Changing the service DNA through customers co-creation

Spejder Sport is Denmark’s largest outdoor chain with a nationwide network of 20 specialty stores that provide outdoor people with gear for all kinds of tours and activities. Spejder Sport is a capital chain owned by the Danish Scouters.

With the customers as co-creators

The collaboration began with an idea of designing a new rainwear collection for Spejder Sports own private label. But through a service audit in selected stores, the collaboration ended with the development and execution of a wide range of service and system improvements – based on customer experiences and with customers as collaborators.

Through workshops with management the initial problem was reframed into a more existential challenge; How does Spejder Sport’s own understanding match the customer’s point of view?

To gain a better understanding and customer insights on this video observations, interviews and workshops were established and touch points were analyzed and improved. Today the DNA of Spejder Sport has changed both physically in the store space, in the mind of employees and as a customer experience.

Since the project launch over the last 7 years, Spejder Sport has expanded from 8 to 20 stores and increased its equity by more than 30%.

“I highly recommend taking such a trip in the helicopter and getting a bigger picture of things – The changes have caused much progress recently.”

John Lange, CEO, Spejder Sport