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Digital leaders in the Nordics 2018

Our study assesses 221 leading Nordic brands digital maturity across six dimensions: digital marketing, digital product experience, e-commerce, e-CRM, mobile, and social media. On this webpage you can easily access the study highlights: company rankings and details, summary by digital dimensions, and related insights.

Digital leaders in the Nordics

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.

Grade scale: 4 (failed), 5 (poor), 6 (sufficient), 7 (satisfactory), 8 (good), 9 (excellent) and 10 (outstanding)

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67 8 DNA

DNA

DNA, the third-largest telecom company in Finland, climbs from second to first place, winning the title of Digital Leader 2018.

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63 7.75 Telia

Telia

The Finnish branch of the telecom firm Telia Company loses last year’s first place and ranks second this year

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58 7.5 FINN.no

FINN.no

 

Norwegian media company Finn.no joins the study for the first time and scores enough points to reach the top three.

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58 7.5 Telia (B2C)

Telia

The Norwegian branch of the telecom firm Telia ranks fourth this year.

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58 7.5 Telenor

Telenor

The Norwegian branch of the telecom company Telenor ranks fifth this year.

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58 7.5 Qliro Group

Qliro Group

Qliro Group, the online retailer behind CDON.com and other brands, performs slightly worse this year, falling to seventh place.

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58 7.5 Tele2 (B2C)

Tele2 (B2C)

The Swedish B2C branch of Tele2 climbs up to eighth place this year.

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58 7.5 Tele2 (B2B)

Tele2 (B2B)

The Swedish B2B branch of Tele2 follows just behind its B2C counterpart.

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58 7.5 Telia (B2B)

Telia (B2B)

The Swedish B2B branch of the telecom firm Telia takes sixth place.

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58 7.5 Clas Ohlson

Clas Ohlson

Due to the study’s newcomers and updated criteria, Swedish retailer Clas Ohlson falls from its fifth place last year to 10th.

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Key findings

Our Key findings section offers more detailed information about the researched Nordic companies digital maturity by dimension in comparison to Nordic counterparts, and it also shows the five leading companies. Click on the dimension tabs below to learn more.

Grade scale: 4 (failed), 5 (poor), 6 (sufficient), 7 (satisfactory), 8 (good), 9 (excellent) and 10 (outstanding)

  • 5.0 Finland
  • 5.0 Sweden
  • 4.75 Norway

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.

Nordic top 5

  • 8

    Citymarket (grocery)

    Finland

    B2C
  • 7.75

    Tele2 B2C

    Sweden

    B2C
  • 7.75

    NetOnNet

    Sweden

    B2C
  • 7.5

    Telia B2C

    Sweden

    B2C
  • 7.5

    SAS

    Norway

    B2C
  • 7.75 Finland
  • 7.75 Norway
  • 7.75 Sweden

Digital product experience

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 top 5

  • 9.25

    Helsingin Sanomat

    Finland

    B2C
  • 9

    Telenor

    Norway

    B2C
  • 8.75

    Telia

    Norway

    B2C
  • 8.75

    Elkjøp Norge

    Norway

    B2C
  • 8.75

    OP

    Finland

    B2C
  • 6.5 Finland
  • 6.25 Sweden
  • 5.75 Norway

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.

Nordic top 5

  • 8.75

    Telia B2B

    Sweden

    B2B
  • 8.5

    Alko

    Finland

    B2C
  • 8.5

    Telenor B2B

    Sweden

    B2B
  • 8.5

    Tele2 B2B

    Sweden

    B2B
  • 8.5

    3 B2B

    Sweden

    B2B
  • 6.5 Finland
  • 6.5 Sweden
  • 6 Norway

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.

Nordic top 5

  • 9

    Telia

    Finland

    B2C
  • 8.5

    Elisa

    Finland

    B2C
  • 8

    HKScan

    Finland

    B2C
  • 8

    Apoteket AB

    Sweden

    B2C
  • 8

    Clas Ohlson

    Sweden

    B2C
  • 7.25 Finland
  • 7.25 Sweden
  • 7 Norway

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.

Nordic top 5

  • 9

    OP

    Finland

    B2C
  • 8.75

    IKEA

    Sweden

    B2C
  • 8.75

    DNA

    Finland

    B2C
  • 8.75

    FINN.no

    Norway

    B2C
  • 8.5

    Systembolaget

    Sweden

    B2C
  • 6.75 Finland
  • 6.5 Sweden
  • 6.25 Norway

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.

Nordic top 5

  • 8.75

    Fazer

    Finland

    B2C
  • 8.5

    Valio

    Finland

    B2C
  • 8.5

    Yle

    Finland

    B2C
  • 8.5

    NRK

    Norway

    B2C
  • 8.5

    H&M

    Sweden

    B2C

Contact us

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.

Our people

Feel free to contact our subject-matter experts and study authors directly. 

Video

 

Digital leaders in Sweden 2018

Nov 7 2017

Digital leaders in Finland 2018

Nov 7 2017

Digital leaders in Finland 2017

Jan 24 2017

Digital leaders in Norway 2017

Jan 24 2017

Digital leaders in Sweden 2017

Jan 24 2017

Digital marketing in Norway 2017

Jan 24 2017

E-commerce in Norway 2017

Jan 24 2017

Digital leaders in Banking in Sweden 2017

Jan 24 2017

Digital leaders in Food retail in Sweden 2017

Jan 24 2017

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