Case Study: HiFi Klubben achieves 141% conversion lift and 24% digital sales growth with Optimizely

The art of taking omnichannel to the next level

HiFi Klubben, Europe’s largest specialist chain for high‑quality audio with 95 stores and five national e‑shops, needed a seamless omnichannel experience so customers could research, listen and buy across digital and physical channels. Their legacy setup relied on unstructured product data and manual processes, creating long lead times and friction between online listings and in‑store availability.

Working with IMPACT, HiFi Klubben rebuilt its commerce stack on Optimizely with a microservices architecture and added InRiver PIM for structured product data, multi‑language content, coordinated campaigns, collect‑in‑store and demo booking features, and real‑time stock/demo visibility. The result: conversion up 141%, digital sales +24%, collect‑at‑store +22%, faster product setup, searchable/filterable product data and richer product content that improved the overall purchase experience.

HiFi Klubben

Karsten Birkelund

Director, eCommerce & Omnichannel