Omnium as the heart of the omnichannel strategy

How HiFi Klubben built a scalable omnichannel foundation across five markets

HiFi Klubben is Europe's largest retail chain for high-quality HiFi and home audio, with more than 95 physical stores and online stores across Denmark, Norway, Sweden, Germany, and the Netherlands.

HiFi Klubben initially started using Omnium to support their customer service. Over time, Omnium's role expanded to become a central part of how HiFi Klubben unifies customer and order data, streamlines operations, and supports continued growth across multiple markets.

Where they started

Before Omnium, HiFi Klubben's systems were struggling to keep up with growing orders. Their 14-year-old POS system was outdated, servers couldn't be upgraded, and their ERP system couldn't handle the long order history required by a 10-year warranty. E-commerce features weren't built for omnichannel and mostly relied on workarounds.

To support future growth, a change was needed. Over the next five years, HiFi Klubben completely rebuilt their technology. Instead of relying on one system to do everything, they put together a set of specialized tools that work well together. Omnium OMS was chosen as the central hub for managing customer relationships, starting with customer service. This allowed service reps to access and manage orders from both physical stores and online, reduce duplicated customer data, and improve order flows.

Over time, they expanded their use of Omnium, becoming less dependent on their ERP system and gradually unlocking more omnichannel capabilities. Orders came from both online and physical stores, customers interacted across multiple touchpoints, and customer service needed fast, reliable access to accurate data.

What started as a need to support customer service more efficiently became part of a broader goal: creating a connected, scalable, and consistent customer experience across five countries, while preparing their digital infrastructure for future growth and new sales channels.

Why Omnium

HiFi Klubben needed a solution that could support both immediate operational needs and long-term omnichannel growth. Their priorities were:

• A unified view of orders and customers across all channels
• Fast access to historical order data
• A solution that could be implemented gradually and expanded over time
• Flexible access control across markets, stores, and roles

Omnium consolidated data from online shops, physical stores, and backend systems into a single platform, allowing HiFi Klubben to work from one shared source of truth.

The solution

HiFi Klubben implemented Omnium step by step, starting with customer service to avoid disruption. It now provides a centralized customer view with access to more than six years of order history.

Integrated with Optimizely and HiFi Klubben's ERP system, Omnium synchronizes orders, inventory, reservations, and expected delivery dates. Inventory can also flow back to Optimizely to prevent overselling or reserve items for specific locations or customers.

With access rights management in place, employees see only the markets, stores, and functions relevant to their role. Staff in physical stores can also log in and view customer order history with just a few clicks.

The outcome

With Omnium, HiFi Klubben has:

• Established a shared, cross-channel view of order and customer data
• Improved efficiency and response times in customer service
• Enabled store employees to quickly access customer order history
• Built a scalable foundation for continued omnichannel growth