Digital leaders in Norway...

This study assesses 70 leading Norwegian companies’ digital maturity across six dimensions: digital marketing, digital product experience, e-commerce, e-CRM, mobile and social media.

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Digital leaders in Norway 2018

Table of contents

Editorial 3Objectives and study sample 4Research summary 6Key findings 8Digital maturity at a glance 10

Dimensions of digitalization Digital marketing 14Digital product experience 16E-commerce 18E-CRM 20Mobile 22Social media 24

Industries Summary 28Telecom 30Insurance 31Media 32Passenger transportation 33Retail 34Bank 35Food retail 36TV & broadband 37Energy 38Consumer products (food) 39

Digital leaders in the Nordics Summary 42Top 10 Nordic companies 44Nordic leaders by digital dimension 46

SummaryWhat Norwegian companies could learn from global forerunners 50All rankings 53BearingPoint on digitalization 57Authors 58

Digitalization plays an

indispensable role in

companies’ evolution. We

encourage Norwegian

companies to seek new

technology, be innovative

and dare to change in

order to grasp the huge

opportunities digitalization

creates.

3

To be able to meet competition from new and global players, most Norwegian companies need to make significant efforts within most digital areas.

The impact of digitalization is continuing to accelerate and is rapidly influencing and changing the competitive landscape in all industries. Established organizations are continuously being challenged by new players, and consumer behaviors and habits are changing. As the world is becoming more consumer-driven, a key success factor is understanding how to make better use of digital assets to improve loyalty, accelerate e-commerce, develop sustainable growth and create disruptive business models. A disruptive digital customer experience represents an opportunity for new entrants and a challenge for incumbents. Successful companies have a deep understanding of consumers' needs and preferences. They are able to satisfy consumers' expectations for continuous improvement and innovation, meaningful and contextualized experiences, simplicity and speed. They know both how to create a compelling digital experience and how to disrupt their own business models, sales force, operations and CRM to prevent customer preemption by other aggregators.

The purpose of this report is to present how mature Norwegian and Nordic companies are when it comes to using digital technologies to improve their businesses and create competitive advantages. The report measures digital maturity within six dimensions for 10 industries, and detailed analyses are presented for each dimension and

industry. In total, we have analyzed 70 companies within 256 criteria. The evaluation is made as an outside-in observation, where the digital dimensions are analyzed from a customer point of view.

This is the second time that BearingPoint Norway makes this report; last year, one of the key findings was that Norwegian companies were less digitally mature overall than their Nordic counterparts. This year, we see that trend has continued, and most Norwegian companies are still ranked behind their Nordic peers.

The detailed findings per industry and dimension can be found in the relevant sections of the report, but a couple of observations are worth mentioning here. First of all, very few organizations score well in all dimensions. One exception is FINN.no, the overall winner, which scores well in all dimensions. Based on the low score many companies achieve within the areas analyzed, we see that there is a lot of unused potential when it comes to utilizing digital technology to improve different areas of the business. The second key finding is that the dimensions where Norwegian companies score best are in digital product experience and mobile. Furthermore, telecom is the industry winner by a clear margin both in Norway and in the Nordics overall. Lastly, an interesting trend seems to be that mobile websites are improving more than the companies’ mobile applications. This trend has been expected and we now we see it happening, as several retail players only interact with their customers through mobile websites, not through apps.

The main conclusion in the report is that there is a lot of unused potential within the digital dimensions analyzed. Companies should use digital channels to get a more personalized and involved relationship with their customers. Utilizing big data, advanced analytics and artificial intelligence will be crucial to create competitive advantages in this area. As new opportunities arise together with new technology, customers’ expectations will rise as well. Customers will demand flexible, simple and fast solutions with a very high degree of customer service.

To be future winners in their industries, companies need to take a more strategic approach toward digital transformation. They should make detailed analyses of how digitalization impacts all areas of their business and how their business model can be improved to create competitive advantage.

Fredrik Kallevig Director BearingPoint Norway

Even though Norwegian companies constantly work hard to meet customer expectations and keep up with the technological evolution, they are not utilizing the full potential within the digital dimensions analyzed in this report.

Editorial

4

The Digital leaders in Norway 2018 study assesses the digital competitiveness and success of prominent Norwegian companies.

Objectives and study sample

The aim of the Digital leaders in Norway study is to gain an understanding of Norwegian companies’ digital maturity across different industries, as well as to review the opportunities and challenges that arise from digitalization.

This study covers 70 prominent Norwegian companies in 10 industries. Our objectives were to find answers to the following four questions:

• How successful, in terms of digitalization, are Norwegian companies compared with their competitors and international best practice?

• Which industries have taken digital transformation seriously and responded to the growing demand for digital customer services?

• Which Norwegian companies are the most successful in the various digital dimensions?

• What are the main areas for improvement for different companies and industries?

We have evaluated the companies’ digital maturity, looking at how well they can serve their customers through digital channels in Norway. No interviews or direct contact have been made with the companies included in the study, and all evaluations have been made from an outside-in perspective.

Companies selected to be included in the study

Bank

DNB, Nordea Bank Norge, SpareBank 1 SR-Bank, SpareBank 1 SMN, SpareBank 1 Østlandet, Danske Bank, Eika Gruppen, Sbanken1, Bank Norwegian, Santander Bank,

Consumer products (food)

Orkla Foods, Kavli, Synnøve Finden, Nortura, Tine Gruppen

Energy

Hafslund Strøm, Lyse Energi, Fjordkraft, NorgesEnergi, Eidsiva Marked

Food retailKIWI, MENY, REMA 1000, Extra, Vinmonopolet, Kolonial.no, Marked.no, Brødboksen

Insurance

Storebrand Forsikring, Gjensidige Forsikring, SpareBank 1 Forsikring, Tryg , IF, Eika Forsikring, Tribe

Media

Aftenposten, VG, FINN.no, NRK, Amedia, Polaris, Dagbladet, TV2 Gruppen, MTG

Passenger transportation

Hurtigruten, Norwegian Air Shuttle, NSB, SAS, Ruter, Flytoget, Widerøes Flyveselskap

The following selection criteria have been used to identify the companies to include in the study:

• Significant turnover

• Decision-making mainly in Norway

• No more than four brands in the same industry per company

• Up-and-coming, pure-play digital companies

Note: some companies have been chosen even though they do not fulfill all of these criteria, if they have been deemed interesting to include in the study.

In total, 70 companies within 10 industries have been analyzed.

Retail

Elkjøp Norge, XXL, Boots Apotek, Komplettapotek.no, Vitusapotek, Apotek 1, Europris, Komplett.no, G-SPORT, POWER2, Circle K

Telecom

Telenor, Telia, ice.net

TV & broadband

RiksTV, Viasat, Canal Digital, Altibox, Get

1) Sbanken changed its name from Skandiabanken in 2017. 2) POWER changed its name from Expert in 2017.

5

Grading scale

4 5 6 7 8 9 10

Failed Poor Sufficient Satisfactory Good Excellent Outstanding

An objective evaluation of companies’ digital maturity is made based on the criteria defined. However, when necessary, particular criteria are tailored to different industries – for example, adjusted criteria are used for B2B companies to evaluate the e-commerce dimension. Those criteria that are not applicable to certain industries or companies are disregarded in evaluations, so that they do not affect the overall evaluation of those companies. The data was collected from June to September 2017.

Digital marketing (20%)

The assessment is based on a company’s ability to reach potential customers and to lead them to the company websites with the help of display advertising, search engine marketing and the use of own media.

Categories:

• Display advertising

• Search engine marketing

• Affiliate marketing

• Own media

Digital product experience (20%)

Evaluates the company websites’ functionality, design and content, especially from the aspects of product and brand experience.

Categories:

• Functionality and design

• Content and company information

• Product and store information

Assessment of digital maturity

The companies selected are assessed based on their ability to serve their customers through digital channels in relation to international best practices. An evaluation is made based on 256 objective criteria, defined for six different dimensions of digitalization. Each dimension is given a certain percentage weighting factor based on its importance. The dimensions are graded from 4 to 10 – with 4 indicating a failure with regard to digitalization and 10 for outstanding compared with the highest international standards.

Measuring digital success in all its dimensions

E-commerce (20%)

Evaluates the company’s ability to sell via digital channels, especially from the aspects of product presentation, purchasing process and sales support.

Categories:

• Product presentation

• Purchasing process

• Sales support

E-CRM (15%)

Evaluates the company’s ability to maintain and expand its customer relationships in digital channels including customer service, cross-selling, customer engagement and personalization.

Categories:

• Customer service

• Direct marketing and loyalty

• Personalization and involvement

Mobile (15%)

Evaluates the company’s ability to utilize mobile channels to support its business and customers, especially with the help of mobile sites and applications.

Categories:

• Mobile websites

• Mobile applications

Social media (10%)

Evaluates the company’s activity level and consistency on relevant social media channels and own websites.

Categories:

• Facebook

• Twitter

• Instagram

• YouTube

• Other social media

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Norwegian companies show a large variance in their digital maturity. While they have clearly invested in some areas, there is significant room for improvement overall.

Research summary

Together with its Nordic peers, Norway has been rated among the top countries in both technology and digitalization in international studies. The 2018 Digital Leaders Study examines how digitally mature Norwegian companies are in their interaction with their customers on digital channels. The results indicate that companies have grasped the opportunities created by digitalization to a varying degree, and that all companies could invest to further improve. Furthermore, as in last year’s study, the Norwegian companies are ranked below their Swedish and Finnish neighbors.

Overall, the Norwegian companies score just above sufficient and only the top 13 have a grade equal to or above satisfactory. The greatest room for improvement is related to maturing digital marketing abilities and improving the ability to both sell and maintain customer relationships via digital channels. All these factors are important in the face of international competition. There are numerous ways in which Norwegian companies could increase their digital maturity. Some simple measures would be to expand their delivery and payment options, to create easily accessible forms for feedback and to utilize crowdsourcing.

Norwegian companies score best within the digital product experience and mobile dimensions. This demonstrates that the companies have met customers’ high demands for logically structured and easily navigable websites, while they could still improve their product and

store information. Similarly, the score for mobile websites is well above average, with a close to good (7.75) grade overall, revealing that Norwegian companies have understood the vital role that smartphones play in the everyday lives of most Norwegians.

FINN.no is ranked as the overall digital leader, closely followed by Telia and Telenor. FINN.no is among the top companies in the digital marketing and e-commerce dimensions, and it is also the top-ranking company in mobile. Compared with many others, FINN.no advertises heavily on the most popular Norwegian websites, offers a well-developed shopping cart solution and has a first-class sales support service.

Telecom is by far the best industry and the only one with a satisfactory (7.25) score in the Digital Leaders Study. In addition, two of the top three companies, Telia and Telenor, belong to the telecom industry. This is also a trend across the Nordic countries, as seven of the top 10 Nordic companies belong to the telecom industry. Telecom is also the leading industry in four of the six dimensions in Norway. The other top industries are insurance, media and passenger transportation.

• Telecom is the best industry in digital marketing, digital product experience, e-commerce and e-CRM.

• Media is the best industry in mobile and social media.

Top five companies

2018 2017

1. FINN.no 7.5 (n/a)

2. Telia 7.5 (n/a)

3. Telenor 7.5 (7.75)

4. SAS 7.25 (7.5)

5. Norwegian Air Shuttle 7.25 (7.25)

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At the other end, consumer products (food) is the industry with the biggest potential by a clear margin. The three lowest-ranked companies are all part of this industry. Tine Gruppen is the only company from consumer products (food) within the top 15. In fact, consumer products (food) is ranked lowest in four of the six dimensions.

Norwegian companies should exploit the possibilities that digitalization offers to get a more personalized and involved relationship with their customers. Valuable and relevant customer data, combined with fast-developing technologies like artificial intelligence and big data, yields

significant opportunities for companies to customize customer experiences and anticipate consumer preferences.

In addition, Norwegian companies could take further advantage of the possibilities created by social media to interact with consumers on a less formal platform. For instance, social media can be used for customer service, commercials and two-way communication. At the same time, it is crucial to be aware of the potential and pitfalls of the rapidly changing social media trends.

A notable finding in the study is that less than half of the retail companies, some

of the energy companies and only one consumer products (food) company offer a mobile application. This could be a sign of one of many trends in digitalization: that up-to-date and excessive mobile websites or new technology solutions could be more or just as valuable to customers as a mobile application for some industries or companies. On the other hand, it could be a sign that companies are not investing enough to keep up with their competitors.

In summary, Norwegian companies show a high level of digital maturity in many areas, but they have to invest further in order to improve and keep up with consumers’ high demands.

The industry grades

Tele

com

Med

ia

Insu

ranc

e

Pass

enge

rtr

ansp

orta

tion

Reta

il

Bank

Food

reta

il

TV &

bro

adba

nd

Ener

gy

Cons

umer

Prod

cuts

(Foo

d)

7.25

6.5 6.5 6.56.25 6.25 6.25

6

5.5

6.25

8

Key findings

8

Digital marketing

Pay per click

Display ads in main media

Cross-linking

Retargeted advertising

Affiliate marketing

66%

46%

39%

22%

4 %

Digital product experience

Detailed product/services data

Promoting campaigns on the website

Content sharing via social media

Product comparisons

Product reviews

Integration with social media

90%

49%

27%

26%

19%

9%

E-commerce

Product availability

Click and collect

Chat service as sales support

Cross-selling

Fast delivery option

68%

22%

32%

46%

52%

68%

Percentages indicate the share of the evaluated companies that are utilizing the listed categories as part of their digital customer interface.

