“Our members have a clearly larger shopping basket than non-members”

Today, Gottebiten consists of 11 stores in Sweden along the border with Norway, with the shop in Morast being one of the largest candy stores in the world, spanning 3,500 m² and offering over 4,000 items of candy, soda, and tobacco.

The company launched the loyalty program Gottebiten Kompis in May 2024 and, as of January 2025, has nearly 42,000 members. The Diller team interviewed COO Christian Blomqvist at Gottebiten to hear about their experiences with the loyalty program so far.

Why did you start a loyalty program?

We started the loyalty program for two main reasons. First, we wanted to offer a good loyalty program, making it both profitable and positive for customers to come to us. Second, we wanted to learn more about our customers. This allows us to have direct contact with members on a segment or individual level in a very simple way, which is also perceived as relevant and positive for our members.

You already have 42,000 members. What are your goals moving forward?

Of course, we want to continue growing, and we set annual targets. By summer 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 loyalty program. It is important for us that customers really wish to to become members with us.

Have you seen any positive results so far?

Absolutely. We see that our members have a clearly larger shopping basket than non-members. The average basket—meaning the amount on the receipt—is considerably larger among our members.

As a little curiosity, I can mention that we participated in a documentary on BBC Channel 5 about the world’s largest candy stores. The production team wanted to connect with a Norwegian family that often traveled across the border to shop. We used Diller to find the family by sending a tailored SMS to members in a specific region. It’s fun to be able to use the loyalty program for that!

How did you hear about Diller?

After we transitioned to the Silent Touch POS from Extenda Retail, Lars Delbeck from Diller contacted us, explaining that this system offered a fully integrated loyalty program. We found that this was a good solution for us.

How important is it that Diller is integrated into the POS?

This is incredibly important. We are pleased that the collaboration between Extenda, Diller, and Gottebiten is so good, and the integration between the POS and loyalty program works well. We also hope to further develop the solution so that we can reward bulk purchases even more and provide a greater incentives for our customers.

What do you think of the collaboration with Diller?

The fact is that Diller has been great to work with right from the start. Lars in Sales and Knut on the technical side are both very cooperative and positive.

What do you envision for the future?

We want to build a strong loyalty prgram that gives our customers a greater reason to come to us. We aim to create a loyal customer base where members receive great “deals.” It should be very positive to be part of Gottebiten Kompis.

We want to develop our communication with members on an individual and segment level so that we become even more relevant to each person in the loyalty program. This is what we will work on in 2025, as we will be able to provide better benefits to each member, based on purchase history and segments.