Skip to content

Skip to content

Digital leaders in the Nordics 2017

Our study assesses 176 leading Nordic companies’ 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 top 10 companies across the Nordics all come from the telecom and retail industries. The common factor behind the success of all these companies is that they have good performance consistently across most of the dimensions investigated, and they are also particularly strong in specific dimensions of digital. The top 10 companies and the areas that differentiate each of them from the competition are highlighted below.

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

Swipe right to left

58 8.25 Sonera

Sonera

Sonera, a leading telecom company in Finland and a subsidiary of Telia Company, is the most digitally mature company in the study.

View info
B2C
54 8.25 DNA

DNA

DNA, the third-largest telecom company in Finland, ranks second overall in the Nordic comparison.

View info
B2C
50 8 Qliro Group

Qliro Group

Qliro Group, the online retailer behind CDON.com and other brands, ranks third overall and first among Swedish companies.

View info
B2C
50 8 Telia Company

Telia Company

The Swedish branch of the telecom firm Telia Company ranks fourth overall.

View info
B2C
46 8 Clas Ohlson

Clas Ohlson

Swedish retailer Clas Ohlson ranks first in digital product experience, fourth in mobile and ninth in e-CRM.

View info
B2C
46 7.75 Elkjøp Norge

Elkjøp Norge

Elkjøp Norge, the Norwegian retailer also known as Elgiganten, is the highest-ranking Norwegian company.

View info
B2C
42 7.75 Komplett.no

Komplett.no

Komplett.no, an electronics online retailer based in Norway, earns a top 10 position in digital marketing and a top 20 position in e-commerce.

View info
B2C
38 7.75 Telenor Mobil

Telenor Mobil

The Norwegian branch of the telecom company Telenor Mobil ranks eighth overall.

View info
B2C
38 7.75 Elisa

Elisa

Elisa, a leading telecom company in Finland, ranks ninth compared with the other Nordic companies.

View info
B2C
33 7.75 IKEA

IKEA

The Swedish branch of the home furnishing retailer IKEA ranks 10th in the study.

View info
B2C

Key Findings

Our Key Findings section offers more detailed information about the researched Nordic companies digital maturity by dimension; by category, 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)

  • 6.5 Finland
  • 5.75 Norway
  • 5.75 Sweden

Digital Marketing

The average grade for digital marketing is below satisfactory (7) in each country. In general, the companies are more advanced in search engine marketing and in using their own media. In particular, Nordic companies seem to focus less on affiliate marketing, although Swedish firms are more active than their Nordic peers in this respect. Norwegian retailer Komplett tops the Nordic ranking, followed by Finnish telecom companies. However, it is difficult to make direct comparisons between country grades in digital marketing, due to the relative grading criteria of several subdimensions of digital marketing.

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

  • 9

    Komplett

    Retail

    Norway

    B2C
  • 8.75

    TeliaSonera

    Telecom

    Finland

  • 8.75

    DNA

    Telecom

    Finland

  • 8.75

    NRK

    Media

    Norway

  • 8.5

    IF

    Insurance

    Norway

  • 8 Finland
  • 7.5 Sweden
  • 7.5 Norway

Digital product experience

Digital product experience is one of the strongest dimensions in each country. Finnish B2C companies rank highest, Swedish second and Norwegian third. Swedish retailer Clas Ohlson tops the ranking, while the others in the top five are Finnish companies from different industries. Swedish companies excel in the usability and design of their webpages, whereas Finnish companies perform best in content and offering information on their products and physical stores.

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

Nordic top 5

  • 9

    Clas Ohlson

    Retail

    Sweden

    B2C
  • 8.75

    Helsingin Energia

    Energy

    Finland

    B2C
  • 8.75

    DNA

    Telecom

    Finland

    B2B
  • 8.75

    Helsingin Sanomat

    Media

    Finland

    B2C
  • 8.75

    Nordea

    Banking

    Finland

    B2B
  • 6.5 Finland
  • 6.5 Sweden
  • 6.25 Norway

E-commerce

E-commerce is the dimension with the most room for improvement across the three countries, and the B2C average grade is below satisfactory (7) in each country. As expected, retailers occupy the top positions in e-commerce. Other industries still lag behind – some by a wide margin. Finnish companies rank highest for streamlined purchase processes, whereas Swedish firms are the most advanced in sales support and product presentation.

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

  • 8.75

    Sokos

    Retail

    Finland

  • 8.5

    Qliro Group

    Retail

    Sweden

  • 8.5

    Prisma

    Retail

    Finland

  • 8.5

    Expert

    Retail

    Norway

  • 8.5

    Dustin

    Retail

    Sweden

  • 7 Finland
  • 6.75 Sweden
  • 6.75 Norway

E-CRM

Telecom is the industry with the highest e-CRM grades, with Finnish B2C companies faring on average slightly better than their Nordic peers. However, the top five companies come from a variety of industries across the Nordics, with Nordea in Sweden earning the highest grade. Swedish and Norwegian companies fare best in customer service, while Finnish firms do better in personification and engaging customers.

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

  • 8.5

    Nordea

    Banking

    Sweden

  • 8.5

    Widerøes Flyveselskap

    Passenger Transportation

    Norway

  • 8.25

    Kolonial.no

    Food retail

    Norway

  • 8.25

    TV4 Aktiebolag

    Media

    Sweden

  • 8

    TeliaSonera

    Telecom

    Finland

  • 7.75 Finland
  • 7.5 Sweden
  • 7.25 Norway

Mobile

Mobile is one of the Nordic firms’ stronger dimensions, with several companies scoring outstanding grades. Norwegian B2C firms have the most advanced mobile sites, while Swedish companies excel at mobile apps. However, the best Finnish companies receive the highest grades in mobile. Industry-wise, telecom companies score the highest average grades, whereas Finnish media brands and Swedish retailers dominate the top five.

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

  • 9.75

    Helsingin Sanomat

    Media

    Finland

  • 9.75

    Yle

    Media

    FInland

  • 9.5

    IKEA

    Retail

    Sweden

  • 9.25

    Clas Ohlson

    Retail

    Sweden

  • 9

    Nordea

    Banking

    Finland

  • 7.25 Finland
  • 7 Norway
  • 6.75 Sweden

Social media

Companies across the Nordics are very active in social media. On average, Finnish companies are more advanced in two-way communication, whereas Swedish and Norwegian firms utilize different social media channels for customer support. The top performers are mostly Swedish, with TV4 Aktiebolag taking first place.

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

  • 9.25

    TV4

    Media

    Sweden

  • 9.25

    Sveriges Television

    Media

    Sweden

  • 9.25

    Fazer

    Food retail

    Finland

  • 9.25

    H&M

    Retail

    Sweden

  • 9

    Telia Company

    Telecom B2C

    Sweden

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 Finland

Jan 24 2017

Digital leaders in Norway

Jan 24 2017

Digital leaders in Sweden

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

Close window

To download the report please fill in your details below