Two out of three Norwegian companies use pay-per-click advertising.

99

E-CRM

Online customer profiles

FAQs

Real-time chat service

Customer loyalty programs

Customers are able to give feedback online

Call-back services

94%

29%

40%

53%

81%

13%

Mobile

Mobile-optimized sites

Mobile commerce

iOS application

Android application

iPad application

100%

95%

38%

79%

80%

Social media

Facebook

YouTube

Instagram

Twitter

LinkedIn

Snapchat

Pinterest

99%

97%

41%

87%

90%

10%

1%

Half of the Norwegian companies offer real-time chat services.

All Norwegian companies offer a mobile-optimized website.

10

E-commerce

Online retailing is growing every year at the expense of traditional commerce. This only emphasizes the importance for Norwegian companies to be digitally mature within e-commerce in order to face the competition from both digital newcomers and international competitors.

Digital marketing

Norwegian companies have immense potential for improvement in digital marketing. The companies show a wide variety in their digital marketing strategies, and they could all invest to gain advantages.


Norwegian companies excel in digital product experience, especially in functionality and design. Still, the companies could improve, by having more engaging content on their websites, for instance.

In order to reach prospective customers and have a recognizable brand, it is imperative to have a strong digital presence and a clear digital marketing strategy. The results show that Norwegian companies’ digital presence varies: some concentrate on pay-per-click advertising and search optimization, while a fair share of the companies seem to have no focus on this type of advertising. SAS, the leading company in digital marketing, is one firm that does. In addition, SAS is one of very few companies that use affiliate marketing. Telecom is the best-performing industry in digital marketing. Its companies perform notably better than those in other industries, both in using micro websites and in showing a stronger presence on the most popular Norwegian websites.

As in last year’s study, digital product experience is the dimension with the highest maturity level. This is first and foremost due to easy-to-understand and structured websites that offer the customer a good digital experience. Telenor, the best-in-class in this dimension, belongs to telecom, which is by far the top industry. Telenor stands out from the rest with interesting stories about the company and its website with the latest trends and technologies. However, all companies, including Telenor, could have more engaging content on their websites and exploit the opportunities created by modern technology. For instance, very few companies let users share products in social media or use VR/AR3 content on their websites.

The average score for Norwegian companies in the e-commerce dimension is below sufficient (5.75), showing they have significant room for improvement. The biggest improvement area is the purchasing process, where numerous features could be added to the companies’ shopping cart solutions. Additionally, the companies could improve their cross-selling and up-selling abilities. Vinmonopolet is the best-performing company in e-commerce, due to a well-organized shopping cart solution and several delivery options, among other things. Telecom is the best industry in e-commerce, but it and all other industries could look to TV & broadband for inspiration to improve their sales support. TV & broadband stands out from the other industries by offering a quick-responding live chat service that is available at reasonable hours.

The leading Norwegian company in digital marketing is SAS (7.5).

The leading Norwegian company in digital product experience is Telenor (9).

The leading Norwegian company in e-commerce is Vinmonopolet (8.25).

Digital maturity at a glance

3) Virtual reality/augmented reality.

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E-CRM

Norwegian companies are increasingly guiding their customers to digital customer service channels. Still, only 10 companies achieve a satisfactory score in e-CRM, illustrating that they could all do better to improve the customer experience.

Mobile

Mobile is one of the dimensions where Norwegian companies score best. They score particularly highly in mobile websites, where the average is close to good (7.75), while the results in mobile applications have a larger variety.

On average, the Norwegian companies have a sufficient (6) level of digital maturity in e-CRM. To improve, they could look to the telecom industry, which is best-in-class in e-CRM by a clear margin. Telecom scores best in customer service and personalizing and involving. However, the telecom industry could also improve in these areas. Currently, four out of five Norwegian companies have an FAQ service, but the firms offering this could take digitalization a step further by creating interactive FAQs. The retail industry has the highest score in direct marketing and loyalty. Several retail companies have loyalty programs and invest to have a personalized relationship with their customers. However, the retail and other industries could improve their customers’ involvement by for instance organizing crowdsourcing and hackathons4, so they could benefit from customers’ ideas through involvement and knowledge sharing.

Smartphones are now used to do many of the tasks that were previously performed on desktop computers or manually. On average, Norwegian companies have a satisfactory score in mobile (7), and they seem to have understood the importance of being mature in this dimension. The media industry has the highest score, and its companies have kept up-to-date with the digital evolution by moving much of their content from linear TV and printed papers to the mobile platform. Retail is just above consumer products (food), which is the industry with the lowest score. A notable finding is that less than half of the retailers offer a mobile application, and those that do have applications have only limited functionality. This could be a strategic choice and a sign that mobile applications are not seen as the preferred option for many companies.

Social media

All Norwegian companies are present on one or more of the most popular social media platforms. However, mere presence is not enough, and Norwegian companies should strive to have more engaging content and to increase customer involvement.

Social media has become a platform for Norwegian companies to interact with customers in a less formal way. Norwegian companies should be aware that a strong presence in social media can give huge advantages, as well as being a potential pitfall. In addition, social media is changing rapidly and constantly. If suitable, companies should embrace new social media forms and trends to interact with their customers and to promote themselves and their products. As an example, only one in 10 Norwegian companies is present on Snapchat, even though this is the second-most popular social media platform in Norway. Media is the best-performing industry in social media, closely followed by telecom. Both industries are present on most of the common social media platforms with popular accounts, and they encourage two-way communication with their followers.

The leading Norwegian company in e-CRM is Telia (7.75).

The leading Norwegian company in mobile is FINN.no (8.75).

The leading Norwegian company in social media is NRK (8.5).

4) A hackathon is a design sprint-like event in which computer programmers and others involved in software development, including graphic designers, interface designers, project managers and others, often including subject-matter experts, collaborate intensively on software projects.

Dimensions of digitalization This study assesses Norwegian companies’ digital maturity across six dimensions: digital marketing, digital product experience, e-commerce, e-CRM, mobile and social media. The results show that the digital maturity of Norwegian companies varies widely across these six dimensions, and significant improvements can be made across all dimensions.

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Norwegian companies show a large variance of digital maturity within digital marketing. This could be due to deliberate strategies, or because the companies are not aware of the possibilities within and the importance of digital marketing.

Digital marketing

Overall, Norwegian companies have great potential for improvement in the digital marketing dimension. By examining the companies’ digital maturity closely, it seems that some are investing more in digital marketing than many others. Note that in this dimension, all companies are compared with the top marketing companies, meaning that the scores presented here are more dispersed than in the other dimensions.

Less than a quarter of Norwegian companies use retargeting5, and there is no clear tendency that suggests retargeting is more used in a specific industry. Instead, only some companies within each industry use retargeting as a part of their digital marketing strategy, and the remaining firms should at least be aware of its benefits.

All companies should know about the advantages of being among the top results in search engines. The top results get the greatest part of the traffic, which helps companies reach both potential and existing customers. However, only two out of three Norwegian companies use pay-per-click advertising6, which in addition to search-optimized sites can help companies be among the top results.

Telecom is the best-performing industry within digital marketing, slightly ahead of passenger transportation. The telecom companies perform best in affiliate marketing, display advertising and own media. Meanwhile, the bank industry is

lagging behind, as it is the lowest-ranked industry in every category except in own media, where it is the third best.

The best-in-class company in digital marketing is SAS. It is among the top companies within the display advertising and search engine marketing categories. However, SAS does not always appear on the first results page when using relevant search words. This is also true for almost all the other companies in the study. Clearly, companies should be more aware of important search words within their industry and how these can be used to attract potential customers.

Norwegian companies should be familiar with the benefits of a clear digital presence, as this could help attract new customers. The top company within display advertising is FINN.no with an excellent (9.5) score. Unlike many other companies, FINN.no has invested heavily in advertising on the most popular Norwegian websites.

The assessment is based on a company’s ability to reach potential customers and to lead them to the company websites with the help of display advertising, search engine marketing and the use of own

media.

Categories

• Display advertising

• Search engine marketing

• Affiliate marketing

• Own media

5) Retargeting allows online advertisers to target consumers based on their previous interactions with their website.6) Pay-per-click lets advertisers pay for placement in search engines’ sponsored links.

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Top 10 companies - Digital marketing

2018 2017

1. SAS 7.5 (7)

2. Fjordkraft 7.25 (6.5)

3. FINN.no 7 (n/a)

4. XXL 6.75 (n/a)

5. Telenor 6.5 (8.5)

6. Storebrand Forsikring 6.5 (8)

7. Tine Gruppen 6.25 (6.75)

8. Gjensidige Forsikring 6.25 (6.75)

9. NSB 6.25 (6)


Best practices - Digital marketing

SAS

The best-performing company in digital marketing is SAS.

SAS is the digital leader within digital marketing. The company is one of very few to use an affiliate marketing network, have high visibility in online media and a clear pay-per-click strategy.

15*) NRK scores 6,5 in digital marketing, but because of its role as the public broadcasting company it is evaluated on too few criteria within this dimension to be considered within the top 10 companies.

Leading industries - Digital marketing

1. Telecom 5.5 (-3.0)

2. Passenger transportation 5.25 (-0.5)

3. Retail 5 (-1.0)

4. Insurance 5 (-2.5)

5. Food retail 5 (+/-0)

6. Energy 4.75 (-0.5)

7. Media 4.75 (-1.25)

8. TV & broadband 4.5 (-1.5)

9. Consumer products (food) 4.5 (-0.25)

10. Bank 4.25 (-1.25)

Average 4.75 (-1.0)

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Norwegian companies show a high level of digital maturity within digital product experience and meet many of the consumers’ high expectations. However, there is still room for improvement, and they should look to the leading companies within this dimension for best practices.


As in last year’s study, digital product experience is the dimension in which Norwegian companies have the highest level of digital maturity. The top 10 companies all have a grade above good, and less than 10 percent have a grade below satisfactory.

Customers expect websites that are well designed and aesthetically pleasing, while they should also be logically structured and easy to navigate. Norwegian companies seem to meet the customers’ demands on this point, as all industries score good or excellent within the functionality and design category. However, there is still some room improvement, as for instance only about half of the Norwegian companies have search functions that support sorting or filtering.

Telecom is by far the best-in-class industry in this dimension, with a score close to excellent (8.75). The two best companies in this dimension, Telenor and Telia, belong to this industry. Telecom scores above all other industries in all categories and is an example to follow. Compared with other industries, the telecom companies have an increased focus on promoting campaigns and informing the customer about changes and trends in the industry, as well as giving customers the option to rate, comment and compare products online.

All industries could improve with regard to presenting product and store information, as no industry receives a good score here. The leading company within this category is Komplett.no, which receives an excellent score (9.5). Komplett.no stands out from other companies in this category by allowing customers to see videos of the product in use and to share products in social media.

It is important to have well-designed and structured websites, but it is also crucial to have engaging content that meets customers’ high expectations. Almost all companies use videos or interactive presentations on their company websites; when it comes to product information, however, only one in three companies use videos. Furthermore, only a minority of the companies lets customers score or share products in social media. Companies should closely monitor the development in customer demands and new technology to keep engaging the customers. For instance, only seven of the companies examined use VR/AR to promote their company or products.

Evaluates the company websites’ functionality, design and content, especially from the aspects of product and brand experience.

Categories

• Functionality and design

• Content and company information

• Product and store information

17

•

Top 10 companies - Digital product experience

2018 2017

1. Telenor 9 (8)

2. Telia 8.75 (n/a)

3. Elkjøp Norge 8.75 (8.75)

4. DNB 8.75 (7.75)

5. Komplett.no 8.5 (8.5)


7. SpareBank 1 Østlandet 8.5 (n/a)

8. Hurtigruten 8.5 (6.75)

9. Danske Bank 8.5 (7.75)

10. FINN.no 8.5 (n/a)

Best practices - Digital product experience

Telenor

The best-performing company in digital product experience is Telenor.

The best-in-class company in digital product experience is Telenor with an excellent (9) score. The company has a well-structured and easy-to-understand website with first-class search and navigation functions. In addition, Telenor stands out as the global leader of all companies in the content and company information category, with interesting stories about the company and new trends and technologies.

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Leading industries - Digital product experience

1. Telecom 8.75 (+0.75)

2. Bank 8 (+0.5)

3. Passenger transportation 7.75 (+0.5)

4. Retail 7.75 (+/-0)

5. Insurance 7.75 (+0.25)

6. Media 7.75 (+0.25)

7. TV & broadband 7.5 (+0.25)

8. Energy 7.5 (+1.0)

9. Food retail 7.5 (+/-0)

10. Consumer products (food) 7.25 (+/-0)

Average 7.75 (+0.25)

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Only three Norwegian companies receive a good score in e-commerce, while the vast majority is below satisfactory. This shows that Norwegian companies have great potential for improvement.

