40% Growth in Digital Products with Improved Self-Service
Digital transformation is often a major project where the desire for new capabilities must align with the technological setup. This was also the case for Mediehuset Sermitsiaq, Greenland’s largest independent media house. Here, the systems had long hindered development. But a change isn’t simple. When the distribution of the product is as complex as it is in Greenland, it calls for a flexible system—and a good deal of understanding during implementation.
“Iteras has been incredibly quick to understand Greenlandic culture and infrastructure. Things work differently up here. The newspapers are printed in Denmark and flown to Greenland, sorted, and then flown further out to the settlements. But we simply worked with that as a premise for the project,” says Lasse Christensen, Sales and Marketing Manager at Mediehuset Sermitsiaq.
From Website Visitor to Paying Customer
One of the central elements of Mediehuset Sermitsiaq’s digital transformation has been to leverage users’ strong interest in local news and make it easier to become—and remain—a subscriber. For many years, there has been significant traffic on the website, where many Greenlanders access their daily news. At the same time, sales of the printed newspaper have declined. In this transformation project, a paywall has been added to the website, so that visitors become paying customers.
"We have freed up a large amount of resources in administration that were previously tied to manual handling of customer cases. Now they can be used elsewhere in the organization, such as for developing new products”
– Lasse Christensen | Sales and Marketing Manager at Mediehuset Sermitsiaq
Self-Service and Flexible Subscription Options
The entire purchase flow around the paywall is an Iteras solution, which customers can easily navigate. Likewise, they can use the new self-service to make adjustments to their subscription. Furthermore, Mediehuset Sermitsiaq can now offer flexible subscription options, for instance, for groups within a company. This has made it easier to be a subscriber and an administrator of subscriptions. “We have freed up a large amount of resources in administration that were previously tied to manual handling of customer cases. Now they can be used elsewhere in the organization, such as for developing new products,” says Lasse Christensen.
Single-Point-of-Contact in an Efficient Process
Mediehuset Sermitsiaq knew what they were looking for when they contacted Iteras based on a recommendation. From the time they were presented with the product to implementation, it took three months. It was an intense process in which, among other things, the existing ERP system was replaced, and Iteras was integrated with the existing complex distribution system. Lasse Christensen explains that it wasn’t a problem that he’s not an IT expert: “Rasmus quickly understood our needs. He has been our single-point-of-contact throughout the project, and we’ve always felt prioritized. Besides being skilled at what they do, the Iteras team is also incredibly pleasant to work with. The personal relationship has been crucial to the collaboration.”
40% Growth in 4 Months
After implementing the new systems, there have been only a few minor adjustments, which have been quickly addressed. And just four months after the paywall and self-service went live, Lasse Christensen and his team have noted a 40% growth in digital subscription sales. “There was clearly a demand for the digital part of the business. It’s great that we’ve succeeded in our goal to make it easier for customers to buy subscriptions with less time-consuming administration for us.”
