Warning: Parameter 1 to wp_default_scripts() expected to be a reference, value given in /var/www/rinahansen.com/public_html/wp-includes/plugin.php on line 571

Warning: Parameter 1 to wp_default_styles() expected to be a reference, value given in /var/www/rinahansen.com/public_html/wp-includes/plugin.php on line 571

Rina hansen

Home / Digital

A Step Ahead with Consumer Insights


  The danish fashion magazine IN publiced a great foreward thinking issue in February 2018 with the title ‘Looking into the Future’. The angle was tech, research and women working at the forefront of this field – such as Malou Aamund, Sophie Hæstorp Andersen, Eva Fog and Christiane Vejlø.   I’m really proud to contribute to this amazing issue, […]

Read More

Hummel’s Digital Transformation Toward Omnichannel Retailing

Hummel's transformation from B2B to B2C

Sia Siew Kien and I have published our research on hummel’s transformation from being a traditional B2B supplier for 90 years to now also including B2C marketing and retail.   The paper addresses the issue of how the Internet, mobile devices and social media have revolutionized the retail customer experience, enabling customers to research and shop […]

Read More

Toward a Digital Strategy for Omnichannel Retailing

Dr Rina Hansen at CBS

On Tuesday the 2nd of June 2015 I was awarded a PhD for my thesis Toward a Digital Strategy for Omnichannel Retailing. Yeah! It was a beautiful and festive end to 3 years of research at Copenhagen Business School and at hummel. The transition from multichannel to omnichannel retailing implies a fundamental shift in the […]

Read More

Visual Media in Omnichannel

Omnichannel screens

A while ago I did a very insightful “round the table” session with the great people from Meet the Boos on “enhancing the instore experience”. The session featured Anne Sinclair, Strategy Director at Aurora Fashions (Karen Millen, Warehouse, Oasis, Coast), Michel Kock, Ecommerce Director at Maplin, Thierry Fraisse, Head of Social Media and Instore Experience […]

Read More

Omnichannel is the Future of Retail

Ecommerce is not eating retail

One of the best recent articles on omnichannel is “E-Commerce Is Not Eating Retail” from HBR. As I have studied and worked with multichannel retail and marketing since 2002 and am about to submit a PhD Thesis about omnichannel, I’m naturally really excited to read well-written pieces like this. Here it is in full length:   […]

Read More

Omnichannel: Key Lessons Learned at Hummel


  Hummel’s Digital Transformation towards Omnichannel Commerce: Key Lessons Learnt Abstract: As the phenomenal growth of mobile and social media continues, many organizations are realizing the need to be present online to reach out to the digitally savvy customers. Amidst such chaotic efforts, an organization’s ability to deliver a seamless customer experience across the various […]

Read More

Hosting a Fashion seminar with the Mayor of Aarhus

Rina Hansen Headstart Fashion 1

On the 8th of November 2013 hummel hosted a Headstart fashion seminar on Digital Internationalization. – so how you can conquer international markets via ecommerce and digital marketing. The event was beautifully opened with an introduction to Headstart Fashion and the seminar by the Mayor of Aarhus, Jacob Bundsgaard. Then Søren Schriver, the CEO of […]

Read More

Virtual Showroom


This is the start of my Virtual Showroom at hummel: – 4 info screens to keep track of B2B and B2C visits and sales, apps, Facebook, newsletter subscribers, social media mentions, google real time analytics, etc – 1 virtual wall with RFID reader (so the screen plays the product which you hold in front of […]

Read More