Online shopping is growing at the expense of traditional commerce, and it is estimated that online retail shopping from Norwegian companies will reach NOK 20 billion for the first time in 20177. In other words, the potential for Norwegian companies is great, but so are the challenges. To face the competition from global firms, Norwegian companies should take advantage of their national benefits8. For instance, Norwegian companies should know their customers better and have faster delivery options compared with the global firms. On the other hand, global firms may have more resources and bigger quantities of useful and valuable customer data than Norwegian companies.

However, a good foundation is not enough to win the competition against global firms, and Norwegian companies should invest to improve their digital maturity within e-commerce. Of the companies examined in this survey, less than a quarter offer fast delivery options, and less than half have a chat service as sales support. On the other hand, 89 percent of the companies sell most of their products online, and 68 percent state the product availability information online.

Telecom companies score best within e-commerce, with retail marginally behind. This is due to having a better purchasing process than the other industries. However, their score is only close to satisfactory (6.75), indicating that all industries have potential for improvement. In fact, less than one third of the companies have a score at or above sufficient. To advance, many companies could improve their poor shopping cart solutions and take advantage of cross-selling and up-selling opportunities.

TV & broadband is the best industry within sales support. Sales support is highly valued by customers, and Norwegian companies could look to the best-rated firms within this category for inspiration. Lyse Energi, Viasat and Canal Digital share first place within sales support, all with an excellent (9) score. These companies stand out from the rest with a proactive live chat with quick response.

Consumer products (food) is the industry with the highest potential for improvement in e-commerce, by a clear margin. For this industry, the e-commerce score is based on a B2B point of view, and consumer products (food) could learn from other companies’ product presentations and more energetic sales support functions.

Evaluates the company’s ability to sell via digital channels, especially from the aspects of product presentation, purchasing process and sales support.

Categories

• Product presentation

• Purchasing process

• Sales support

Norwegian companies show a large variety of digital maturity within this dimension. In a digital and globalized world, they face competition from the international market, and to keep up to international standards they should increase their ability to sell via digital channels.

E-commerce

7) https://www.ssb.no/teknologi-og-innovasjon/artikler-og-publikasjoner/tre-av-fire-har-handlet-pa-nett-det-siste-aret 8) http://www.tns-gallup.no/kantar-tns-innsikt/hvordan-kan-norske-butikker-mote-konkurransen-fra-globale-nettbutikker/

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Top 10 companies - E-commerce

2018 2017

1. Vinmonopolet 8.25 (7.5)

2. Elkjøp Norge 8.25 (8.25)

3. Telia 8 (n/a)

4. Komplett.no 7.75 (7.75)

5. Storebrand Forsikring 7.5 (6.5)


7. Kolonial.no 7.5 (7.75)

8. MENY 7.5 (n/a)

9. G-SPORT 7.25 (n/a)

10. POWER 7.25 (7)

Best practices - E-commerce

Vinmonopolet

The best-performing company in e-commerce is Vinmonopolet.

Vinmonopolet is the leading Norwegian company in e-commerce. The company has a well-developed purchasing process with an informal and clean shopping cart and detailed delivery information. For questions and complaints, help can be found through multiple customer service channels.

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Leading industries - E-commerce

1. Telecom 6.75 (-0.25)

2. Retail 6.5 (-0.5)

3. Insurance 6.25 (-0.25)

4. TV & broadband 6 (+0.5)


6. Bank 5.75 (-0.5)

7. Food retail 5.75 (+0.25)

8. Energy 5.5 (-1.0)

9. Media 5.5 (-0.25)


Average 5.75 (-0.5)

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More and more B2C interactions occur through digital channels, and Norwegian companies have room for improvement in terms of developing their maturity in e-CRM. E-CRM is the dimension with the third-lowest score, with an average of sufficient (6).

New technology creates opportunities and can redefine the way companies handle their customer relationship management. At best, e-CRM enables easy and cost-efficient contact with customers. At worst, it can be exasperating and detrimental, as customers expect rapid and stress-free access to customer service through digital channels.

Telecom is the clear industry winner in this dimension, with the highest grades in two of the three categories. In fact, two of the telecom companies are ranked among the top five in this dimension, with Telia at the top. The industry with the highest potential for improvement continues to be consumer products (food), with a poor (5) score.

Telia is also one of the top-three companies in the customer service category. In this category, the top-performing companies have well-developed FAQs, a quick-responding live chat and online forms to contact customer service. However, even the top-performing companies could improve their customer service by providing information about expected waiting times, the busiest times of day and interactive FAQs. In addition, only half of the Norwegian companies offer real-time chat services and 13 percent a call-me-back service.

It is central for all companies to have a personalized and involved relationship with the customer: personalized, as it is important for a company to be familiar with its customers; and involved, as a company’s most valuable feedback comes from the customers themselves. Maturing within this category is essential if Norwegian companies are to obtain such a relationship with their customers.

Only one third of the companies use crowdsourcing on their websites, and only one in 10 organizes hackathons. The main goal of crowdsourcing and hackathons is to benefit from the customers’ ideas through involvement and knowledge sharing. NSB is the top company within the personalizing and involving category, and it engages in both the aforementioned activities. In addition, it has a well-developed online customer platform and is one of few companies that offers an API9.

Technological progress has made it easier for customers to compare companies through product and price comparison sites, and Norwegian firms should be aware of the benefits of good customer loyalty programs. Such programs can increase the number of loyal customers, as well as providing companies valuable data that can be used in analysis. The top company in the category, Norwegian Air Shuttle, lets customers register for loyalty programs online and has a well-developed e-mail marketing strategy for its loyal customers.

Evaluates the company’s ability to maintain and expand its customer relationships in digital channels including customer service, cross-selling, customer engagement and personalization.

Categories

• Customer service

• Direct marketing and loyalty

• Personalization and involvement

In e-CRM, only the top 10 companies achieve a satisfactory level of digital maturity. This implies that there are opportunities for those willing to invest.

E-CRM

9) Companies can offer an API (Application Programming Interface) that allows the user to quickly and easily collect free data.

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Top 10 companies - E-CRM

2018 2017

1. Telia 7.75 (6.5)

2. NSB 7.5 (n/a)

3. MENY 7.25 (7.5)

4. Telenor 7.25 (8)

5. DNB 7.25 (n/a)

6. Tribe 7.25 (6.75)

7. Norwegian Air Shuttle 7 (7)

8. Eidsiva Marked 7 (n/a)

9. Nordea Bank Norge 7 (n/a)

10. MTG 7 (7.25)

Best practices - E-CRM

Telia

The best-performing company in e-CRM is Telia.

Telia has a score just below good (7.75) in e-CRM. It is among the companies with the best customer service, and it has invested in having a personalized and involved relationship with its customers. Telia has a live chat service with quick response times, and it uses hackathons, crowdsourcing and an API to get customer feedback.

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Leading industries - E-CRM

1. Telecom 7.25 (+0.25)

2. Energy 6.25 (-0.75)

3. Food retail 6.25 (-0.5)

4. Insurance 6.25 (-0.75)

5. Retail 6.25 (-0.75)

6. Bank 6.25 (-1.0)


8. TV & broadband 6 (-1.25)

9. Media 5.75 (-0,5)

10. Consumer products (food) 5 (-1.0)

Average 6 (-0.75)

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On average, Norwegian companies have a satisfactory (7) score in mobile. Norwegian companies show high digital maturity within mobile websites, where all companies are at or above a sufficient level, while the greatest room for improvement is within mobile applications.

About 80 percent of the Norwegian population use smartphones10, and these can now be used for many of the tasks that were previously performed on desktop computers or manually. Consumers also expect to experience most of the same or more advanced features on the mobile platform as they can get from a desktop computer. Having a mere presence on mobile platforms is therefore not enough, and Norwegian companies should grasp the possibilities the format offers to win and retain customers.

Media is best-in-class in the mobile dimension, closely followed by food retail. The media industry satisfies customers’ demands for easy access to news and entertainment on the mobile platform. The consumer products (food) industry has the highest potential, especially within mobile applications, where only one of the companies in this study offers an application.

FINN.no is the best-performing company in mobile, and it is also among the top companies in mobile websites. In general, Norwegian companies score very well in mobile websites, and they seem to have understood the importance of

being present on the mobile platform. All companies have a mobile-optimized website, but only one in 10 has content that is prioritized for mobile websites. Furthermore, almost all companies have a store locater on their sites, but only one out of three automatically shows the nearest store. This indicates that Norwegian companies understand the importance of digital maturity on mobile websites, but have exciting potential to take the customer experience to a higher level.

About 80 percent of the Norwegian companies offer both an iOS and Android mobile application. Almost all the Android apps are compatible with tablets, while only half of the companies that offer an iOS application also offer an iPad application. There is some variety within each industry regarding how well the companies take advantage of the possibilities that a mobile application offers.

Retail is the top-performing industry in mobile websites. It has the most up-to-date websites and offers high-quality information about product details and shopping options. Within mobile applications, the picture is quite different. Many retail companies do not offer mobile applications, and this could be because some firms regard mobile applications as excessive, and so they want to invest more in their mobile websites or in new technology.

Evaluates the company’s ability to utilize mobile channels to support its business and customers, especially with the help of mobile sites and applications.

Categories

• Mobile websites

• Mobile applications

Norwegian companies perform well in mobile. This is first and foremost due to well-developed mobile websites, and a trend is that some industries are investing less in mobile applications.

Mobile

10) http://www.medienorge.uib.no/?cat=statistikk&medium=it&queryID=379&aspekt=oppdatering

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Top 10 companies - Mobile

2018 2017

1. FINN.no 8.75 (n/a)

2. VG 8.5 (n/a)

3. Kolonial.no 8.5 (7.75)

4. Telenor 8.25 (8)

5. SpareBank 1 Forsikring 8.25 (n/a)

6. Nordea Bank Norge 8.25 (8)

7. Aftenposten 8.25 (n/a)

8. Lyse Energi 8 (8.75)

9. Apotek 1 8 (8.25)

10. SpareBank 1* 8 (n/a)

Best practices - Mobile

FINN.no

The best-performing company in the mobile dimension is FINN.no.

FINN.no is the leading company when it comes to mobile. The company has well-developed Android and iOS applications that offer the same features as the website. The content is organized in a logical way, and the customer can save content for later use. Getting in touch with other users of the application is also straightforward.

23* SpareBank 1 SMN, SpareBank 1 SR-Bank and SpareBank 1 Østlandet have the same score and share 10th place.

Leading industries - Mobile

1. Media 7.75 (-0.5)

2. Bank 7.5 (-0.5)

3. Telecom 7.5 (-0.5)

4. Food retail 7.5 (+0.25)

5. Insurance 7.25 (+/-0)

6. Passenger transportation 7 (-0.75)

7. TV & broadband 7 (+/-0)

8. Energy 6.5 (-1.0)

9. Retail 6.25 (-0.75)


Average 7 (-0.25)

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On average, Norwegian companies have a score just above sufficient (6.25) in social media. There is also a great variance in the results, showing there is huge potential for companies to be more actively involved with their customers through social media.

Social media is constantly changing with new trends every year. If possible, companies should embrace new trends to promote themselves and their products and interact with customers in a less formal way.

All Norwegian companies are present in social media to some extent, but good quality content is crucial to grasp the full potential of social media. People are exposed to many impressions in social media, and it is important to stand out from the crowd. Content in social media must therefore grasp the attention of the viewer in a positive way and ideally be interesting, engaging, relevant, creative and interactive. About half of the companies encourage two-way communication on Facebook, and doing so could make their social media accounts more interesting and at the same time generate valuable feedback from the customers.

As much as social media yields great opportunities for Norwegian companies, it is also a potential pitfall, as a negative reaction can go viral within minutes. It is therefore important to have a clear digital strategy in social media and for companies to have employees with a great understanding of it.

The media industry is best-in-class in the social media dimension, just in front of telecom. It is the best industry in four of the six categories and has on average a satisfactory (7.5) score. For media companies, social media has become a natural platform to present news and promote products to customers. Most users of social media therefore expect media companies to be active in social media. Energy is the industry with highest potential in this dimension, due to a lack of engaging content and a below average presence on Instagram.

Almost all Norwegian companies are present on Facebook, YouTube, Twitter and Instagram, and these social media platforms are used in different ways to interact with customers. For most companies, Facebook is the primary social media site, and many firms use it for marketing, customer services and crowdsourcing. However, none of the companies in this study have emphasized the possibility to fully integrate Facebook and their digital storefront. In addition, many companies have not verified their social media accounts. About half of the companies have verified their Facebook accounts, and the number is even lower for the other social media platforms.

Only 10 percent of Norwegian companies can be found on Snapchat, even though this is the second-most popular social media platform in Norway, both measured by number of profiles and rate of daily use11. Using social media can help companies to raise awareness about campaigns, and companies that are willing to invest can gain competitive advantages.

Evaluates the company’s activity level and consistency on relevant social media channels and own websites.

Categories

• Facebook

• Twitter

• Instagram

• YouTube

• Other social media

All Norwegian companies are present on at least one of the major social media platforms. Most companies use Facebook as their primary social media platform, and they could improve by encouraging more two-way communication with their customers and taking advantage of the strengths of other social media platforms.

Social media

11) http://sosialkommunikasjon.no/brukertallene-i-sosiale-medier/

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Top 10 companies - Social media

2018 2017

1. NRK 8.5 (8.25)

2. Telia 8.25 (n/a)

3. VG 8 (n/a)

4. TV2 Gruppen 8 (8.5)

5. MTG 8 (8)

6. DNB 8 (8)

7. Telenor 7.75 (8.75)

8. Komplett.no 7.75 (8.25)

9. Tine Gruppen 7.75 (8)


Best practices - Social media

NRK

The best-performing company in social media is NRK.

