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New scalable e-commerce platform for Danish jewellery giant extends throughout Europe with excellent online marketing efforts.

Pilgrim is a Danish jewellery giant that creates jewellery to reflect spontaneity, intimacy, and authenticity. With a Scandi-cool approach to design, Pilgrim is a recognised brand in the industry and has a solid position on the national and international fashion and jewellery scene. In order to extend throughout Europe, Pilgrim needed a new scalable e-commerce platform and outstanding online marketing initiatives. That’s where we came in.

Online marketing delivers results  

Growing arrow icon 29 0 %

Increase in conversion rate

55 0 %

decrease in price per click

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increase in transactions


Our digital marketing specialists worked together with Pilgrim to run advertising campaigns that would increase website traffic significantly. These campaigns ran on both search campaigns, display ads, Facebook, Google Shopping, and Youtube. As shown above, the results were remarkable. 

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    New e-commerce platform

    A successful shop at the heart of the new solution allows customers to enter both promotions and discount codes

  • Online marketing

    Online marketing efforts include social media campaigns in Google AdWords and via Google Shopping

  • Shopify solution

    Shopify was an obvious platform for Pilgrim’s commerce solution with language layers, integration with Microsoft Dynamics AX and handling large amounts of data

Content optimisation

As part of our recommendations, Pilgrim were advised to optimise their content where possible. This meant improving the usage and relevance of keywords and ads in their newsletters, landing pages, website etc. Doing this would improve their quality score dramatically and reduce their price per click rate.

Scalable platform with multiple language layers

Previously, Pilgrim had only a Danish shop, but with more and more foreign customers, it made sense to have a site for the European market. Each country now has its own language layer within pilgrim.net. This multi-language feature helps Pilgrim to reach a larger audience, improve SEO efforts whilst building trust with consumers.

Integrating the latest version of AX

Microsoft Dynamic AW is an ERP system that talks with box systems in physical stores. This means that Pilgrim can continuously change the range and constantly keep the web shop updated around the clock in line with physical inventory.

"Cooperation with Novicell has been effective and productive from the start. Novicell’s business acumen and agile approach to the project raised our digital presence significantly. Revenue more than doubled, and integration to our ERP has lifted our entire business. We look forward to future collaborations.”  

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Hjadle Markvad, IT Project Manager