Transition to a hybrid store – a path to the service of the future in Norrbotten
In the spring of 2025, Region Norrbotten conducted a survey among operational support stores in the county to map experiences and effects of the transition to a hybrid store. The results show both opportunities and challenges – but above all a strong desire to develop local service.
Roger Degerman scans his goods himself at Affär'n in Abborrträsk and says it's easy to use. – This is good. People who previously only passed by because it was closed can now shop with the extended opening hours.
Background and purpose
In Norrbotten there are currently 30 operational support stores, all of which are affiliated with chains such as Handlar'n, Nära Dej or run by private players. Of these, 16 have converted to hybrid stores and one is fully digital with agent functions in a nearby café.
The purpose of the change has been to
- Increase profitability without increasing personnel costs
- Secure operations in the event of illness or absence
- Meeting the demand for longer opening hours
- Strengthen competitiveness in a tough market
Technology and installation
There are various companies on the market that offer technical solutions for hybrid stores, both as a complete package solution and as individual parts. Many stores chose ready-made package solutions for the sake of simplicity, while others divided the purchases to save costs. The installation has generally worked smoothly. The support from selected suppliers has been good, although some request more telephone contact instead of email.
Implementation and support
The conversion has varied in scope – from minor adjustments to major renovations with new entrances and checkout counters. Security measures such as shutters and lockable doors have been common. The time taken has varied from one month to two years.
Most stores have applied for and received financial support from Region Norrbotten, the County Administrative Board or Leader. The region's support has averaged SEK 286,609 per store.
- The transition to a hybrid store was a joint decision by the board. It was more or less necessary for the store to have a chance of survival, says Michael Gällerstedt, chairman of Abborrträsk Handel AB.
Start-up and customer reception
The transition to digitalization has generally been received positively. Older customers were sometimes hesitant at first, but most have gotten used to it over time. Younger customers and holiday home owners especially appreciate the increased accessibility. Self-scanning has worked well, although some customers needed help at first.
Effects and results
- Turnover has increased by an average of 10–15%
- Better service and accessibility for both residents and visitors
- Increased sales of snacks, soft drinks and ready meals
- The hybrid solution is seen as crucial for the store's survival
At the same time, some stores have reported increased electricity costs due to, for example, lighting that is on 24/7, slightly more thefts and young people staying in the store late at night.
The role of staff
The transition has meant new routines for replenishment, cleaning and customer support. Some have reduced staffing hours and introduced more flexible schedules, but most have not changed the number of positions.
Accessibility
Most stores have made basic adaptations such as ramps, wider aisles and adjusted heights of terminals. However, challenges remain, especially for the visually impaired and at entrances. During unmanned hours, it is often difficult for the visually impaired to shop.
In summary, the survey shows that hybrid stores are an important step in securing local service in Norrbotten. With the right technology, support and adaptations, they can meet future demands for accessibility, security and sustainability.
Text and image: Petra Selberg