NRK is the leading Norwegian company in social media. The company has multiple active accounts on all major social media platforms. Each of the channels shares content within one of NRK’s many service areas and lets users follow the segment they find most interesting.

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Leading industries - Social media

1. Media 7.5 (-0.5)

2. Telecom 7.25 (-1.5)


4. Retail 6.25 (-0.25)

5. Bank 6.25 (-1.0)

6. Consumer products (food) 6.25 (+0.25)

7. Food retail 6.25 (-0.25)

8. Insurance 6 (-0.5)

9. TV & broadband 5.25 (-1.0)

10. Energy 5.25 (-0.25)

Average 6.25 (-0.5)

Industries All industries need to have a strategic approach to digitalization in order to avoid becoming outdated and outplayed by competitors. It is apparent that some industries are investing more in their digital maturity than others, but all industries have room for improvement. The telecom industry is the digital leader among Norwegian industries.

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It is apparent that some industries are embracing digitalization more than others. However, the pace of development means that all industries need to have a strategic approach to digitalization, be able to capitalize on the opportunities and eliminate the threats associated with this development. The digital leaders need to continue investing to remain the forerunners, while those who lag behind have to increase their attention on digitalization before they become outdated and outplayed. The common factor for all industries is that consumers are demanding personalized, flexible, simple and fast solutions. To be able to deliver seamless omni-channel customer experiences, companies need to predict consumer needs even before the consumers know themselves, using the data and analytical insights available to them.

Telecom displays the highest digital maturity of all industries, slightly ahead of media, insurance and passenger transportation. The leading company in the study, FINN.no,

belongs to the media industry. Norwegian companies’ average digital maturity is just above sufficient (6.25), meaning there is

significant room for improvement.

Summary

Telecom is the best industry in digital marketing, digital product experience, e-commerce and e-CRM, thus becoming the winning industry in the 2018 Digital Leaders Study. Media takes the lead in mobile and social media, as in last year’s study, and is ranked third overall. Insurance and passenger transportation score on par with media overall.

Consumer products (food), energy and TV & broadband dominate among the bottom industries in most dimensions, thus becoming the bottom three industries. All three industries perform on average around a sufficient level. The winning companies perform around a satisfactory level, so the variance from the top industry to the bottom is not large.

The top five companies represent the media, telecom and passenger transportation industries. Telecom is represented by Telia and Telenor, which rank second and third respectively. The best company in the study, FINN.no, belongs to the media industry. FINN.no receives a grade not far from good (7.5) and ranks among the top 10 companies in four dimensions.

Compared with last year’s study, there is no major shift in the industry ranking. Telecom, which was previously combined with TV & broadband, now takes the lead. This also results in the TV & broadband companies ranking lower. The inclusion of new companies in certain industries could also help explain part of the change in performance for those industries.

Performance by digital dimension

Digital marketing 4,75 (-1)

Digital product experience 7.75 (+0.25)

E-commerce 5.75 (-0.5)

E-CRM 6 (-0.75)

Mobile 7 (-0.25)

Social media 6.25 (-0.5)

Digital leader - FINN.no

Digital marketing 7.0 (n/a)

Digital product experience 8.5 (n/a)

E-commerce 7.5 (n/a)

E-CRM 6.75 (n/a)

Mobile 8.75 (n/a)

Social media 7.0 (n/a)

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Industry ranking

2018 2017

1. Telecom 7.25 (7,75)

2. Insurance 6.5 (7.25)

3. Media 6.5 (7.0)

4. Passenger transportation 6.5 (7.0)

5. Retail 6.25 (7.0)

6. Bank 6.25 (6.75)

7. Food retail 6.25 (6.25)

8. TV & broadband 6.25 (6.5)

9. Energy 6 (6.25)

10. Consumer products (food) 5.5 (6.0)

Top five best-performing companies

2018 2017


2. Telia 7.5 (n/a)

3. Telenor 7.5 (7.75)

4. SAS 7.25 (7.5)


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The telecom companies are the digital forerunners among Norwegian and Nordic firms. They perform at an average level or above in all dimensions and in most categories, and they are an example to follow for the other industries.

Telenor and Telia both have a score not far from good (7.5), while ice.net falls somewhat behind, especially in digital marketing, e-commerce and social media. Telia and Telenor perform better when it comes to product presentation and the ordering process, among other things. In addition, both Telia and Telenor organize hackathons.

In digital product experience, the telecom companies grade close to excellent (8.75), demonstrating impressively high digital maturity. The companies offer well-developed, appealing and easily navigable sites. Furthermore, all three companies provide engaging content that includes VR/AR, unlike most others. Product and store information is also easily available.

Even though telecom is also the best-performing industry in digital marketing, this is the dimension with most room for improvement. In this dimension, all industries consistently perform lower in comparison with the other dimensions. Telecom could become more mature in this dimension by increasing its visibility through display advertising and improving significantly in search engine marketing. Furthermore, ice.net is the only telecom company that uses retargeting.

Like many other industries, telecom could also improve its sales support and customer service by enhancing its live support, such as live chat. However, the use of customer profiles is very strong in the telecom industry, enabling great access to consumer data and valuable insights. The digital maturity level within e-commerce could be improved by increasing up-selling and cross-selling abilities, and therefore attempting to increase sales

The telecom industry is the clear winner in the study, ranking first in four dimensions and among the top three in the

other two. Telia and Telenor are ranked second and third, respectively, overall.

Telecom

Telecom: digital leaders

2018 2017

1. Telia 7.5 (n/a)

2. Telenor 7.5 (7.75)

3. ice.net 6.25 (n/a)

7.25

The telecom industry has been at the helm of digitalization so far, but modern technologies, changes in consumer behavior and rapid development mean that even the digital leaders cannot rest on their laurels. Telecom companies play an important role in realizing the new technologies related to driverless cars, the Internet of Things and everything “smart.” This means they are in a position to take a leading role in establishing digital ecosystems with the relevant players.

Telecom: digital dimensions

Digital marketing 5.5 (-3.0)


E-commerce 6.75 (-0.25)

E-CRM 7.25 (+0.25)

Mobile 7.5 (-0.5)


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Even though insurance is still mostly sold over the telephone and through face-to-face contact, an increasing number of customers use either the companies’ digital solutions to purchase directly or as part of their journey to become customers. This makes a high digital maturity level of increasing importance to the industry as a whole and most likely a key differentiator of the future.

Storebrand Forsikring is the overall winner within the insurance industry with Gjensidige Forsikring coming a close second. The race between the two was very close, and while Storebrand Forsikring performs better within the digital marketing and e-commerce dimensions, Gjensidige Forsikring comes out top within digital product experience and e-CRM.

The dimensions with the least amount of differentiation within the insurance industry are digital product experience and mobile. These are also the dimensions with the highest grades. This can most likely be linked back to most companies understanding the importance of digitalization as a part of the customer journey for purchasing new insurance.

When comparing insurance with the other industries in this study, social media and digital marketing stand out as the dimensions with the most room for improvement. When looking at the top-performing industries in the social media dimension, they are present on more social media platforms with verified accounts, have more engaging content and better integration of the social media platforms into their websites compared with the insurance industry. Regarding the digital marketing dimension, the main reason the insurance industry on average is lagging behind is due to some companies doing almost no digital marketing. Insurance companies should ask themselves if they could increase the number of pure digital sales by investing more and being more visible in the digital lives of their potential customers.

Insurance companies show a high level of digital maturity and willingness to invest for the future, but still have room for

improvement across several areas.

Insurance

Insurance: digital leaders

2018 2017

1. Storebrand Forsikring 7 (7.25)

2. Gjensidige Forsikring 7 (7.25)

3. IF 6.75 (7)

4. SpareBank 1 Forsikring 6.5 (n/a)

5. Tryg 6.5 (7.25)

6. Eika Forsikring 5.75 (n/a)

7. Tribe 5.75 (n/a)

6.5

Insurance: digital dimensions

Digital marketing 5 (-2.5)



E-CRM 6.25 (-0.75)

Mobile 7.25 (+/-0)

Social media 6 (-0.5)

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The media industry ranks second overall, only behind telecom. However, its performance in the different dimensions varies greatly. Media is the best-performing industry in two dimensions, mobile and social media, while it ranks ninth in both e-commerce and e-CRM.

The high digital maturity level in social media is a result of frequent activity on the major social media platforms. Social media has become an increasingly important channel for media companies to share content and generate traffic. This has resulted in four of the top five firms in the social media dimension being media companies. NRK is the best company with a score well above good (8.5). Although it is the public national broadcasting company, it is innovative when it comes to the use of social media. For instance, it is the only media company that uses crowdsourcing on Facebook. Furthermore, it has attracted attention by creating real social media accounts for characters in a TV show, and it used the feeds as part of the content to appeal to the target audience.

There has been a shift in the way that media is being consumed. For instance, there is growth in streaming at the expense of traditional TV consumption. Consumers can also start consuming content on one platform and switch to one or several others before they are done. This necessitates a seamless omni-channel experience and superior digital solutions. It is apparent that media companies are aware of technology and consumer trends and take them seriously. For example, they are investing in their mobile websites and applications, making them the forerunners in mobile. The three firms that belong to the Schibsted Corporation are among the top 10 companies in mobile, making Schibsted the overall winner in the dimension.

While media is the highest performing industry in mobile, there is room for improvement with regard to the total omni-channel experience. This is due to a low score in the e-commerce and e-CRM dimensions. Sales support and customer service could be improved, and consumers could be made more involved through crowdsourcing and requesting feedback on their websites, in order to build stronger customer relationships.

Media is the industry that demonstrates the second-highest level of digital maturity. The winning company of the 2018

Digital Leaders Study, FINN.no, belongs to the media industry.

Media

Media: digital leaders

2018 2017


2. NRK 7 (7.5)

3. TV2 Gruppen 6.5 (6.5)

4. MTG 6.5 (7)

5. Aftenposten 6.25 (n/a)

6. VG 6.25 (n/a)

7. Dagbladet 6.25 (n/a)

8. Amedia 6 (6)

9. Polaris 5.75 (n/a)

6.5

The technological advances and rapid changes in the way content is consumed create a need for media companies to adapt their channels and interaction with their consumers to offer a customer experience that is state-of-the-art.

Media: digital dimensions




E-CRM 5.75 (-0.5)

Mobile 7.75 (-0.5)


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The passenger transportation industry scores well in digital marketing (second best), digital product experience (second best) and social media (third best). However, it is among the bottom five industries in e-CRM and mobile. SAS and Norwegian Air Shuttle are the best-performing passenger transportation companies, ranking in fifth and sixth place overall, respectively.

Passenger transportation is one of the best industries in digital marketing. It has one of the top scores in display advertising, but all companies could increase their visibility even further. SAS is the Norwegian leader within digital marketing, due to its high online presence and visibility. It performs well in all categories in this dimension, and it is one of the few companies overall to use affiliate marketing. NSB also receives a top score in search engine marketing, but this could be due to the lack of competitors.

The passenger transportation industry also performs well in digital product experience and social media. The companies have an active presence on major social media platforms and offer well-functioning websites. However, there is room for more engaging content on their websites such as games and the inclusion of VR/AR.

Although passenger transportation is one of the industries that transitioned to digital sales channels long ago, its companies still have room for improvement regarding the purchasing process and product presentation. We also see that they are not early adopters of the latest technology, as they are among the best in sales support but have not adopted the use of chatbots, for example. In e-CRM, the industry could improve by providing more interactive FAQs and utilizing crowdsourcing.

In the mobile dimension, it seems that the high quality of the companies’ mobile applications has been at the expense of their mobile websites. For some of the companies, the mobile application has become the first and most important channel for sales in this industry. The content on the mobile websites could be better prioritized, and the functionality could be improved by having a search function on the main page.

Passenger transportation remains among the top five industries, still ranking fourth with a performance that is above sufficient.

Passenger transportation

Passenger transportation: digital leaders

2018 2017

1. SAS 7.25 (7.5)


3. NSB 6.75 (7.25)

4. Widerøes Flyveselskap 6.5 (7.5)

5. Hurtigruten 6 (6.5)

6. Ruter 5.75 (6.25)

7. Flytoget 5.5 (6.25)

6.5

Passenger transportation: digital dimensions



E-commerce 5.75 (-0.75)

E-CRM 6.25 (-1.0)

Mobile 7 (-0.75)


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The retail companies perform well in digital product experience, and the industry is ranked second-best in e-commerce, although there is room for improvement in all dimensions.

The industry’s low performance in mobile is because only four of the 11 companies have a standalone mobile application, most of which offer limited functionality and usefulness. At the same time, all the companies perform well in most criteria when it comes to their mobile websites. This could be explained by the fact that most of the companies in the retail industry have invested in better browser-based experiences, rather than in applications, which perhaps are considered redundant. Another explanation could be that the companies are examining new technology opportunities, such as progressive web apps.

In digital marketing, the retail companies display a poor performance. It should be noted that there is a significant variance between the retail companies’ performance in this dimension, as six retailers are among the top 20 companies and three others are among the bottom 20. To improve, most of the companies need to invest in increasing their visibility through display advertising and more efficient search engine marketing. As an example, only four of the 11 companies use retargeting.

