Slöjd-Detaljer launches a new digital customer experience – in collaboration with Grebban, Norce, and Voyado

Slöjd-Detaljer launches a new digital customer experience – in collaboration with Grebban, Norce, and Voyado. One of the most advanced B2C/B2B ecommerce initiatives in the Nordics – featuring modern architecture, advanced pricing logic, and an inspiring customer experience.

Slöjd-Detaljer, a leading Nordic player in crafts, handicrafts, and creative supplies, is launching a new digital customer experience that puts inspiration and personalisation at the center. With an entirely new ecommerce platform developed in collaboration with Grebban, Norce, and Voyado, Slöjd-Detaljer strengthens its digital presence, making it easier for customers to explore their creative interests—tailored for both private customers and the public sector.

The new ecommerce platform has been designed with the ambition not just to sell materials but also to inspire and guide customers through the entire creative process. The platform is built on Norce Commerce, with Grebban’s accelerator GrebCommerce as the foundation and Voyado for personalisation and intelligent product recommendations.

"Our vision has been to create a digital experience that reflects the passion and creativity we stand for. The new ecommerce platform makes it easier for our customers to find the right materials while also inspiring and guiding them in their creative projects. Thanks to our collaboration with Grebban, Norce, and Voyado, we now have a flexible, future-proof platform that can evolve with our customers’ needs," says Peter Medin, CEO of Slöjd-Detaljer.

A Rebranding and Digital Transformation in One

The project involved a complete rebranding, new design, and a technical platform that enables a more dynamic and personalised customer experience.

• As a leading ecommerce agency, Grebban acted as the implementation partner for the project, providing services such as project management, brand strategy, brand design, ecommerce design (UX/UI), design systems, web and system development, and system architecture.
• Norce Commerce serves as the technical foundation with its headless architecture, giving Slöjd-Detaljer the freedom to tailor its ecommerce experience.
• Voyado has been implemented to enhance search functionality, product recommendations, and personalised content based on customer behavior.

"We are proud to have been entrusted with leading Slöjd-Detaljer’s digital transformation. By combining strategy, design, and technology, we have created an inspiring and high-performing ecommerce platform that strengthens both the brand and customer experience," says Maria Bodegård, VP, Client Success at Grebban.

Advanced B2B Functionality – A Tailored Solution for the Public Sector and Organisations

Beyond the new B2C experience, significant effort has been put into developing a powerful and flexible B2B workflow, specifically adapted for schools, municipalities, and associations—an important target group for Slöjd-Detaljer. The solution includes:

• Three tailored checkout flows: B2C (Klarna), B2B (Klarna), B2B Schools/Care/Associations (Invoice)
• “Universal login” – a system where a user can be linked to multiple organisations and choose how they want to shop (e.g., as a private individual or on behalf of different schools).
• Fast customer data retrieval via customer number in checkout.
• Dynamic price list support, handling personal, corporate, and exclusive price lists in real-time.
• Advanced pricing logic where the system prioritises contract-based price lists over Norce’s standard pricing logic.

Personalisation and Inspiration in Focus

The new ecommerce platform makes it possible to showcase User-Generated Content (UGC), allowing customers to inspire each other by sharing their creative projects. Meanwhile, Voyado provides powerful tools to create a more personalised shopping experience based on user behavior.

"With Voyado, Slöjd-Detaljer can now offer a more intuitive and relevant shopping experience where customers easily find what they are looking for—while also being inspired by tailored content and product recommendations," says Caroline Berglund, Account Manager at Voyado.

In addition to functionality and performance, the project has had a strong focus on inspiration. Key project elements include:

• Migration of over 3,200 guides and 1,000 blog posts
• Categorisation based on season, holiday, and activity
• UGC integration, where customer-uploaded images are automatically linked to products in the PIM system
• Features such as Wishlist, Notify Me and Saved Cart per Customer
• "My Pages" for order history and other customer management

A Technological Shift for the Future

For Slöjd-Detaljer, the platform switch was a strategic decision to meet future demands for flexibility and scalability. The previous solution was limiting both technically and operationally. With Norce Commerce, Slöjd-Detaljer now benefits from a modern, headless-based architecture, enabling faster development and greater adaptability over time.

"Norce is built for the future of ecommerce, and we are pleased that Slöjd-Detaljer has chosen our platform as the foundation for their digital growth. With a combination of flexibility and a strong ecosystem, they can continue to develop their ecommerce and create a better experience for their customers," says Rikard Andersson, CRO at Norce.

Strong Early Results and an Exciting Future

The new ecommerce platform has already delivered positive results, including improved navigation, enhanced search functionality, and increased customer engagement. Slöjd-Detaljer is now looking forward to further developing the platform and strengthening its position as the leading destination for creative joy in the Nordics.

For more information, please contact:

Maria Bodegård
VP, Client Success, Grebban
📧 maria.bodegard@grebban.com
📞 +46 70-485 72 56

Peter Medin
CEO, Slöjd-Detaljer
📧 peter.medin@slojd-detaljer.se
📞 +46 70-745 45 73

About Slöjd-Detaljer

For over 50 years, Slöjd-Detaljer has been spreading creative joy by offering a wide range of hobby, craft, and educational materials to individuals, businesses, and the public sector. The company is now in its third generation and is based in Skara, Sweden, where all operations—from purchasing, marketing, and customer service to warehousing, creative development, and a physical store—are housed under one roof.

Combining tradition and innovation, Slöjd-Detaljer has evolved from a mail-order business into a modern multi-channel retailer. Today, sales are conducted both online and in physical stores, with a turnover of approximately 130 million SEK. The assortment includes 9,500 products across crafts, DIY, and handicrafts—ranging from woodworking and textiles to jewelry making and painting—complemented by courses and workshops to inspire even more creative projects.