Niclas Eriksson began his career within the company as a salesperson in 1995 and now takes responsibility for over 10,000 employees in the Nordic region. When asked how his background from the shop floor will be noticeable in his new role, he highlights customer focus and company culture.
I have lived and breathed retail for over 30 years, but the great achievement within the company comes from our 10,000 employees. I believe in transparency and clarity, where we all work towards a common goal. The internal culture must also be strong, whether you work in a store or in the office, says Niclas Eriksson.
To Maintain Results
Elkjøp Nordic recently reported a turnover of over 50 billion Norwegian kroner with an operating profit of 1.3 billion Norwegian kroner for the broken financial year 2025/2026. To maintain this momentum, Eriksson plans to build on the existing strategy.
I have been part of the group's management team during my 14 years as CEO of Elgiganten Sweden and we have a clear and good strategy that I will continue to prioritize but also develop. Here, employees and customers are the main focus. In addition, it is important to keep the company on its toes in order to both continue to deliver results and transform ourselves so that we always keep up with rapid developments, he explains.
Omnichannel and Increased Personalization Online
Currently, e-commerce accounts for approximately one-third of the group's total turnover. According to Eriksson, the digital business will continue to grow, but he also emphasizes the importance of the interaction between online purchases and the 400 physical department stores and shops.
Sometimes you want to shop quickly from home, while at other times you need help and advice on site. Here, our omnichannel offering is a strong key. We will be where the customer is, where you can combine our different channels on your terms, says Niclas Eriksson.
Consumer purchasing behavior has recently shifted more towards strategic purchases. To meet these demands, Eriksson believes that e-commerce needs to develop further and function more as a guide.
E-commerce has been responsible for quick purchases but needs to become more inspiring and educational. Choosing the right product is not always easy. E-commerce needs to guide customers more so that you feel you are getting the right help. Personalization will make us more relevant, where we can help each customer based on their wishes and needs, concludes Niclas Eriksson.