Other important areas to improve include sales support and customer service, where the companies offer low-quality live support. For instance, many retailers do not offer live chat, which pulls down the score. In e-commerce, up-selling and cross-selling functionality could be used more, and the purchasing process could be improved by introducing additional options for payment and delivery. Retail companies could also consider engaging their customers more through more interactive and engaging content on their websites, crowdsourcing and encouraging two-way communication and feedback on their websites and in social media.

Other industries should be inspired by the well-developed websites that most retailers offer, with high functionality and great user-friendliness. The retailers are also strong when it comes to e-mail marketing.

The retail industry ranks fifth overall, with a performance that is above sufficient (6.5). Companies in this industry are spread

from the top 10 to the bottom five in the overall ranking.

Retail

Retail: digital leaders

2018 2017

1. Elkjøp Norge 7 (7.75)

2. Komplett.no 7 (7.75)

3. POWER 6.75 (7)

4. G-SPORT 6.75 (n/a)

5. XXL 6.75 (6.75)

6. Vitusapotek 6.75 (6.5)

7. Apotek 1 6.5 (6.75)

8. Komplettapotek.no 6 (n/a)

9. Circle K 5.5 (n/a)

10. Europris 5.5 (6.25)

11. Boots Apotek 5.5 (n/a)

6.5

Retail: digital dimensions

Digital marketing 5 (-1.0)

Digital product experience 7.75 (+/-0)


E-CRM 6.25 (-0.75)

Mobile 6.25 (-0.75)


Elkjøp Norge, the overall winner from the 2017 Digital Leaders Study, remains the highest-rated retail company in Norway. It performs particularly well in digital product experience and e-commerce.

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Most, if not all, banks are currently working on how to be competitive under PSD2, which comes into play in 2018. In short, all banks will have to allow access to third parties, approved by the customer, to fetch and analyze transaction data and make account to account payments. This opens up for existing and new players to challenge the banks on owning the digital customer interface for the most common banking services.

The 2018 Digital Leaders Study shows that banking is the industry that has arranged the most external hackathons, and it is one of few industries to do so. This is most likely in order to engage possible third-party developers under PSD2 and receive ideas for internal development of newer and better value propositions for customers.

DNB is the clear winner in the banking industry, with five banks fighting for second place. DNB performs well across most dimensions, with e-commerce and mobile having the most room for improvement.

The banking industry performs best within the digital product experience and mobile dimensions, and it is among the top three industries in both. Digital marketing seems to be a low priority and investment area for many banks, as the industry average is the lowest of all in this study. The best bank within digital marketing barely makes it into the top 20 companies within that dimension.

One major bright spot in the banking industry is the use of crowdsourcing to improve products and services. All banks except two ask directly for feedback from their customers online. No other industry is close to this level of consistency in engaging customers to improve its offerings.

Banking is one of the most diverse industries when looking across all dimensions. The companies are among the best in

some dimensions and in the bottom tier in others.

Bank

Bank: digital leaders

2018 2017

1. DNB 7 (7.5)

2. SpareBank 1 SMN 6.5 (7.25)

3. SpareBank 1 Østlandet 6.5 (7.25)

4. SpareBank 1 SR-Bank 6.5 (7.25)

5. Nordea Bank Norge 6.5 (6.75)

6. Danske Bank 6.5 (6.75)

7. Sbanken 6.25 (6.5)

8. Eika Gruppen 6 (6.25)

9. Santander 6 (n/a)

10. Bank Norwegian 5.25 (n/a)

6.25

Bank: digital dimensions

Digital marketing . 4.25 (-1.25)

Digital product experience 8 (+0.5)


E-CRM 6.25 (-1.0)

Mobile 7.5 (-0.5)


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Overall, the food retail industry performs averagely in most dimensions. The exceptions are digital product experience, where the industry has the second-lowest score, and e-CRM, where it is the third-best performing industry. However, the scores in some dimensions reveal that the industry is differentiated.

Some companies within the food retail industry score significantly higher score within e-commerce, and this is due to that about half of the companies in this study offers online purchase of their products.

In recent years, online grocery shopping has increased in popularity and challenged the traditional food retailers. Online shopping increased by close to 10% in the first quarter of 2017, and online purchase of food was one of main contributors to the growth12. However, online grocery shopping only contributes to about 1% of the total turnover of the food retail industry13. Hence, digital maturity is an absolute prerequisite for online grocers if they are to challenge the well-established store-based food retailers.

Three of the companies in this study (Kolonial.no, Marked.no and Brødboksen) are pure online grocers and they score notably better in the mobile dimension compared to the traditional grocers. In addition, Kolonial.no is the overall third best company in mobile. Compared to the other companies, they have one of the best rated mobile applications, as well as good functionality on the mobile website.

However, the traditional food retailers perform better than the online grocers in the social media dimension. The social media accounts of the well-established companies are more popular, and to increase popularity the online grocers could challenge the traditional retailers on engaging their followers.

MENY is best-in-class of the food retail companies closely followed by Kolonial.no, and is also ranked as the number seven

With the presence of online grocers, the food retail industry has changed the last years. In general, the companies that offer

online purchase show a higher digital maturity compared to the traditional food retailers.

Food retail

Food retail: digital leaders

2018 2017

1. MENY 7 (n/a)

2. Kolonial.no 7 (7.25)

3. Vinmonopolet 6,75 (6.5)

4. Marked.no 6,5 (6)

5. Brødboksen 6 (n/a)

6. Extra 5,75 (n/a)

7. KIWI 5,5 (n/a)

8. REMA 1000 5,5 (6)

Food retail: digital dimensions

Digital marketing 5.0 (+/-0)



E-CRM 5.75 (+0.25)

Mobile 7.5 (+0.25)


6.25

of all the Norwegian companies. Together with Vinmonopolet, MENY is the only food retailer that both have physical stores and offer an online purchase process. Vinmonopolet is also the overall best company in e-commerce and MENY is the overall third best company in e-CRM.

12) SSB. http://www.ssb.no/varehandel-og-tjenesteyting/artikler-og-publikasjoner/netthandelen-opp-9-9-prosent 13) Virke, Daglvigarehandelen 2017. https://www.virke.no/tjenester/rapporter-analyse/rapporter/dagligvarehandelen-2017/

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TV & broadband ranks among the bottom industries in all but one dimension (e-commerce). The industry should take inspiration from the closely related telecom industry in all dimensions. The greatest room for improvement is in digital marketing and social media.

The traditional TV distributors continue to face a threat from services over the internet (over-the-top content), in the form of streaming, both subscription-based and advert-supported. Moreover, the decision of major players to unbundle TV & broadband, combined with an increase in over-the-top content, leads to a rise in the amount of cord cutters14. On the other hand, the greater demand for services provided on the internet leads to increased demand for high-quality, high-speed broadband.

TV & broadband companies need to be proactive to take advantage of this demand, rather than seeing this development as a threat. Providing a variety of products and services that can be personalized for different uses and user-friendly digital solutions for monitoring and managing subscriptions will be essential. As they still have a large customer base, the TV & broadband companies could also become operators of digital ecosystems, thus providing other services on a digital platform.

Staying visible through display advertising, a category in which TV & broadband companies only perform at an average level at present, would contribute to increasing their overall digital maturity. Their performance in search engine marketing is also average. Furthermore, there is also great room for improvement in social media. Activity could be increased on all major social media platforms, as well as attempting to engage consumers to a greater degree. The use of other types of platforms, such as blogs, could also help increase digital maturity in social media.

There is only a minor variance in the companies’ performance, as all of them score around sufficient. The best TV & broadband company, Viasat, ranks 27th overall.

TV & broadband has great room for improvement in all dimensions. The industry ranks among the bottom three, just

ahead of energy and consumer products (food).

TV & broadband

TV & broadband: digital leaders

2018 2017

1. Viasat 6.5 (6.75)

2. Canal Digital 6.5 (6.75)

3. RiksTV 6.25 (7)

4. Altibox 6 (5.75)

5. Get 5.5 (6)

TV & broadband: digital dimensions



E-commerce 6 (+0.5)

E-CRM 6 (-1.25)

Mobile 7 (+/-0)


6.25

14) Cord cutters are people who stop subscribing to traditional TV.

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On average, the energy industry has a sufficient (6) score. It is marginally ahead of consumer products (food), and there is great room for improvement in all dimensions.

Good functionality and design on the companies’ websites results in a score that is above satisfactory in digital product experience, their best dimension.

The energy industry ranks best in e-CRM, in joint-second place with six other industries. It receives a good grade in the use of e-mail marketing, but like most firms, companies within the energy industry do not emphasize receiving feedback and the use of crowdsourcing on their websites.

In all the other dimensions, energy is among the bottom three industries, and it has the worst performance of all in social media. This is due to less presence and activity on the social media platforms compared with other industries and generally poor integration of social media activity on the company websites. There is also great room for improvement in the digital marketing dimension, where energy companies show low visibility in online marketing.

The variance between the companies in the industry is marginal. Hafslund Strøm performs well in digital product experience, due to good functionality and design of its website. Furthermore, both Lyse Energi and Hafslund Strøm perform well in the mobile dimension, due to well-optimized mobile websites and applications with good functionality.

The energy industry is currently facing increased pressure for digitalization. With the mandatory installation of smart meters in Norway, customers are expecting digital solutions for managing their power consumption and monitoring usage in real time. Hafslund Strøm, Lyse Energi and Eidsiva Marked offer functionality for following and managing consumption in their mobile applications. This also creates opportunities in terms of being able to tailor prices and products based on each household’s consumption. There will also be an increased demand

Energy continues to be one of the low-performing industries in Norway, and it needs to transform to face the increased

pressure of digitalization.

Energy

Energy: digital leaders

2018 2017

1. Hafslund Strøm 6.25 (6.5)

2. Lyse Energi 6.25 (6.5)

3. Eidsiva Marked 6 (n/a)

4. Fjordkraft 6 (6.5)

5. NorgesEnergi 5.75 (n/a)

Energy: digital dimensions




E-CRM 6.25 (-0.75)

Mobile 6.75 (-0.75)


6

for smart and connected households with the development of Internet of Things technology, which will allow the bundling of power with other products such as mobile data. However, the ease for consumers to switch between power companies to get the lowest prices and increased competition due to the consolidation of the Nordic power consumption market means there are threats as well. This gives additional incentives for energy companies to increase their digital maturity and thereby improve the customer experience.

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The companies in the consumer products (food) industry have room for improvement in all dimensions, with an overall score between poor and sufficient (5.5). They rank at the bottom in four dimensions and below average in all of them.

Tine Gruppen is the best company in this industry, with an overall ranking among the top 20 companies. However, three of the worst-performing companies overall in the study are from the consumer products (food) industry.

Although these companies mostly do not sell to their end consumers directly, it is essential for them to interact with end consumers to ensure brand awareness and recognition. In fact, digitalization provides an opportunity for companies in this industry to gain direct access to end customers, and we expect to see different models and experiments regarding this going forward. Consumers are also increasingly demanding transparency in value chains of their food, as well as sustainable products. Communication in, for instance, social media channels will become more important in order to share what measures are being taken and to get feedback from their consumers to catch up on the latest trends. The need for brand recognition and loyalty becomes even more important with increasing competition from the food retailers’ private label products. The consumer products (food) industry should therefore face the threats and seize the opportunities by investing in improving its digital maturity.

The industry scores best in the digital product experience dimension, with a satisfactory (7.25) grade. However, it remains the bottom industry in this dimension. Its companies could improve by providing more engaging content on their websites to retain prospective customers. Product knowledge is also at the core of these companies and should be an opportunity for them to excel in the digital space.

In the mobile dimension, the companies receive a score just below sufficient (5.75), as all of them except Tine Gruppen lack mobile applications. The general trend that can be observed in retail is that more companies are abandoning mobile

Consumer products (food) continues to be the industry with the poorest overall performance. The industry ranks bottom in four dimensions.

Consumer products (food)

Consumer products (food): digital leaders

2018 2017

1. Tine Gruppen 6.75 (7.5)

2. Nortura 6 (6.25)

3. Kavli 5.25 (6.25)

4. Orkla Foods 5 (5.25)

5. Synnøve Finden 4.5 (5)

Consumer products (food): digital dimensions




E-CRM 5 (-0.25)

Mobile 5.75 (-0.5)

Social media 6.25 (+0.25)

5.5

applications in favor of developing well-optimized mobile websites with application functionality.

The most room for improvement lies in digital marketing and e-CRM, where the score is poor in both. In digital marketing, no company uses retargeting. They also have little online visibility, resulting in a low score in display advertising. In e-CRM, the companies score low in most categories, as they lack interactive FAQs and live chat. They could also increase the use of e-mail marketing, crowdsourcing and customer profiles to improve their maturity in this dimension.

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Digital leaders in the Nordics 2018

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This is the fifth consecutive year of the Digital Leaders Study, which has also been conducted for the third year in a row in Sweden and for the second year in Norway. This year, the study evaluates the digital maturity level of over 200 brands and companies across the Nordics (Finland, Sweden and Norway) with 256 objective criteria. The country scope and the historical data allow us to compare Nordic companies against each other and reveal emerging trends in industries’ digitalization.

