Didriksons Reduces Manual Reporting Effort by 75% with Sitoo and Zoined Retail Analytics

How Didriksons makes Sitoo data actionable

We interviewed Fredrik Kron, Head of Retail at Didriksons, about how the team runs retail operations with Sitoo in-store and Zoined for analytics. The conversation covered daily decision-making for store teams and leadership, and how faster access to clear insights has changed follow-up, planning, and execution. All quotes in this case study are from that interview.

Didriksons today

Didriksons is a Swedish outerwear brand founded in 1913 in Grundsund on Sweden’s west coast. From the beginning, the mission was to develop functional, waterproof garments for people working outdoors in all weather, especially fishermen who needed clothing that kept them dry and warm. That core idea still shapes the brand today.

Today, Didriksons is one of Scandinavia’s leading brands for functional outerwear for both adults and children, with jackets and parkas as its core category. The garments are designed for long use, something you notice in stores when customers return with favourite jackets that still work after many years.

“When customers come in with jackets they have had for many years and they are still waterproof, then you feel that we're doing something right.”

For most of its history, Didriksons sold through retailers. Over the past ten years, the company has also built its own retail business in parallel, mainly through outlet stores in Sweden, Norway, and Germany, which now represent an important share of revenue.

Sitoo in the stores

In Didriksons' stores, Sitoo is used as the POS system for daily sales. The system is easy for store staff to use and makes it smooth to handle sales, customer flow, and daily routines. That simplicity is especially important in a retail organisation where new employees and seasonal staff need to get up to speed quickly.

“Sitoo is a really good POS. It works very well in a store environment in terms of usability. Processing payments works very well, and all of that works seamlessly.”

As Didriksons expanded its retail business with more outlets and new markets, it was critical to have a POS system that could scale without making the organisation more complex. Sitoo has made it possible to work consistently across multiple stores and countries, while keeping the day-to-day experience in-store easy and user-friendly.

The challenge

As Didriksons’ retail operations expanded across more stores and markets, the need for a shared view of performance naturally increased. While Sitoo continued to support smooth daily sales in store, the organisation also needed an easier way to understand and compare results across locations and over time.

Sales data was already generated at checkout, but making that data easy to use jointly across store teams and retail leadership became increasingly important.

“Zoined helps us use our Sitoo data in everyday decision-making across stores.”

The goal was to keep the simplicity of Sitoo in store, while complementing it with clearer insight and planning across the organisation.

Turning Sitoo data into retail analytics

“Zoined is a perfect complement to Sitoo.”

All sales in Didriksons’ stores go through Sitoo, where every purchase, item, price, and receipt is recorded. With Zoined retail analytics working alongside Sitoo, the same transaction data is used and transformed into actionable views, reports, and dashboards that support follow-up and planning.

Zoined is used as a retail analytics tool where Didriksons can see sales by store, category, item, and period, compare performance across outlets, and follow trends over time. Sales metrics and top lists are presented in a way that is easy to understand, with clear automated visualisations instead of manually created data sheets. Retail leadership and store managers get a clear picture of performance based on the data already available in Sitoo.

Confidence and pace in decisions

The impact on the shop floor is felt mainly in two areas, confidence and pace.

Confidence is about the relationship to numbers and systems. Many store managers are strong operational leaders, but they do not have the time or interest to work in technical reporting tools or manual Excel exports. As follow-up became more important across stores, it was essential that numbers felt easy to access, reliable, and safe to work with for everyone involved.

With Zoined, that threshold is significantly lower. Instead of having to build their own reports, store managers receive automated email reports with relevant key metrics and top lists. They can see yesterday’s sales, how it compares to the same period last year, which products drove results, and how the store performed overall, all based on one trustworthy source. This makes the numbers a natural part of daily routines, rather than something people hesitate to open.

“Our store managers have much better control of their performance today. When they get clear reports every day, it becomes natural to reflect on why the results look the way they do.”

Pace refers to how quickly deviations are noticed and acted upon. With Zoined, store managers can quickly see if a product sells well in one outlet but less in another, where stock is unnecessarily heavy, and which items move too slowly. That enables earlier action and makes in-store discussions more concrete: is it placement, merchandising, staffing, or something else?

At the same time, the dialogue between retail leadership and the stores has changed. Instead of relying on gut feeling or isolated snapshots, conversations are more often based on the same shared foundation. The format is simple enough that everyone can follow, making decisions both faster and better anchored across the organisation.

From data collection to analysis, planning, and confident forecasts

As retail operations scale, the challenge is not access to data but making sense of it fast enough to act. For Didriksons, Zoined has changed how sales data is consolidated, analysed, and used across both stores and retail leadership.

Instead of spending time coordinating information across the organisation, history, key metrics, and development are now available in one consistent view. This makes decision-making faster, more transparent, and easier to anchor in everyday work.

“Previously it could take up to 40 minutes to pull the right numbers. Today the same work takes around 10 minutes. When all history is gathered, it also becomes much easier to show how I arrived at my forecasts.”

With sales history clearly structured by store, category, and time period, planning becomes more grounded. Retail leadership can quickly assess how comparable periods have performed and use that insight to support forecasting, prioritisation, and follow-up.

The focus shifts away from assembling numbers and toward interpreting what they mean. Forecasts are easier to explain, decisions are backed by a shared understanding of the data, and confidence in the numbers increases across the organisation.

The result is not just time saved, but clearer alignment between stores and leadership, stronger confidence in commercial decisions, and a better foundation for acting at the right moment.

Clear roles and a shared decision foundation

For Didriksons, Sitoo and Zoined play two clear and complementary roles in the retail business. Sitoo is used in store for sales and checkout, and it is the foundation of daily operations. Zoined builds on the same data and is used for analysis, follow-up, and planning, both on the shop floor and in retail leadership. The combination makes it possible to work more data-driven without making daily life more complex for store managers or store staff.

“For us, Sitoo is the engine at the checkout and Zoined is the tool that helps us understand and act on the numbers. Together they work very well. Most Sitoo users would get a lot of value from Zoined.”

The result is a way of working where decision support becomes clearer, reaction time shorter, and dialogue between stores and leadership more fact based, without introducing more systems or heavier processes.

Looking ahead

Even though Zoined already has a clear role in Didriksons’ retail business, Fredrik sees continued potential to develop the way of working over time. As store managers become even more confident in the tool, there is an opportunity to move from only consuming ready reports to exploring dashboards more actively and asking their own questions.

Another direction is to analyse the complex relations of key metrics in more detail, for example the relationship between average basket, conversion, and product mix, to create an even stronger overall view of store operations.

In the interview, Fredrik also mentions ZED, the AI-powered functionality being developed on top of Zoined. What he finds most interesting is not automation itself, but the ability to get new perspectives on numbers he already works with. When a tool can highlight relationships or deviations that are easy to miss, it opens up new questions and more nuanced decision-making across the retail organisation.