GOTTEBITEN
June 3
Written by Michelle Thomsen
« We see that our members have a significantly larger shopping cart than non-members »
Gottebiten started when three young brothers decided to establish themselves in the border trade with Norway. In a self-built cabin filled with candy, the brothers opened their first shop.
Today, Gottebiten consists of 11 stores in Sweden along the border with Norway, of which the store in Morast is one of the largest in the world, with an area of 3,500 m² and a selection of over 4,000 items in candy, soft drinks and tobacco.
The company established the loyalty program Gottebiten Kompis in May 2024 and has nearly 42,000 members as of January 2025. We at Diller interviewed COO / Vice President Christian Blomqvist at Gottebiten to hear about their experiences with the loyalty program so far.
Why did you start a loyalty program?
We started with the customer club for two reasons. First, we wanted to offer a good loyalty program, so that it would be both profitable and positive for customers to come to us. Second, we wanted to learn more about our customers. This in turn makes it possible to have direct contact with members at a segment or individual level in a very simple way, which is also experienced as relevant and positive for our members.
You have nearly 42,000 members today. What is the goal going forward?
We will of course continue to grow, and we set annual targets. By the summer of 2025, we envision reaching 100,000 members, and by the New Year, 150,000 members.
We recruit new members at the checkout or in the store, where employees provide information about the customer club. It is important to us that the customer wants it themselves, that they want to become a member with us.
Have you seen any positive results so far?
Absolutely. We see that our members have a significantly larger shopping basket than non-members. The average basket – that is, the amount on the receipt – is larger among our members.
« As a small curiosity, I can mention that we were part of a documentary on BBC Channel 5 about the world's largest candy stores. The production team wanted to get in touch with a Norwegian family who often traveled across the border to shop. We then used Diller to find the family, by sending a customized SMS to members in a certain region. Fun to be able to use the customer club for that! »
Christian Blomqvist, COO / deputy CEO of Gottebiten
How did you hear about Diller?
When we had switched to the Silent Touch POS system from Extenda Retail, we were contacted by Lars Delbeck at Diller, who told us that this POS had the option of a fully integrated loyalty program. We found this to be a good solution for us.
How important is it that Diller is integrated into the checkout?
« We want to develop our communication towards members at an individual and segment level, so that we become even more relevant to each and every one in the customer club. We will continue to work on this in 2025. Then we can provide better benefits to each member, based on purchase history and segments. »
This is incredibly important. We are pleased that the collaboration between Extenda, Diller and Gottebiten is so good, and the integration between the cash register and loyalty program works well. We also hope to be able to further develop the solution, so that it can reward volume trading to an even greater extent and provide an even greater incentive to our customers.
What do you think about the collaboration with Diller?
The fact is that Diller has been great to work with right from the start. Lars in Sales and Knut in the technical department are both very cooperative and positive.
What do you see for yourselves in the future?
We want to build a strong customer club that gives our customers a greater reason to come to us. We want to create a loyal customer base, where members get good deals. Being part of Gottebiten Kompis should be positive.
For new features, developers are also closely involved throughout the implementation period and often send us updates throughout the launch. It creates a lot of enthusiasm for us when a supplier is so close!