Overall, Finland, Sweden and Norway have sustained their level of digital maturity from last year. Finland is still the most advanced country digitally in the Nordics with a grade of 6.5. Sweden scores 6.5, lagging only slightly behind Finland. However, Sweden’s B2B companies have developed more than their Finnish counterparts. Norway’s study sample includes only B2C companies, which on average perform slightly poorer than those in the neighboring countries with a grade of 6.25.

B2B companies have improved their overall results from last year to a 6.25, while B2C companies’ grades have dropped to 6.75 in Finland, 6.5 in Sweden and 6.25 in Norway. The poorer performance this year is in large part due to the updated criteria and the introduction of new companies into the study. The criteria are updated annually

The Digital Leaders Study shows that Finnish B2C companies are more advanced in digitalization than their Swedish and

Norwegian counterparts, while Swedish B2B companies have developed more than their Finnish peers.

Digital leaders in the Nordics

in order to keep up with the pace of digitalization – the digital forerunners set the bar higher each year, and keeping up with their pace is vital as competition becomes more global. Nordic countries still have a lot to improve on, especially in their digital marketing and e-commerce practices.

While the list of the 10 most digitally advanced companies sees some newcomers, telecom companies’ lead has grown even stronger this year with seven in the top 10. This year’s winner is again a Finnish telecom company: DNA takes first place with a strong, solid performance throughout all the dimensions of digitalization. Last year’s winner, Finnish Telia, ranks second. Norwegian media company FINN.no takes part in the study for the first time and comes third. Sweden’s best company, Telia (B2B), takes sixth place.

Having undergone strong digital disruption in the early 2000s, the telecom industry excels in digitalization when compared with other industries. Telecom companies score the highest in each country: 7.75 in Finland, 7.25 in Sweden and 7.25 in Norway. Industries that come second in the study barely reach a satisfactory level in their digital capabilities. Today, it is the turn of retail companies to put more effort into their digital capabilities, as they face increased pressure from international digital

players: the industry takes third place in Sweden and fifth in Norway. Passenger transportation and media perform relatively well, too.

Across the Nordics, mobile and digital product experience remain the most mature dimensions among both the B2C and B2B companies, while the e-commerce and e-CRM-related practices clearly lag behind. Perhaps the greatest improvement gains for Nordic companies could be found in developing coherent and seamless user experiences of both existing and potential customers, across multiple digital channels. This is where Nordic companies should direct their efforts in order to maintain their relevance in the face of increased global competition.

Nordic Digital Leaders Study - quick facts and information

• 221 brands and companies

• 3 countries (Sweden, Finland and Norway)

• Participants are researched on 256 digital criteria in six dimensions: digital marketing, digital product experience, e-commerce, e-CRM, mobile and social media.

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Top ten Nordic companies

2018 2017

1. DNA FIN 8 (8.25)

2. Telia FIN 7.75 (8.25)

3. FINN.no NOR 7.5 (n/a)

4. Telia NOR 7.5 (n/a)

5. Telenor NOR 7.5 (7.75)

6. Telia B2B SWE 7.5 (7.75)

7. Qliro Group SWE 7.5 (8)

8. Tele2 (B2C) SWE 7.5 (7.5)

9. Tele2 (B2B) SWE 7.5 (7.5)

10. Clas Ohlson SWE 7.5 (8)

Top three industries by country

2018 2017

Finland

1. Telecom 7.75 (8)

2. Gambling 7.25 (7.5)

3. Passenger transportation 7 (7.5)

Norway

1. Telecom 7.25 (7.75)

2. Insurance 6.5 (7.25)

3. Media 6.5 (7)

Sweden

1. Telecom B2B 7.25 (7.25)

2. Telecom B2C 7.25 (7.25)

3. Retail 7 (7.25)

B2C average total scores and scores in each digital dimension by country

Digitalmarketing

Digitalproduct

experience

E-commerce E-CRM Mobile Socialmedia

Norway

Finland

Sweden

5.0

5.0

4.75

7.75

7.75

7.75

6.5

5.75 6.

25 6.5

6.0 6.

5

7.25

7.0 7.

25

6.75

6.25 6.

5

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1. DNA

DNA, the third-largest telecom company in Finland, climbs from second to first place, winning the title of Digital Leader 2018. While not ranking first in any single dimension, DNA shows a strong, solid performance throughout all the dimensions of digitalization.

2. Telia

The Finnish branch of the telecom firm Telia Company loses last year’s first place and ranks second this year. Telia fares well in almost all the dimensions but has an exceptional digital customer service, scoring the highest points in the e-CRM dimension across the Nordics. However, the company could still improve in e-commerce compared with the digital forerunners as well as with this year’s winner. Surprisingly, the company performs poorly in digital marketing this year.

3. FINN.no

Norwegian media company FINN.no joins the study for the first time and scores enough points to reach the top three. The company offers an outstanding mobile experience and ranks fourth in this dimension. However, FINN.no lags behind in the e-CRM dimension and should focus more on digital customer service, which contributes to retaining existing customers.

4. Telia

The Norwegian branch of the telecom firm Telia Company ranks fourth this year. Similar to its Finnish counterpart, the company stands out due to its solid performance throughout almost all of the digital dimensions, except for digital marketing. Its mobile experience and applications in particular leave room for improvement.

The digital leaders in the Nordics come from the telecom, media and retail industries. The common factor behind the success of all these companies is that they perform consistently well across most of the dimensions researched, and they are also particularly strong in specific dimensions of digitalization.

Top 10 Nordic companies

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5. Telenor

The Norwegian branch of the telecom company Telenor ranks fifth this year. Telenor offers an exceptional and coherent digital product experience throughout its websites, which earns it second place in this dimension. However, the company should still improve its digital marketing capabilities, as it is rather limited in this area.

6. Telia (B2B)

The Swedish B2B branch of the telecom firm Telia Company takes sixth place. The B2B branch ranks first in e-commerce in the Nordics. The firm performs above the satisfactory level in all the dimensions, except in social media, where its presence is limited to too few channels.

7. Qliro Group

Qliro Group, the online retailer behind CDON.com and other brands, performs slightly worse this year, falling to seventh place. In particular, it is lagging behind in digital marketing and mobile this year. However, Qliro Group performs well (grade 8) in all the other dimensions. The company succeeds in e-CRM’s digital customership and ranks ninth in the dimension.

8. Tele2 (B2C)

The Swedish B2C branch of Tele2 climbs up to eighth place this year. Tele2 is the second-most-advanced digital marketer in the Nordics this year. Many Nordic companies in the study have challenges in optimizing their digital marketing. Tele2 stands out by scoring full points in search engine marketing. In other dimensions, Tele2 performs above satisfactory except in e-CRM, where personalizing and involving customers leaves some room for improvement.

9. Tele2 (B2B)

The Swedish B2B branch of Tele2 follows just behind its B2C counterpart. Similarly, the company performs above satisfactory (grade 7) except in e-CRM. Often, e-CRM is not seen as important an area of development for B2B than it is for B2C companies. Therefore, the B2B branch of Tele2 should also place emphasis on its mobile and social media experience, which are lagging behind the rest.

10. Clas Ohlson

Due to the study’s newcomers and updated criteria, Swedish retailer Clas Ohlson falls from its fifth place last year to 10th. The retailer excels in serving existing customers efficiently in its digital channels, ranking fifth in e-CRM. However, Clas Ohlson should significantly improve its digital marketing and social media presence to get back into the top five.

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Digital marketing

Digital marketing poses the most challenges for Nordic companies, and this year they perform poorly (grade 5) on average in the dimension. Their digital marketing capabilities are far from those of the digital forerunners, especially in terms of retargeted advertisements. Swedish companies perform better overall in the dimension than Finnish and Norwegian companies, especially in optimizing their search engine marketing. Telecom companies are the most developed digital marketers in general, but the winner comes from the food retail industry. Citymarket takes the lead in the dimension by outperforming the rest in display advertising and retargeted ads.


The digital product experience remains Nordic companies’ strongest digital capability. Almost half of the companies score above good. The differences between the companies are also small, and many reach the same level as the benchmark digital forerunners. Both the Finnish B2C and B2B companies are slightly ahead of their Swedish and Norwegian counterparts. The telecom, retail and bank industries outperform the others in this dimension. This year, Finnish media company Helsingin Sanomat ranks first, with impeccable user experience throughout its website.

Nordic leaders by digital

dimension

Digital leaders in Digital marketing

2018 Country

1. Citymarket (grocery) 8 FIN

2. Tele2 B2C 7.75 SWE

3. NetOnNet 7.75 SWE

4. Telia Company B2C 7.5 SWE

5. SAS 7.5 NOR

Digital leaders in Digital product experience

2018 Country

1. Helsingin Sanomat 9.25 FIN

2. Telenor 9 NOR

3. Telia 8.75 NOR

4. Elkjøp Norge 8.75 NOR

5. OP 8.75 FIN

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E-commerce

Nordic companies should improve their practices in e-commerce if they want to cope with the competition from international digital forerunners. Finnish and Swedish companies have more coherent and solid purchasing processes than their Norwegian counterparts but, on average, all the Nordic companies’ purchasing processes leave much room for improvement. Retail and telecom are the most developed B2C industries, whereas forest industry players have the most advanced e-commerce capabilities out of all the B2B industries. The e-commerce dimension also has a completely new top five, with the Swedish B2B branch of Telia ranking first and Finnish alcohol beverage retailer Alko coming second.

E-CRM

B2C companies in general, and more specifically consumer product and telecom companies, offer the best digital customer service experience. As with e-commerce, Finnish and Swedish companies outperform their Norwegian counterparts, especially in personalizing the digital experience for their customers. However, the Norwegian companies have the most advanced digital capabilities for retaining customers. This year, the Finnish branch of Telia and Finnish telecom firm Elisa take first and second place.

Mobile

The mobile dimension has seen the most improvement in the past five years. This year, Nordic companies have improved the user experience on their mobile sites, and many companies now offer as many, or even more, functionalities than on their desktop sites. Swedish companies lead in this dimension by performing better on the application side of the mobile experience. This year, Finnish bank OP ranks first with a great mobile experience both on its website and applications. The Finnish branch of IKEA comes second.

Social media

Companies across the Nordics have again been very active in social media this year. Almost all the companies have at least a Facebook page (98%) and a YouTube channel (97%), most have Instagram (76%) and Twitter accounts (90%), and more companies are using alternative channels such as Snapchat (28%). B2B companies are outperformed by B2C companies, where the telecom and media industries are the most active in social media. This year, Finnish consumer products (food) company Fazer climbs from third place to first, with Finnish consumer products (food) company Valio and public media companies Yle and NRK, from Finland and Norway respectively, following right behind.

Digital leaders in E-commerce

2018 Country

1. Telia B2B 8.75 SWE

2. Alko 8.5 FIN

3. Telenor B2B 8.5 SWE

4. Tele2 B2B 8.5 SWE

5. 3 B2B 8.5 SWE

Digital leaders in E-CRM

2018 Country

6. Telia 9 FIN

7. Elisa 8.5 FIN

8. HKScan 8 FIN

9. Apoteket AB 8 SWE

10. Clas Ohlson 8 SWE

Digital leaders in Mobile

2018 Country

1. OP 9 FIN

2. IKEA 8.75 SWE

3. DNA 8.75 FIN

4. FINN.no 8.75 NOR

5. Systembolaget 8.5 SWE

Digital leaders in Social media

2018 Country

1. Fazer 8.75 FIN

2. Valio 8.5 FIN

3. Yle 8.5 FIN

4. NRK 8.5 NOR

5. H&M 8.5 NOR

Summary

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What Norwegian companies can

learn from global forerunners?

Norwegian companies are behind the Nordic leaders. One way to improve the level of digital maturity is to see beyond the Nordic market and benchmark against and learn from some of the global digital leaders.

In today’s digitalized environment, Nordic companies face increasing pressure from international competitors. Entertainment providers compete with Netflix, media companies with New York Times and retailers with Amazon. Nordic companies will therefore have to keep up with rising international standards to satisfy their customers.

One of the best ways to improve in digital maturity is to take a hard look at the international top performers and imitate best practices when it comes to developing digital customer interfaces. By identifying and studying the international best practices across industries, it is possible to derive valuable insights for improving and innovating digital customer experiences. In the section below, we examine some interesting companies that provide outstanding digital experiences in specific dimensions of digitalization.

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Under Armour Record – a comprehensive digital customer experience using social media and mobile technologies

Under Armour used to be known for its sportswear selection. However, the company has changed its business through acquisitions to become the world’s largest digital health and fitness community. Today, it offers a comprehensive digital customer experience, combining its connected devices and apparel with social media and mobile solutions that give its customers an overview of their health and lifestyle. The Under Armour Record mobile application tracks activities and sleeping, as well as other metrics, and shows the user’s progress toward a set goal. The application also incorporates a social media aspect, where the company and the 200 million users generate content related to health and fitness. The users are able to follow people that inspire them, including actor The Rock and professional surfer Brianna Cope.

Under Armour is a great example of a company that has been able to overcome digital disruption and taken advantage of it by changing its business model.

