The company
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.
Robin Salazar, Global Ecommerce Director at Björn Borg, and his team are responsible for harnessing data insights that drive strategic decisions, ensuring that Björn Borg’s online presence aligns with its evolving brand identity and customer expectations.
The challenge
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.
The solution
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 dive deep 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.
Here's how Contentsquare's Experience Intelligence platform helps Robin's team drive growth and success at Björn Borg.
Aligning with the wider business strategy
Björn Borg’s ecommerce goals are very ambitious and growth-oriented. Robin explains that the team use Contentsquare to work out where to allocate resources strategically, focusing on the areas with the highest potential impact.
All-in-one platform for every expertise
Robin’s team has diverse needs that vary 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 Replay or Journey Analysis to uncover more detailed insights," explains Robin.
Contentsquare plays a pivotal role, providing us with the insights and tools to optimize our efforts and drive measurable results.
Supporting ecommerce growth
According to Robin, Contentsquare's Impact Quantification capability shines as a prime example of how the platform 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.”
The ability to measure the potential impact of changes makes decision-making and prioritizing initiatives significantly easier and more efficient for Robin and his team.
Contentsquare's Impact Quantification capability
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.
