In the second season of the Vincit Talks vodcast, we’ll be discussing the fundamentals of digital business: online stores, web services, customer data, customer experience, and more.
We invited Reima’s Chief Experience Officer Johanna Sarviharju to discuss how Reima is adapting to changing global markets. We covered a wide range of topics, including their multichannel strategy, internationalization, and customer experience. Read on to learn more.
Thriving across multiple markets and channels
Reima is a Finnish children's wear brand. They now export about 80% of their products outside of Finland, with about 60% of sales coming from digital channels. Reima’s strategy is to strengthen its own sales channels while maintaining partnerships with retailers. Digitalization plays a major role in Reima’s global reach, especially in markets without physical stores like North America, where the brand relies heavily on e-commerce.
In our talk, Johanna emphasized the importance of understanding customer needs through data. By doing this, they can improve customer experience across Reima's digital and physical channels, including e-commerce, mobile apps, and social media.
This multichannel customer-centric approach is central to Reima's strategy, helping to provide the best experience possible and adapt to regional market preferences. Of course, there is complexity in managing multichannel engagement as different channels emerge or decline in various markets – but the results are worth it.
Putting the customer at the center
Customer experience and feedback drive Reima's development strategies. They work to understand customer sentiment and adjust their strategies accordingly. For example, Reima uses a Net Promoter Score (NPS) and also social listening where they map out the social media landscape. Reima values a seamless customer journey across channels.
Reima's agile development model combines various teams to ensure better collaboration on cross-functional projects and to keep the customer in focus. Johanna emphasizes that being flexible with channel prioritization is key.
Adaptability is essential to respond to shifting market conditions and consumer habits. Monitoring the preferences of new generations of parents and their shopping habits is also important to keep Reima relevant now and in the future.
