Stockmann’s Crazy Days campaign very successful – online store continues rapid growth

STOCKMANN plc, Press release 27.4.2018 at 8:00 EET

Stockmann’s Crazy Days, the most well-known sales campaign in Finland’s retail trade, was held in department stores and the online store from 11 to 15 April 2018. The campaign was very successful, achieving excellent growth both in the department stores and in the online store.

Sales performance was good in the department stores in Finland and the Baltic countries and in the online store. The sales of the entire campaign grew 4% on the previous year. Sales grew 4% in Finland and 5% in the Baltic countries. The department store in Tallinn achieved the best sales performance. The home and cosmetics merchandise areas experienced the biggest growth of the product areas. The Crazy Days online store was the star of the entire campaign, as it managed to beat all previous sales records. Compared with last spring, the online store grew as much as 19%.

“We have just completed an strong five-day sales campaign, which was amazingly successful. A huge amount of new, in-demand products were placed on sale in the department stores and online store every day, our marketing team’s efforts had excellent reach and the seamless cooperation between the department stores and online store functioned well throughout the campaign. In the week before the campaign, the Crazy Days online store won Best online store category in the Grand One 2018 competition, and its excellent sales success proved that the online store really did deserve its place,” says Maiju Niskanen, who is responsible for Stockmann’s department store operations.

Continuous renewal is secret to Crazy Days’ success
During each Stockmann Crazy Days campaign hundreds of thousands of customers buy brand products at crazy low prices. The campaign is an exceptionally long success story that still interests customers and brings them back to experience the yellow atmosphere at the department store and online store. Continuous renewal is one success factor for this campaign that dates back over 30 years. This time plenty of new brands were introduced to the campaign and the First and Exclusive Loyal Customers were given the chance to start the craziness before everyone else.

E-commerce is Stockmann's fastest-growing sales channel. The Crazy Days online store became the second-largest sales unit in the campaign already in 2017 after the Helsinki city centre department store. During the five days of the spring campaign, almost 60 000 orders - at best about 2 000 products per second - were clicked into the online store’s shopping baskets. Increasing e-commerce and reinforcing the multi-channel approach are a core part of the digital acceleration that is currently taking place at Stockmann.

Further information:
Maiju Niskanen, Director, Store Operations at Stockmann, tel. +358 9 121 5312
Anna Salmi, Chief Customer Officer, tel. +358 9 121 9459


Anna Bjarland
Head of Communications

Principal media