When communication gets lost in translation
Before Relesys, Selected relied on emails and phone calls to keep 26 stores across 6 countries informed and aligned. In a fast-moving fashion retail environment, that approach had a ceiling. Campaigns got missed. Updates arrived late. And the gap between what HQ intended and what actually happened on the store floor kept growing.
Everything was on email and calls and maybe it could be forgotten, or someone missed something.
Daniel Birkelund, Retail Manager, Selected Denmark
On the store floor, the challenge was just as real. With no single platform to rely on, store teams were choosing between emails, WhatsApp, and messenger apps, never quite sure where to look or what to trust.
It was difficult to find out which app or platform we should use. Should it be emails or WhatsApp messenger? There was a lot of difficulties.
Andreas, Store Manager, Selected Fisketorvet
The result was a motivated team working without the tools to match.
One platform. Every team. All together.
With Relesys, Selected brought everything into one place. Campaigns, visual merchandising guidelines, to-do lists, calendars, daily updates, all accessible from the phone that store teams already carry with them.
For Retail Manager Daniel Birkelund, the shift in execution was immediate. Tasks that once relied on an email being opened could now be tracked, assigned, and confirmed directly in the app.
The app has created a better direction and more accountability. We can put in to-dos, upcoming campaigns, visual guidelines for the stores. And that makes a huge impact.
Daniel Birkelund, Retail Manager, Selected Denmark
Speed improved across the board. Seasonal launches, campaign rollouts, visual guidelines – work that once risked delays now moved with pace and precision.
The way we operate in the store goes much faster and with much more excellence than before.
Daniel Birkelund, Retail Manager, Selected Denmark
For Andreas, the change shows up in his daily routine. Deadlines and campaign updates now arrive directly in his calendar and to-do list, ready to act on.
The merchandiser can just easily send out information or deadlines to my calendar and my to-do list. That makes it easier for me to execute a lot faster.
Andreas, Store Manager, Selected Fisketorvet
Building a team that wins together
The operational impact was clear. But what Selected built beyond that is harder to put a number on: a genuine sense of community across stores and countries.
Daniel speaks about this with conviction. For him, Relesys is not just a communication tool. It is the foundation for the kind of culture he wants to build, one where every person, in every store, feels part of the same team.
We can create this community. And that is the way I like leading my team. As a community. We are all in this together.
Daniel Birkelund, Retail Manager, Selected Denmark
A weekly competition across Selected's Danish stores brought that culture to life. Teams competed for the biggest result of the week, sharing wins, commenting, and celebrating each other's performance through the app. The kind of engagement that cannot be forced, and cannot survive on email.
For Andreas, the community aspect is personal too. As a store manager, he does not always get to see his retail manager or HQ colleagues in person. The app closes that distance.
I don't see my colleagues at HQ or my retail manager that often. So it is so easy to connect and stay close with communication.
Andreas, Store Manager, Selected Fisketorvet
The results speak for themselves
Today, 86% of Selected's employees are active on the platform, across 292 users and over 22,000 sessions in just 90 days. That is not a tool people are tolerating. That is a tool people choose to open, every single day.
The biggest difference, according to Andreas, is simple.
Closer communication. Stronger relationship to my team.
Andreas, Store Manager, Selected Fisketorvet
And for Daniel, the answer to what would happen without Relesys says it all.
If we didn't have Relesys tomorrow, we would go back to old school methods. We would miss the speed and the impact we can do across each other.
Daniel Birkelund, Retail Manager, Selected Denmark
From the top floor to the store floor, Selected's frontline teams are connected, aligned, and winning together.
