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E-Commerce & Omnichannel Data & Integration Digital Strategi Architecture Digital strategy

Winning in a low‑margin construction market

When every visit counts: jem & fix’s website and e‑commerce have been transformed into a magnet that draws customers into physical stores, guides them directly to the products they are looking for, and delivers strong customer experiences.
Jem & fix
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Solution for Jem & fix

Like having a personal DIY assistant. In 2023, we launched a new, lightning‑fast website and a scalable e‑commerce solution.

The goal was to make the website more than just a place to browse—it should act as an entry point to the in‑store experience.

The platform inspires, guides, and supports customers from the very first click, leading them directly to the right product on the right shelf in their nearest store.

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Challenges and needs

Getting customers into the store – when they have endless choice.

  1. 1
    Intense competition and low margins put pressure on profitability.
  2. 2
    Low customer loyalty and high price sensitivity in the market.
  3. 3
    Behov for stærk sammenhæng mellem forretningsstrategi og kundeoplevelse gennem selvbetjeningsorienteret kunderejse.
  4. 4
    Operating more than 200 stores places high demands on scalable solutions.
  5. 5
    Supporting the low‑cost and self‑service concept is critical.
  6. 6
    The digital platform must drive traffic to physical stores.

We have more than 100 million sessions per year, and from previous data we know that at least 50% of those who visit the website subsequently go on to visit a store.

Anna Paludan,

Head of Marketing & E-commerce at jem & fix

“Our business is built around our physical stores. Making it easy for customers to visit us—and to a large extent serve themselves—is key to our omnichannel strategy. The new website plays a crucial role in this. Over three years, we have reached an index of 200 across markets measured by online visits. We now have more than 100 million sessions per year, and from previous data we know that at least 50% of those who visit the website subsequently go on to visit a store.”

The platform can handle scale and complexity

The platform can handle:

  • More than 1 million page views per day

  • Up to 700 requests per second

By using cloud‑based solutions (Azure), the system is scalable and future‑proof, without the need for physical servers.

The technical solution is based on a customised Umbraco Commerce platform with microservices, making it:

  • Robust

  • Flexible

  • Secure

  • User‑friendly

Real-time stock availability

Customer can see

•  exactly where the product is located in the store

•  how many units are in stock

•  wheter it is available only online

This information is displayed directly in search results, category pages, and product pages.

It ensures that customers do not make wasted visits—otherwise, they will quickly choose a competitor.

Omnichannel strategy

The focus is not only on online sales – but on:

  • drive traffic to the website

  • encourage customers to choose their local store

  • get customers to visit the store and purchase there

At least 50% of website visitors end up visiting a physical store.

Cost optimisation

To support the low‑cost strategy, jem & fix works with:

  • automated ordering

  • minimal stockholding

  • self-service in stores

  • efficient freight calculation

An advanced freight calculation system ensures competitive prices without sacrificing profitability.

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Results

jem & fix is now strongly positioned with a digital solution that:

  • drives customers to stores

  • improves the customer experience

  • supports growth across Scandinavia

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Let's talk

Reetta Peltonen
CEO Finland