We recently sat down with Robin Salazar, Global eCommerce Director at Swedish sports fashion brand Björn Borg, to learn why they chose Contentsquare’s Digital Experience Analytics platform to help them boost eCommerce growth by analyzing customer behavior.
About Robin and Björn Borg
As Global eCommerce Director, Robin and his team are responsible for harnessing data insights to drive strategic decisions, ensuring that Björn Borg’s online presence aligns with its evolving brand identity and customer expectations. Björn Borg is a Swedish apparel fashion brand named after a former professional tennis player. The brand focuses on underwear, sports apparel and bags as well as the licensing of footwear and eyewear. Its products are sold in over 20 markets worldwide.
What are your key challenges and priorities?
Björn Borg’s evolution from a traditional underwear brand to a multifaceted sportswear brand brings unique challenges for Robin and his team. “The sportswear sector witnessed remarkable growth, with our online sales skyrocketing by almost 100% in 2023. This development demands a deep understanding of customer behavior and the quantification of data to inform data-driven decision-making”, shares Robin.
What stood out most to you about Contentsquare?
Website analytics have been an important topic for the team at Björn Borg for a long time—they’re experienced in analyzing data, formulating hypotheses and conducting heatmap analyses to inform their decision-making.
However, what they were lacking was the ability to really deep dive into customer behavior on their website and quantify the potential impact of changes. “Contentsquare has filled this void, providing us with a comprehensive suite of tools that keeps exceeding our expectations,” says Robin.
How does Contentsquare align with your wider business strategy?
Björn Borg’s eCommerce goals are very ambitious and growth-oriented. Robin explains that the team is even striving to exceed their targets, so allocating resources strategically and focusing on the areas with the highest potential impact is key.
“Contentsquare plays a pivotal role, providing us with the insights and tools to optimize our efforts and drive measurable results.” – Robin Salazar, Global eCommerce Director at Björn Borg
Which features does your team use the most or is looking forward to getting stuck into?
Robin’s team has diverse needs and varies according to each team member’s areas of expertise—but Contentsquare caters to them all. “I personally find CS Live particularly useful for getting a quick overview of customer engagement on the site, while my colleagues often dig deeper into the analysis using Session Replays or Customer Journey Analysis to uncover more detailed insights”, explains Robin.
Where do you see Contentsquare supporting your eCommerce growth the most?
According to Robin, Contentsquare’s Impact Quantification shines as a prime example of how the tool contributes to Björn Borg’s business success. Robin elaborates: “We already gather lots of data on our conversion drivers but with Contentsquare, we can easily evaluate potential improvements and quantify their impact on our conversion rate.” This ability to measure the potential impact of changes makes decision-making and prioritizing initiatives significantly easier and more efficient for Robin and his team.
If you were to recommend Contentsquare to a contact in the industry, what would you say?
“I will make this short since my thoughts on Contentsquare are clear: You’ll gain access to more data than you can imagine— in a structured and accessible way, that empowers your whole team to drive action and make data-driven decisions”. —Robin Salazar, Global eCommerce Director at Björn Borg
Based in Singapore, Mona can be found reading a book, tucked away in a wine bar or looking under the couch for one of her four pets.