Red Bull Racers – virtual reality (VR) in content marketing

T The world’s largest energy drinks company Red Bull is known for its creative and successful content marketing. On its web sites and social media channels, the company provides immersive VR experiences: 360° videos that have been recorded during extreme sports performances in events sponsored by Red Bull. 360° videos have become a popular format of digital marketing especially in social media. VR goggles guarantee the best experience but one may use mouse, too, to watch the 360° videos.

In addition, Red Bull uses gamification in its videos to create even more engaging content. In one of Red Bull’s VR videos, where an extreme cyclist is driving on a challenging track, a set of smileys can be spotted and picked while watching.

This year, the Digital Leaders Study also measured how well companies use virtual and augmented reality to engage their customers. Across Nordics, less than 10 % use VR or AR content on their web sites or social media channels. Nordic companies could still improve in creating more engaging content and using virtual reality could be a measure to take digital marketing and digital product experience further.

Fast facts

Founded: 1996Revenue (2016): USD 4.83 billionHome: Maryland, USIndustry: consumer productsOperations: sportswear and digital health

Fast facts

Founded: 1987Revenue (2016): EUR 6.03 billionHome: Fuschl am See, AustriaIndustry: consumer products – foodOperations: operations in 171 countries

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Financial Times – adopting the latest social media trends

Instagram launched its Stories feature, a functionality similar to Snapchat, just over a year ago. It allows users to upload short few-second clips or photos into the Instagram Stories flow, and they are erased after 24 hours. The functionality reaches over 200 million users every day (April 2017). Businesses may purchase ad space in the middle of users’ stories but they can also create their own for their Instagram followers.

Financial Times has already adopted the Stories feature to show news items and its own articles. The media company’s short videos and photos form news stories that are easy and pleasant to read. At the end of the story, the reader is encouraged to continue to the website to learn more about the topic. According to the 2018 Digital Leaders Study, 20 percent of Nordic companies use the new Stories functionality.

The digital forerunners follow how their users consume social media. The companies have to be where their customers are. Instagram Stories not only provides access to a large consumer base; it also enables ways to consume media and improve digital product experiences

MR PORTER – content marketing to support e-commerce

Men’s online clothing store MR PORTER is part of the global YOOX NET-A-PORTER GROUP. The company is a forerunner in digital product presentations, digital marketing and content marketing, which supports its online sales.

MR PORTER has built a strong brand with the use of diverse content marketing. The Journal, the company’s own magazine, is published once a week on its online store. The magazine includes articles on lifestyle, traveling, health and food. In addition, the company sends out newsletters that inspire customers to buy its products. The company has a high level of visibility on its social media channels: its Facebook page has over 500,000 likes and its Instagram account more than 1 million followers.

MR PORTER is a good example for Nordic companies of how to stand out in an industry characterized by fierce competition by using diverse content marketing techniques.

Fast facts

Founded: 1888Total number of subscribers (2016): 850,000Digital subscribers: 650,000Industry: media

Fast facts

Founded: 2015 (merger)Revenue (2016): USD 1.871 billionHome: London, UKIndustry: consumer productsOperations: delivers to over 170 countries

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Total scores 2018 2017

Telecom 7.25 (7.75)Insurance 6.5 (7.25)Media 6.5 (7)Passenger transportation 6.5 (7)Retail 6.25 (7)Bank 6.25 (6.75)Food retail 6.25 (6.25)TV & broadband 6.25 (6.5)Energy 6 (6.25)Consumer products (food) 5.5 (6)

Digital marketing 2018 2017

Telecom 5.5 (6)Passenger transportation 5.25 (5.75)Retail 5 (6)Insurance 5 (7.5)Food retail 5 (5)Energy 4.75 (5.25)Media 4.75 (6)TV & broadband 4.5 (6)Consumer products (food) 4.5 (4.75)Bank 4.25 (5.5)

Digital product experience 2018 2017

Telecom 8.75 (7.5)Bank 8 (7.5)Passenger transportation 7.75 (7.25)Retail 7.75 (7.75)Insurance 7.75 (7.5)Media 7.75 (7.5)TV & broadband 7.5 (7.25)Energy 7.5 (6.5)Food retail 7.5 (7.5)Consumer products (food) 7.25 (7.25)

E-commerce 2018 2017

Telecom 6.75 (7)Retail 6.5 (7)Insurance 6.25 (7.25)TV & broadband 6 (5.5)Passenger transportation 5.75 (6.5)Bank 5.75 (6.25)Food retail 5.75 (5.5)Energy 5.5 (6.5)Media 5.5 (5.75)Consumer products (food) 4.75 (5.75)

E-CRM 2018 2017

Telecom 7.25 (7)Energy 6.25 (7)Food retail 6.25 (6.75)Insurance 6.25 (7)Retail 6.25 (7)Bank 6.25 (7.25)Passenger transportation 6.25 (7.25)TV & broadband 6 (7.25)Media 5.75 (6.25)Consumer products (food) 5 (5.25)

Mobile 2018 2017

Media 7.75 (8.25)Bank 7.5 (8)Telecom 7.5 (8)Food retail 7.5 (7.25)Insurance 7.25 (7.25)Passenger transportation 7 (7.75)TV & broadband 7 (7)Energy 6.75 (7.5)Retail 6.25 (7)Consumer products (food) 5.75 (6.25)

Social media 2018 2017

Media 7.5 (8)Telecom 7.25 (8.75)Passenger transportation 6.75 (7.75)Retail 6.25 (6.5)Bank 6.25 (7.25)Consumer products (food) 6.25 (6)Food retail 6.25 (6.5)Insurance 6 (6.5)TV & broadband 5.25 (6.25)Energy 5.25 (5.5)

Industry rankings

First by total score and then by dimension (best to worst), including a comparison with last year.

This section offers an overview of how industries and companies rank by digital dimension.

All rankings

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Total scores 2018 2017

FINN.no 7.5 (n/a)Telia 7.5 (n/a)Telenor 7.5 (7.75)SAS 7.25 (7.5)Norwegian Air Shuttle 7.25 (7.25)Elkjøp Norge 7 (7.75)Storebrand Forsikring 7 (7.25)MENY 7 ((n/a)Komplett.no 7 (7.75)DNB 7 (7.5)Gjensidige Forsikring 7 (7.25)Kolonial.no 7 (7.25)NRK 7 (7.5)NSB 6.75 (7.25)Vinmonopolet 6.75 (6.5)Tine Gruppen 6.75 (7.5)POWER 6.75 (7)G-SPORT 6.75 (n/a)XXL 6.5 (n/a)Vitusapotek 6.5 (6.5)IF 6.5 (7)SpareBank 1 SMN 6.5 (n/a)SpareBank 1 Østlandet 6.5 (n/a)SpareBank 1 SR-Bank 6.5 (7)Nordea Bank Norge 6.5 (6.75)Apotek 1 6.5 (6.75)Danske Bank 6.5 (6.75)TV2 Gruppen 6.5 (6.5)Viasat 6.5 (6.75)SpareBank 1 Forsikring 6.5 (n/a)Widerøes Flyveselskap 6.5 (7.25)Tryg 6.5 (7.25)Canal Digital 6.5 (6.75)MTG 6.5 (7)Aftenposten 6.25 (n/a)Marked.no 6.25 (5.75)Hafslund Strøm 6.25 (6.5)ice.net 6.25 (n/a)RiksTV 6.25 (7)Lyse Energi 6.25 (6.5)VG 6.25 (n/a)Sbanken 6 (6.5)Dagbladet 6 (n/a)Amedia 6 (6)Eidsiva Marked 6 (n/a)Brødboksen 6 (n/a)Nortura 6 (6.25)Eika Gruppen 6 (6.25)Europris 6 (6.25)Fjordkraft 6 (6.5)Hurtigruten 6 (6.5)Komplettapotek.no 6 (n/a)Altibox 6 (5.75)Santander 6 (n/a)Ruter 5.75 (6.25)Eika Forsikring 5.75 (n/a)

Circle K 5.75 (n/a)Extra 5.75 (6)Flytoget 5.75 (6.25)Tribe 5.75 (n/a)Polaris 5.75 (n/a)Get 5.5 (6)NorgesEnergi 5.5 (n/a)KIWI 5.5 (n/a)REMA 1000 5.5 (6)Boots Apotek 5.5 (n/a)Bank Norwegian 5.25 (n/a)Kavli 5.25 (6.25)Orkla Foods 4.75 (5.25)Synnøve Finden 4.5 (5)

Digital marketing 2018 2017

SAS 7.5 (7)Fjordkraft 7.25 (6.5)FINN.no 7 (n/a)XXL 6.75 (n/a)Telenor 6.5 (8.5)Storebrand Forsikring 6.5 (8)NRK 6.5 (8.75)Tine Gruppen 6.25 (6.75)Gjensidige Forsikring 6.25 (6.75)NSB 6.25 (6)Norwegian Air Shuttle 6.25 (5.5)POWER 6.25 (6)Elkjøp Norge 6 (7.25)Vitusapotek 6 (4)Hafslund Strøm 6 (6.75)Telia 5.75 (n/a)DNB 5.75 (7)G-SPORT 5.75 (n/a)Komplett.no 5.75 (9)MENY 5.5 (n/a)SpareBank 1 Østlandet 5.5 (n/a)IF 5.25 (8.5)Nortura 5.25 (5)Brødboksen 5.25 (n/a)Vinmonopolet 5.25 (4)Kolonial.no 5.25 (6.25)Extra 5.25 (5.5)Canal Digital 5 (7.25)Tryg 5 (6.5)Widerøes Flyveselskap 5 (7)SpareBank 1 Forsikring 5 (n/a)Marked.no 5 (4)Viasat 5 (5.5)VG 4.75 (n/a)Aftenposten 4.75 (n/a)Get 4.75 (6.25)SpareBank 1 SR-Bank 4.75 (7.25)Santander 4.75 (n/a)SpareBank 1 SMN 4.5 (n/a)ice.net 4.5 (n/a)

Ruter 4.5 (5)Dagbladet 4.5 (n/a)REMA 1000 4.5 (4.25)Apotek 1 4.5 (5)Flytoget 4.25 (5.75)RiksTV 4.25 (6.5)TV2 Gruppen 4 (5)Europris 4 (4.25)NorgesEnergi 4 (n/a)Altibox 4 (4)MTG 4 (6.25)Sbanken 4 (5)Circle K 4 (n/a)Danske Bank 4 (5.25)Bank Norwegian 4 (n/a)Eidsiva Marked 4 (n/a)Tribe 4 (n/a)Kavli 4 (4.75)Komplettapotek.no 4 (n/a)Synnøve Finden 4 (4)Nordea Bank Norge 4 (5)KIWI 4 (n/a)Polaris 4 (n/a)Amedia 4 (4.25)Eika Forsikring 4 (n/a)Orkla Foods 4 (4.25)Lyse Energi 4 (4)Hurtigruten 4 (4)Boots Apotek 4 (n/a)Eika Gruppen 4 (4)

Digital product experience 2018 2017

Telenor 9 (8)Telia 8.75 (n/a)Elkjøp Norge 8.75 (8.75)DNB 8.75 (7.75)Komplett.no 8.5 (8.5)Norwegian Air Shuttle 8.5 (7.75)SpareBank 1 Østlandet 8.5 (n/a)Hurtigruten 8.5 (6.75)Danske Bank 8.5 (7.75)FINN.no 8.5 (n/a)POWER 8.25 (8.25)SpareBank 1 SMN 8.25 (n/a)SpareBank 1 SR-Bank 8.25 (7.5)NRK 8.25 (7)Amedia 8.25 (7.75)Nordea Bank Norge 8.25 (7.75)ice.net 8.25 (n/a)Hafslund Strøm 8 (6.75)Santander 8 (n/a)Eika Forsikring 8 (n/a)Eika Gruppen 8 (7.5)Gjensidige Forsikring 8 (7.5)REMA 1000 8 (7.75)MENY 8 (n/a)Europris 8 (7.75)

Company rankings

First by total score and then by dimension (best to worst), including a comparison with last year.

