Jaan Ivar Semlitsch: Elkjøp, Number One in Nordics

For some years, part of the Dixons Carphone group, Elkjøp Nordic by far dominates the Nordic TCG markets, and has been around since the 60’s. Its down-to-earth CEO, Jaan Ivar Semlitsch, is renowned for his innovative sales ideas and a dedication to customer support. To this end, customer service feedback is at an all-time high, with satisfaction running at 91% in Norway in December 2015 (as opposed to 86% the previous year). We asked Mr Semlitsch what his company’s greatest challenges are today.

Keeping up with growth and further improvement in customer satisfaction while at the same time reducing costs.


"Products are becoming more complex and integrated and more advanced, and therefore the face-to-face customer experience and competency is increasingly essential"

What is changing in the way services and solutions are being offered?  They are becoming more tailor made, and more solution oriented. The customer expects the retailer to take full responsibility for the value chain.

How are customers able to be better satisfied with face-to-face service and why is this important? Products are becoming more complex and integrated and more advanced, and therefore the face-to-face customer experience and competency is increasingly essential.

What new marketing techniques are you finding to be the most interesting?
A lot: click and collect, express delivery, digital marketing, one-to-one communication, trust building.

You have been working on an innovative “happy or money back” guarantee. Could you tell us a little more?
Most stores in the Elkjøp corporation have a 30 day full refund policy which allows consumers to try the product at home and still return it for any given reason, often with the exception of, including but not limited to, mobile phones, software, internal hardware components and consumables, which need to be sealed.

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