Elgiganten has a habit of public challenging the HUI’s forecast sales for the Christmas season.
This year the electronics chain more than doubled the growth forecast – and thanks in part HUI’s choice of the Christmas gift of the Year for that .
“We had more customers who chose to shop more and it resulted in a sales increase of 9 percent over last year,” says Niclas Eriksson, CEO of Elgiganten.
In the Christmas forecast for 2014 the HUI estimated that electronic commerce would become a winning category with a sales increase of 4 percent compared to last year. Elgiganten sighted in on making the best Christmas ever, with sales up seven percent – and now reports nine percent.
The activity bracelet and the wireless speaker were big sellers. The former definitely got a boost after being appointed as Christmas present of the Year by HUI and increased in sales by 349 percent compared to the same period last year.
“We’ve had an incredibly positive development throughout 2014 and were well prepared so we had all the prerequisites for a really strong Christmas sales. We had more customers who chose to shop more and it resulted in a sales increase of nine percent, says Niclas Eriksson, CEO of Elgiganten.
Elgiganten also improved its customer satisfaction ratings during December. 86 percent of customers said they were “very satisfied” or “Satisfied” with their visit which is an improvement over last year’s rating, which stood at 80 percent.
“This is the result of which I am most proud of. Our employees have done a fantastic job during the holiday shopping season, giving our customers better service and a better overall experience during the busiest period of the year and it means a lot to us as a company and our brand, “says Niclas Eriksson.
Each year also offers a surprise in sales. In the Christmas trade in 2013 it was the circulation manager Revitive who made an explosive entrance of Swedish households. This year it was a hot dog machine with the ability to heat two sausages with bread.