep product knowledge to anticipate and respond to visitors' intentions on e-commerce sites, as well as a multi-channel marketing platform that offers invaluable insights and campaign tools to deliver automated and personalized shopping experiences.
The company is headquartered in Stockholm, Sweden, and has over 300 employees across Northern Europe. They are rapidly growing with customers worldwide.
About Grebban: Grebban is Scandinavia’s leading agency for brand-driven e-commerce and digital flagship stores. We help ambitious brands create market-leading e-commerce solutions through a combination of strategy, brand design, UX/UI, and technical implementation. With a deep understanding of both branding and conversion, we develop digital commerce experiences that strengthen customer relationships and drive growth, combined with scalable technology solutions. Grebban has offices in Stockholm, Gothenburg, Oslo, Copenhagen, and London.
About Norce: Norce is the Nordic region’s leading SaaS platform for digital commerce. We provide B2B and B2C companies with powerful technology to accelerate their digital transformation. With a composable architecture, API-first development, and True SaaS, we meet the most advanced needs. Each year, over ten million transactions are processed through our platform, exceeding a total value of 20 billion SEK.
