Volkswagen Group Sweden
Driving digital in-store transformation with the IXM platform
Client snapshot
Volkswagen Group Sweden (VGS) operates a multi-brand dealership network across Sweden, including Volkswagen, Škoda, Audi, and CUPRA, with over 240 retail locations. The collaboration with Grassfish is a long-term strategic rollout across brands, focused on transforming the dealership into a modern, digital in-store experience.
The strategic challenge
As customer behaviour shifted, Volkswagen Group Sweden faced a critical transformation challenge.
Fewer physical visits meant that each dealership interaction needed to deliver more value. Customers arrived better informed but also with higher expectations for a seamless, consistent customer experience across digital and physical touchpoints.
This created a need for:
- A unified digital in-store ecosystem bridging online and offline journeys
- Scalable and consistent digital signage solutions across brands and locations
- Tools enabling sales staff to deliver more engaging, data-driven interactions
- A stronger, experience-driven in-store strategy aligned with each brand
The dealership was no longer just a sales channel; it became a key platform for influencing decisions and building brand trust.
Grassfish approach: Strategic consulting powered by IXM
Grassfish partnered with VGS as a strategic retail and customer experience consultant, leveraging the IXM Platform (In-Store Experience Management Platform) as the foundation.
Through in-depth pre-studies and collaborative workshops, Grassfish and VGS defined a future-proof in-store experience strategy, supported by a scalable, cloud-based platform architecture.
At the core of this transformation is the Grassfish IXM Platform, a cloud-based, API-first, enterprise digital signage software and retail CMS that enables VGS to manage, scale, and optimise its entire digital in-store experience ecosystem, while enabling local dealerships to manage their digital touchpoints and integrate locally relevant, value-creating content.
This ensures:
- Centralised control with local flexibility
- Seamless integration with internal systems
- Scalable deployment across brands and markets
- Consistent and high-quality digital signage and in-store communication
The IXM-powered experience ecosystem
Using the IXM Platform, Grassfish implemented a connected suite of digital in-store solutions:
Smart cube – Interactive product exploration
A centrepiece of the showroom experience, powered by IXM, enabling immersive and collaborative exploration of vehicles, features, and availability, supporting sales conversations in real time.
Dynamic price signage – Integrated & real-time
An API-integrated digital signage solution that connects directly to internal systems, providing accurate, real-time vehicle data, enhancing transparency and decision-making.
Digital delivery experience – Personalised moments
A fully IXM-managed experience that transforms vehicle handovers into memorable brand moments through personalised, automated content on large-format displays.
Strategic digital signage network
A scalable, cloud-based digital signage platform enabling VGS to manage campaigns, brand communication, and local adaptations across all dealerships, ensuring consistency while supporting local relevance.
Rollout & partnership
Since 2021, Grassfish has acted as a full-service partner, covering retail strategy, concept development, platform implementation, and managed services.
- Volkswagen rollout: completed 2023–2024
- Škoda rollout: ongoing since 2024
- Audi rollout: next phase
The IXM Platform enables a structured and scalable rollout, ensuring long-term flexibility and continuous optimisation.
Business impact
By combining strategic consulting with the IXM Platform, Volkswagen Group Sweden has successfully transformed its dealerships into connected, experience-driven environments.
Key outcomes include:
• A unified and scalable digital in-store ecosystem
• More engaging and effective customer interactions
• Increased consistency across brands and locations
• Improved operational efficiency through centralised platform management
• Stronger alignment between digital signage and customer experience
This transformation is ongoing, with the IXM platform continuously optimised, developed, and integrated, ensuring that Volkswagen Group Sweden remains at the forefront of digital in-store innovation.
