I really hate to shop at Biltema. But don’t get me wrong; it’s not my intention to bash one of Sweden’s most popular retailers of car accessories. No, it’s just my personal, and very strong, lack of interest in almost everything they sell. I get jumpy just setting foot in one of their stores and the mere thought of endless shelves of wiper blades, metal whatchamacallits and gallons of windscreen washer makes me want to run in the opposite direction. Very fast and probably screaming.

That’s why I wasn’t too happy when my husband – very gently – asked me to pick up a few things at our local Biltema store.  Reluctantly I agreed and asked him for a shopping list. And here comes the beauty of it. Instead of just scribbling down the things he wanted (half of which mean nothing to me), my husband went online to the Biltema website and soon had the SKU, shelf and department number for each and every item.

So, armed with my list, I head to the first department. Easy. Big signs show the way. And even the shelves are clearly marked. Soon I find the first SKU. On to the next. Within minutes I’ve filled my shopping basket with everything on the list. And without –as I’ve pictured it– aimlessly looking for something I wouldn’t recognise even if I saw it, desperately trying to find someone to ask, then finding the right shelf just to realize the item is out of stock and finally collapsing in a pile of sponges.

Standing at the checkout (even the line is short) it hits me how quick and painless the whole experience has been. I’ve got everything I came for and I’m in a good mood.  The professional part of my brain can’t help noticing that Biltema actually have succeeded with their customer communication, from the website to the store, in such a way that even a very negative customer can have a positive shopping experience. Through gritted teeth, bravo Biltema.