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Moomin chooses Sitoo to grow unified commerce at scale

Moomin chose Sitoo

The Moomin characters have captured the hearts of millions for more than 70 years and are one of the most recognisable brands in the world.

Since the early 2000s, Moomin stores have been big business, welcoming fans from across the globe and immersing them deep into the Moomin world and stories. For the past eight years, official Moomin ecommerce stores have run in conjunction with the bricks and mortar stores – and now the two are all set to merge.

Driven by the need to create even more immersive, intuitive and joined-up experiences for fans and customers, Moomin have revolutionized their IT architecture by integrating best-of-breed PIM, loyalty and POS systems.

Moomin will use Sitoo as the unified commerce platform and POS, Vaimo to integrate their PIM solution and Voyado as the CRM provider. The three systems will all integrate seamlessly in realtime to deliver an unrivalled experience to Moomin customers.

“As a brand it’s very important for us to drive our own retail because it creates physical locations for fans to engage with and we want them to get a similar experience whether they shop online or in our official stores,” says Jonas Forth, Head of Digital at Moomin Characters and Managing Director of All Things Commerce.

We want the customers to get a similar experience whether they shop online or in our official stores.
– Jonas Forth, Head of Digital, Moomin

“We’re creating one entity that serves the fans and customers as well as we possibly can. Our old retail systems operated as silos in terms of data and product submissions. With our new set up we’re pulling it all together so we have one unified feed that comes into Shopify, Sitoo and Voyado and wherever else we need it. This will help create a natural flow in the stores and create even better experiences for the Moomin fans.”

Moomin opted for a best-of-breed approach thanks to the systems having strong APIs, their plug-and-play nature, and the fact that they are easy to scale. As Moomin look to move to a hybrid pop-up and online store model to support their existing physical locations, they needed solutions that would grow with them, be flexible, and be quick and easy to implement.

“Previously we were working with heavy-duty systems that weren’t versatile, had weak APIs, didn’t play well with each other, were PC-based, weren’t transparent and had poor support. Now, we have solutions in place that are simple to set up, easy to use and empower the store managers and associates to walk around the stores and engage with the customers in a different way – rather than being locked down to a station at the register.”

Now, we have solutions in place that are simple to set up, easy to use and empower the store managers and associates.
– Jonas Forth, Head of Digital, Moomin

Mattias Eriksson, VP Strategic Accounts at Voyado says: “We are proud to be a part of accelerating this fantastic brand’s global journey. Who has not grown up with the white troll Moomin. What’s extra exciting is taking advantage of the huge opportunity this company is experiencing and focusing on the customer journey making it personal in all touch-points and accomplishing this with a best of breed infrastructure.”

Moomin also wanted to create a foundational solution to rapidly and efficiently expand their business into new sales and marketing channels in the global markets. In order to move away from managing products in silos in multiple Shopify Plus instances and POS systems, they wanted to create a centralised solution for product information management. There, Vaimo brought Akeneo as a solution to this problem. 

Marko Rytkönen, Country Manager for Vaimo Finland, states: ”All product information is now managed in one centralised system from where the data can be published to all sales and marketing channels. Transition from managing product information inefficiently in silos to “enrich once, publish everywhere” will help Moomin to be efficient in their product management, expand their business rapidly into new sales and marketing channels globally as well as increase sales.” 

Moomin are taking on a hugely ambitious project and their best-of-breed approach is absolutely the right one to take.
– Jens Levin, co-founder and CEO, Sitoo

Jens Levin, Sitoo co-founder and CEO, adds: “Moomin are taking on a hugely ambitious project and their best-of-breed approach is absolutely the right one to take. Storytelling sits at the heart of their bricks and mortar stores where the experience their fans have is everything. By leveling up their unified commerce capabilities, they’ll now be able to create the same experience across all their touchpoints. We’re delighted to be on this journey with them.”

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