Bringing the Nordik Group’s new brand to life across all its digital channels
Supporting the deployment and marketing of the new brand image, from websites to interactive displays in spas
For over 20 years, Groupe Nordik spas have established themselves as true havens of well-being for those looking to escape the daily grind. Offering the widest selection of experiences dedicated to the well-being of body and mind in North America, these establishments invite visitors to reconnect with nature, others, and themselves, an ideal refuge from the constraints of modern life. Guided by its mission to make a meaningful difference in people’s lives, Nordik Group continues to expand by seizing new business opportunities and bringing ambitious projects to fruition. With more than 600 employees in Winnipeg, Whitby, and the Outaouais region, the company has established itself as a major player in the industry. The Nordik Spa Village in Chelsea, opened in 2005, has become the largest spa in North America thanks to its constant innovation.
Nordik Group establishments are distinguished by their enchanting settings, nestled in natural, wooded landscapes close to urban centers. Each site harmoniously integrates the fundamental elements—wood, stone, water, and fire—creating a warm atmosphere conducive to relaxation and rejuvenation.
Nordik Group called on Axial to support it in the rollout and marketing of its new brand image. This mandate included several key elements, including its websites, online booking platform, gift certificate sales system, interactive kiosks in the spas, and email communications.
Challenges and objectives
01
Bring the new brand to life across all Groupe Nordik platforms and digital environments.
02
Migrate all websites to the same technological architecture.
03
Align Axial and Groupe Nordik teams, involving methodical management of various stakeholders to effectively harmonize project budgets, timelines, and priorities.
04
Ensure complete product ownership: quality control of deliverables, prioritization, and decision-making in collaboration with Groupe Nordik decision-makers.
OUR SOLUTIONS
Nordik Group has undertaken a digital transformation of its online ecosystem to reflect its new brand identity. This major initiative has affected all of its digital channels, including the redesign of its websites and the overhaul of its booking and gift certificate purchasing platforms. The rollout also extended to spa check-in kiosk interfaces and email communications. This consistent update was accompanied by an optimization of the purchasing platforms, specifically aimed at improving conversion rates and enriching the customer experience at every digital touchpoint.
More specifically, a strategic migration of content was orchestrated from the old WordPress sites to the Apostrophe platform. This transition established a harmonized content structure across all sites and brands, ensuring overall consistency in the user experience. The team adopted an analytical approach, prioritizing content with high SEO potential and carefully evaluating which content should be retained in the new architecture.
- Centralization of websites under Apostrophe to create a unified and scalable ecosystem.
- Revision of online purchasing platforms: day and spa booking platform and gift voucher purchasing platform.
- Adaptation of all email communications.
- Collaborating on the launch planning for all digital platforms according to a comprehensive deployment strategy.
- Development of automation to enable the import of existing content to the new platforms.
- Development and optimization of web architecture
“Thermea is a strong, established brand, and it was truly a privilege to extend its identity to the digital realm. We spent a great deal of time perfecting each interface—focusing on clarity, efficiency, and helping guests understand the Spa-Village concept.”
Simon, UI/UX designer at Axial
“We’re delighted with this natural partnership. The Axial team quickly grasped the brand’s DNA, its values, and its origins.”
Alexandre, e-commerce Manager at Groupe Nordik
“This was a thrilling project. We regularly revisited our assumptions, pushing each other to refine and improve. We really felt like one team, and that’s why we’re so proud of the end result.”
Émilie, Strategist at Axial
KEY TAKEAWAYS
01.
Never underestimate how crucial it is to understand your market and brand. Investing the time to define your persona and target audience is key to launching a successful product.
02.
Collaboration with Le Groupe Nordik’s team was a cornerstone of our success. By combining our collective knowledge, we delivered the best possible experience for the end user.
Extent of work
Business and digital strategy
- Business strategy
- Web strategic planning
- User research
- UX/UI design
- Workshops and training
Development
- Technology analysis and selection
- E-commerce website development
Optimization and marketing
- Conversion rate optimization
- A/B tests
- Email marketing
Project management
- Project planning and management
