Winter in the Scandinavia is more than just a season—it’s a unique experience that draws tourists from around the world. With landscapes transformed by snow and ice, activities like Northern Lights viewing, skiing, and traditional sauna sessions have made winter tourism a booming industry across Norway, Sweden, Denmark, Finland, and Iceland. For retailers, this influx of tourists and locals alike looking to embrace the season presents a prime opportunity to enhance customer engagement and drive sales.
As winter tourism continues to grow, so do the expectations of modern consumers, who increasingly seek out shopping experiences that offer convenience, sustainability, and a taste of local culture. For Nordic retailers, capitalising on these trends can turn seasonal peaks into long-term customer relationships.
In this blog, we’ll dive into the top winter trends shaping the Nordic retail landscape and offer actionable strategies that retailers can use to capture attention and create lasting impressions.
Key Nordic Winter Trends Shaping Retail
As winter arrives, retailers in the Nordics have the chance to appeal to both local customers and the seasonal influx of tourists. Here are some of the key trends shaping how customers—both familiar and new—shop during this time:
- Use Smart Store and Product Assistants: Use digital store and product assistant for useful navigation tips to help customers explore your other store locations, nearby attractions, and hidden gems in-store, seasonal promotions, and loyalty perks —enhancing their connection to your brand and driving foot traffic.
- Use Purchase Data to Stock High-Demand Winter Items: Analyse purchase data to determine your most popular seasonal products and stock these items for winter shoppers. Promote this collection through smart touchpoints, and recommend these items during product browsing and checkout to guide customers toward seasonal favourites.
- Use In-Store Retail Media to Showcase Winter Collections: Winter-focused in-store displays bring seasonal items to the forefront, helping your customers find essentials with ease. Use in-store retail media like digital screens, themed signage or digital receipts to highlight this collection and direct customers to the season’s must-have items.
- Offer Promotions that Align with Seasonal Activities: With winter activities like skiing, the Northern Lights, and sauna experiences, tourists and locals are immersed in Nordic culture. By offering discounts on winter gear, buy-one-get-one offers on cosy home goods, or limited-time deals tied to seasonal holidays, you can connect with customers’ seasonal routines and enhance their winter experiences. A great example is the Danish brand, Sostrene Grene’s Christmas campaigns, where they blend their Christmas collection with the Scandinavian Christmas atmosphere.
- Use Digital Receipts to Continue the Conversation: Use digital receipts to collect customer opt-ins for email or WhatsApp and loyalty sign-ups. This approach enables post-purchase contact with the customer and adds value beyond the initial purchase.
- Send Personalised Follow-Up Messages: A simple post-purchase message can nurture your relationship with customers. For first time buyers, this could include a thank-you note, an invitation to share a review or a discount for future online purchases. For loyal customers, use follow-up messages to share exclusive content, updates on new seasonal items, or special events, creating a meaningful and ongoing connection with your brand.
- Highlight Sustainability through Multiple Channels: Showcase your eco-friendly products and initiatives and educate customers on details like ethically sourced wool or digital receipts to reinforce their eco-conscious choices and demonstrate your commitment to sustainable retail. For example, brands like 66° North and Fjällräven highlight their eco-friendly outdoor wear made from natural or recycled materials.
Winter in the Scandinavia is more than just a season—it’s an opportunity to connect with your customers in meaningful ways, whether they’re locals seeking familiarity or tourists exploring the magic of the region. refive’s digital solutions can help you tap into these opportunities effectively by leveraging the latest retail technology to enhance your customer experience and drive measurable results.Discover how refive can transform your customer engagement with digital receipts. Book a demo with us today and let’s make this winter your most successful season yet.
