Founded in 1962 and owned by London-based Dixons Carphone, Elkjøp (known as Elgiganten outside of Norway) is the largest consumer electronics retailer in the Nordic countries with 400 stores and 8,400 employees.

“Informatica’s solutions make it very simple to automate and validate product data from suppliers and get products to market much faster with better quality data.  This in turn enhances the customer experience across various channels, including online, catalogs, brochures and in stores.”

— Thomas Thykjaer, Master Data Architect, Elkjøp


Business Need

Become the best retailer in the world by moving from an organization focused on selling products to one focused on providing the best customer shopping experience.

Release new products and services to market faster on both online and offline channels.

Track in-store and online purchases to better understand customers’ buying behaviors.

Provide customers complete and correct information during the research and buying process (such as detailed product specifications) to inform purchases in-store and online.

Establish a firm foundation for Elkjop’s digital strategy to increase marketing campaign effectiveness.

Make a master repository of product data attributes available to applications including the wholesale SAP and Point of Sales systems, poster printing and all Elkjop websites.



Prepare product data to migrate from 45-year-old enterprise application software to a modern SAP system.

Run advanced automated processes in SAP which demands high quality data from large amounts of information.

Replace time-consuming, manual processes to create product details and make them ready for online sales.

Simplify onboarding of supplier data in order to maximize product information quality along faster product launches.


Solutions & Results

Improved accuracy and completeness of product data on Elkjop.com resulting in reduced customer complaints and fewer returns.

Ensured better, consistent customer experience across store, catalog promotions and online sales channels.

Reduced time to market by up to 60% by decreasing time to onboard new online product information from several hours to only a few minutes.

Reduced the number of duplicate or inaccurate products online by 20% due to inherent bad data quality issues.

Increased efficiency of product on-boarding and better possibilities to maintain sales channels such as web, mobile and in-store with product information.

Reduced manual process efforts with automated email marketing campaigns.


Products & Services

Informatica MDM – Product 360

Informatica MDM - Product 360 enables business users to more efficiently acquire, author, and publish product information. The master data fueled app delivers rich product information that closes the sale no matter which channel your customers use.

Informatica Data Quality

Transforms the way your business works by instilling trust in data at all times.

Informatica PowerCenter Real Time

Accesses, integrates, and delivers any and all data quickly and cost-effectively, without hard coding.

Informatica Address Verification

Parses, cleanses, verifies & standardizes global address data and appends country codes for global address validation.

Success Stories


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