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SAS 8 (7.5)IF 8 (7.25)Circle K 7.75 (n/a)Polaris 7.75 (n/a)Canal Digital 7.75 (7.25)Tine Gruppen 7.75 (8.25)Widerøes Flyveselskap 7.75 (7.25)Vinmonopolet 7.75 (7.5)Nortura 7.75 (7.5)Tryg 7.75 (7)RiksTV 7.75 (8)Komplettapotek.no 7.75 (n/a)Altibox 7.75 (7)Lyse Energi 7.75 (6.75)SpareBank 1 Forsikring 7.75 (n/a)Vitusapotek 7.75 (7.75)TV2 Gruppen 7.75 (7.5)Storebrand Forsikring 7.75 (7.5)Flytoget 7.5 (6.75)Kolonial.no 7.5 (7)NorgesEnergi 7.5 (n/a)Get 7.5 (7)Sbanken 7.5 (6.5)Ruter 7.5 (7)Apotek 1 7.5 (7.5)KIWi 7.5 (n/a)XXL 7.5 (n/a)Extra 7.5 (7)MTG 7.5 (7.25)Kavli 7.25 (7.5)Aftenposten 7.25 (n/a)Viasat 7.25 (7.25)G-SPORT 7.25 (n/a)Eidsiva Marked 7.25 (n/a)Marked.no 7.25 (8)VG 7.25 (n/a)Dagbladet 7.25 (n/a)Orkla Foods 7 (6.75)NSB 7 (7.75)Tribe 7 (n/a)Fjordkraft 6.75 (6.5)Boots Apotek 6.5 (n/a)Synnøve Finden 6 (6.5)Bank Norwegian 6 (n/a)Brødboksen 5.75 (n/a)

E-commerce 2018 2017

Vinmonopolet 8.25 (7.5)Elkjøp Norge 8.25 (8.25)Telia 8 (n/a)Komplett.no 7.75 (7.75)Storebrand Forsikring 7.5 (6.5)FINN.no 7.5 (n/a)Kolonial.no 7.5 (7.75)MENY 7.5 (n/a)G-SPORT 7.25 (n/a)

POWER 7.25 (8.25)Hurtigruten 7 (7.25)Viasat 7 (7.25)Marked.no 7 (6.25)Vitusapotek 6.75 (7)XXL 6.75 (n/a)Komplettapotek.no 6.75 (n/a)Gjensidige Forsikring 6.75 (7.25)Apotek 1 6.75 (6.75)Telenor 6.75 (7)NSB 6.5 (7.25)RiksTV 6.5 (5.25)TV2 Gruppen 6.5 (5.5)Norwegian Air Shuttle 6.5 (6.5)SpareBank 1 SMN 6.5 (n/a)SpareBank 1 SR-Bank 6.5 (5.25)Widerøes Flyveselskap 6.25 (7)Boots Apotek 6.25 (n/a)SAS 6.25 (7)Canal Digital 6 (5.5)Nordea Bank Norge 6 (6.75)Eika Forsikring 6 (n/a)Tryg 6 (8.25)IF 6 (6.5)MTG 6 (5.75)SpareBank 1 Forsikring 6 (n/a)Lyse Energi 6 (6.5)Danske Bank 6 (6.75)Tribe 6 (n/a)Dagbladet 6 (n/a)Tine Gruppen 5.75 (6.5)Brødboksen 5.75 (n/a)Europris 5.75 (5.5)ice.net 5.75 (n/a)Eidsiva Marked 5.75 (n/a)Aftenposten 5.75 (n/a)DNB 5.5 (7)SpareBank 1 Østlandet 5.5 (n/a)Sbanken 5.5 (6)Amedia 5.5 (5)Santander 5.5 (n/a)Hafslund Strøm 5.5 (5.5)Eika Gruppen 5.5 (5.25)Fjordkraft 5.25 (6.25)Altibox 5.25 (4.25)Bank Norwegian 5.25 (n/a)Get 5 (4.75)NorgesEnergi 5 (n/a)Polaris 4.75 (n/a)Nortura 4.75 (6.25)Flytoget 4.5 (5.25)Kavli 4.5 (6.75)Orkla Foods 4.5 (5.25)Synnøve Finden 4.5 (4.75)VG 4.25 (n/a)Ruter 4 (5.25)Circle K 4 (n/a)Extra 4 (4)

KIWI 4 (n/a)REMA 1000 4 (4)NRK 4 (4)

E-CRM 2018 2017

NSB 7.5 (6.5)Telia 7.5 (n/a)DNB 7.25 (7.5)Norwegian Air Shuttle 7 (8)MENY 7 (n/a)Nordea Bank Norge 7 (6.75)Telenor 7 (7)Tribe 6.75 (n/a)Eidsiva Marked 6.75 (n/a)MTG 6.5 (7.25)KIWi 6.5 (n/a)RiksTV 6.5 (7.75)Danske Bank 6.5 (6.5)Viasat 6.5 (7.25)Gjensidige Forsikring 6.5 (7.25)ice.net 6.5 (n/a)Lyse Energi 6.5 (7.75)FINN.no 6.5 (n/a)Komplett.no 6.5 (7)Sbanken 6.5 (7)Tine Gruppen 6.25 (7.25)Canal Digital 6.25 (6.75)Tryg 6.25 (7)Kolonial.no 6.25 (8.25)Storebrand Forsikring 6.25 (6.5)POWER 6.25 (6.5)SAS 6.25 (8)Komplettapotek.no 6.25 (n/a)Marked.no 6 (7)Elkjøp Norge 6 (6.75)Circle K 6 (n/a)Eika Gruppen 6 (7.75)Apotek 1 6 (7.5)Brødboksen 6 (n/a)Aftenposten 6 (n/a)NorgesEnergi 6 (n/a)TV2 Gruppen 5.75 (6.75)Fjordkraft 5.75 (7)Europris 5.75 (6.75)Vinmonopolet 5.75 (6.25)IF 5.75 (7.5)XXL 5.75 (n/a)G-SPORT 5.75 (n/a)VG 5.75 (n/a)Bank Norwegian 5.5 (n/a)SpareBank 1 SMN 5.5 (n/a)Nortura 5.5 (6.75)Dagbladet 5.5 (n/a)Get 5.5 (6.5)SpareBank 1 Forsikring 5.5 (n/a)Hafslund Strøm 5.5 (7)

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Company rankings (continued)Boots Apotek 5.5 (n/a)Flytoget 5.5 (7.25)Extra 5.5 (6.5)Santander 5.5 (n/a)Ruter 5.5 (6)SpareBank 1 SR-Bank 5.25 (7.25)Widerøes Flyveselskap 5.25 (8.5)Vitusapotek 5.25 (6.75)Amedia 5.25 (4.75)Hurtigruten 5 (6.75)Altibox 5 (7.25)SpareBank 1 Østlandet 4.75 (n/a)Polaris 4.75 (n/a)Eika Forsikring 4.5 (n/a)Kavli 4.5 (5.75)REMA 1000 4.5 (5.25)Synnøve Finden 4 (4)NRK 4 (5.5)Orkla Foods 4 (4)

Mobile 2018 2017

FINN.no 8.75 (n/a)VG 8.5 (n/a)Kolonial.no 8.5 (7.75)Telenor 8.25 (8)SpareBank 1 Forsikring 8.25 (n/a)Nordea Bank Norge 8.25 (8)Aftenposten 8.25 (n/a)Lyse Energi 8 (8.75)Apotek 1 8 (8.25)Circle K 8 (n/a)SpareBank 1 Østlandet 8 (n/a)SpareBank 1 SR-Bank 8 (8.75)SpareBank 1 SMN 8 (n/a)Danske Bank 8 (6.75)IF 8 (5.75)NRK 8 (8.5)Marked.no 7.75 (5.75)Vitusapotek 7.75 (8)Ruter 7.75 (7.75)Storebrand Forsikring 7.75 (7.75)SAS 7.75 (8.75)Amedia 7.75 (8.25)Vinmonopolet 7.75 (8)MTG 7.75 (7.75)G-SPORT 7.5 (n/a)TV2 Gruppen 7.5 (7.75)MENY 7.5 (n/a)NSB 7.5 (8.25)Gjensidige Forsikring 7.5 (7.75)Widerøes Flyveselskap 7.5 (7.5)Hafslund Strøm 7.5 (7.5)Bank Norwegian 7.25 (n/a)Brødboksen 7.25 (n/a)Viasat 7.25 (7.75)Eika Gruppen 7.25 (7.5)Telia 7.25 (n/a)Altibox 7.25 (6.5)Tryg 7.25 (7.75)Tine Gruppen 7.25 (8.5)

Dagbladet 7.25 (n/a)DNB 7 (8.25)Norwegian Air Shuttle 7 (8.5)Canal Digital 7 (6.75)Eidsiva Marked 7 (n/a)Polaris 7 (n/a)Extra 7 (7.5)KIWI 7 (n/a)Sbanken 7 (8.5)ice.net 7 (n/a)Eika Forsikring 6.75 (n/a)Flytoget 6.75 (7.25)REMA 1000 6.75 (8)RiksTV 6.5 (7.25)Santander 6.5 (n/a)Get 6.25 (7)Komplett.no 5.75 (6)Elkjøp Norge 5.75 (8)Komplettapotek.no 5.75 (n/a)Nortura 5.75 (6.25)NorgesEnergi 5.75 (n/a)XXL 5.5 (n/a)Boots Apotek 5.5 (n/a)Europris 5.5 (6.75)POWER 5.5 (5.75)Kavli 5.5 (5.75)Tribe 5.25 (n/a)Orkla Foods 5.25 (5.75)Fjordkraft 5.25 (8.25)Hurtigruten 4.75 (6)Synnøve Finden 4.5 (5.5)

Social media 2018 2017

NRK 8.5 (8.25)Telia 8.25 (n/a)VG 8 (n/a)TV2 Gruppen 8 (8.5)MTG 8 (8)DNB 8 (8)Telenor 7.75 (8.75)Komplett.no 7.75 (8.25)Tine Gruppen 7.75 (8)Norwegian Air Shuttle 7.5 (8.5)SAS 7.5 (8)Aftenposten 7.25 (n/a)REMA 1000 7.25 (6.75)Elkjøp Norge 7.25 (8)KIWi 7.25 (n/a)Nordea Bank Norge 7.25 (7)Dagbladet 7.25 (n/a)Widerøes Flyveselskap 7 (7.75)FINN.no 7 (n/a)Hurtigruten 7 (8.25)Sbanken 7 (7)Nortura 7 (6)Extra 7 (6.75)SpareBank 1 Østlandet 7 (n/a)Apotek 1 6.75 (6.25)XXL 6.75 (n/a)

Polaris 6.75 (n/a)MENY 6.75 (n/a)Lyse Energi 6.75 (6.75)Altibox 6.75 (7.25)Amedia 6.75 (6.5)IF 6.75 (6.25)SpareBank 1 SMN 6.75 (n/a)Europris 6.75 (6.5)Ruter 6.75 (7.5)Danske Bank 6.5 (7.75)SpareBank 1 SR-Bank 6.5 (7.25)SpareBank 1 Forsikring 6.5 (n/a)Eika Gruppen 6.5 (6.25)Gjensidige Forsikring 6.5 (6.75)NSB 6.25 (8.25)Storebrand Forsikring 6.25 (6.25)Orkla Foods 6.25 (6.5)Kolonial.no 6.25 (6.75)Tryg 6 (6.5)POWER 6 (7)Kavli 6 (6.25)ice.net 6 (n/a)G-SPORT 6 (n/a)Brødboksen 6 (n/a)Eidsiva Marked 5.75 (n/a)Boots Apotek 5.75 (n/a)Canal Digital 5.75 (7.75)Eika Forsikring 5.5 (n/a)Circle K 5.5 (n/a)RiksTV 5.5 (7)Vitusapotek 5.5 (5)Flytoget 5.5 (5.5)Viasat 5.25 (5.75)Komplettapotek.no 5.25 (n/a)NorgesEnergi 5.25 (n/a)Tribe 5.25 (n/a)Vinmonopolet 4.75 (5.75)Hafslund Strøm 4.75 (6)Marked.no 4.5 (4.75)Santander 4.5 (n/a)Synnøve Finden 4.25 (4)Fjordkraft 4 (4)Get 4 (4)Bank Norwegian 4 (n/a)

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From the ways we stay in touch with each other to the ways we develop, deliver, buy, sell, create, consume, share and comment on no end of goods and services—our world is increasingly digital.

It’s a world of big changes and big data. A fast and furious world of social media and cyber threats, of e-commerce and e-competition, of radically new solutions and services. A world where being able to quickly and effectively adapt can make all the difference.

Are you ready to make the most of the great opportunities presented by an ever more connected world that never sleeps or stands still? Do you have what it takes to deal with the many challenges that come from a world of constant change and radical

Are you ready to make the most of our increasingly digital world? Do you have what it takes to deal with the many

different challenges? We can help you not only survive but thrive—accelerating your success in

the digital age.

BearingPoint helps leading organizations adapt to digitalization

innovation? How, for example, can you turn the challenge of ever more connected and demanding customers into a winning opportunity? How can you best manage the complexities that lie behind creating and delivering innovative digital services? How can you harness the power of digital to minimize your risks? Many such critical questions flow from our dynamic digital world. To answer them, you need to think and act fast. We can help.

Working closely with you as your trusted partners, we will help you take the right strategic decisions and tactical steps to accelerate your success in the digital age.

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Fredrik Kallevig

Director BearingPoint Norway

Digital & Strategy [email protected]

Tore Hundsnes

Senior Manager BearingPoint Norway

Digital & Strategy [email protected]

Espen Høegh Sørum

Technology Analyst BearingPoint Norway

Data & Analytics [email protected]

Contact us for more information and details about this research, about BearingPoint’s digital transformation capabilities and

experiences, or to benchmark your company’s digital maturity.

Authors

Committed consultants with adaptive intelligence

BearingPoint is an independent management and technology consultancy with European roots and a global reach. The company operates in three units: Consulting, Solutions and Ventures. Consulting covers the advisory business; Solutions provides the tools for successful digital transformation, regulatory technology and advanced analytics; Ventures drives the financing and development of start-ups. BearingPoint’s clients include many of the world’s leading companies and organizations. The firm has a global consulting network with more than 10,000 people and supports clients in over 75 countries, engaging with them to achieve measurable and sustainable success.

For more information, visit our website www.bearingpoint.com.

BearingPoint Tjuvholmen allé 3 0252 Oslo

Norway

Tel: +47 24 06 90 00

E-mail: [email protected]

www.bearingpoint.se

© 2017 BearingPoint. All rights reserved. BENO1743.

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