THE RECIPE FOR AN EXCLUSIVE ONLINE BUYING EXPERIENCE

As a sole trader, receiving the continuous mentoring offered by the Genstart Erhverv i Gadeplan (GEIG) programme is a huge luxury. This is how Klodekær describes its participation in GEIG. Klodekær is a physical shop in one of Rønne's small streets, selling unique arts and crafts from local producers. Owner DitteMarie Koudal had an ambition to build an online universe around the shop, which would be an extension of the exclusive feeling she tries to give her customers in the physical shop. At the same time, the online universe is intended to ensure increased visibility for the shop's goods and the opportunity to sell to customers outside Bornholm. Klodekær's challenge largely lay in cracking the code to create an online universe that takes into account the fact that many of the shop's items are one-off arts and crafts. DitteMarie Koudal is extremely reluctant to risk finding herself in a situation where she sells an item in the shop and later discovers that the same item has also been sold online.

Med Klodekær has an online universe and a common thread been created for the physical shop. Klodekær has received sparring on online advertising that is not about selling volume, but about advertising exclusively to a targeted audience. All online sales take place via inquiry, so Klodekær avoids double selling of unique arts and crafts. The inquiry rather than direct sales contributes to the exclusive buying experience, and this has not deterred customers or the volume of inquiries.