Elko Iceland: Transforming the Customer Experience with Retail Security Solutions

Elko is Iceland’s leading consumer electronics retailer, known for offering a wide range of trusted products, knowledgeable staff, and a customer-first approach. With locations across the country—including Reykjavík, Akureyri, and two stores at Keflavík International Airport—Elko has become the go-to destination for both everyday tech needs and the latest gadgets. When the team set out to renovate their flagship store, the goal was clear: create an updated retail environment where customers could explore products freely, while maintaining strong, discreet retail store security systems.

The Challenge: Aligning Store Design with Smarter Retail Security

Elko’s team had a clear vision: modernize the store layout, showcase more merchandise, and give customers better access to products. However, an open store design created new challenges around security. Their previous retail security solutions were outdated, causing false alarms and disrupting the customer experience. Traditional locking methods no longer fit the store’s evolving direction. Elko needed modern, discreet anti-theft solutions for retail that would secure high-value items without hindering the shopping experience.

“We wanted to give our customers a better experience, to allow them to engage with the products in a more hands-on way,” said Dagbjört Vestmann, Head of Operations at Elko. “At the same time, we knew that we needed retail security solutions that could keep up with the store’s new dynamic and layout.”

The Solution: A Close Collaboration with Aspire and Alastair Kent

Elko partnered with Aspire ehf—InVue’s official partner in Iceland—led by retail security expert Alastair Kent. Aspire works exclusively with global partners to deliver retail security solutions and exceptional customer service. Their approach made them a perfect fit for Elko’s needs.

“Working with Alastair and Aspire was a fantastic experience,” said Dagbjört. “They really understood our vision and the challenges we faced. Alastair was with us every step of the way, offering insights and solutions that helped us streamline our retail security while maintaining the flow of the store.”

Their approach was collaborative from day one. Elko and Aspire worked closely together to integrate InVue’s smart retail security systems into the new store design. This included OnePOD, a cutting-edge anti-theft solution used by some of the world’s largest tech retailers to secure smartphones, tablets, and smartwatches—while still allowing customers to interact with the products. They also deployed Zips, a bespoke solution designed to protect a wide range of consumer electronics, from laptops to wearables, without disrupting the shopping experience.

Dagbjört’s leadership helped turn the vision into reality. Following the installation, she created a new role within Elko—Store Security Operations Manager—to ensure consistency across all locations and manage daily collaboration with Aspire. This role helped standardize Elko’s approach to in-store security and gave them a competitive advantage with a smart, forward-thinking approach.

“Elko is known across Iceland for providing excellent service and high-quality products, and this renovation has set a new benchmark,” said Alastair. “Dagbjört has approached this project with precision and real forward-thinking. It’s a great example of what’s possible when a retailer and a partner align their goals.”

Making an Immediate Impact: Enhanced Security and Customer Experience

Once the renovation wrapped up, feedback from both customers and employees confirmed the store’s transformation. Product visibility improved. The shopping experience became more fluid, as customers could interact with products without concerns about security. The new retail theft prevention devices seamlessly integrated with the store layout, making it easier for staff to monitor while ensuring a secure environment for high-value electronics. And importantly, security was no longer something that slowed down sales—it actually supported them.

“Elko’s flagship store now feels like the future of retail,” said Dagbjört. “The combination of modern displays and top-tier security has transformed the way we do business. It’s about creating a seamless experience for everyone, from customers to employees.”

Employees from other Elko locations were quick to take notice. “They’ve already started asking when they’ll be able to get the same solutions we have here,” she added. “That’s how we know we’ve done something right.”

Expanding Success Across Iceland and Beyond

The success of the flagship store installation has already led to new projects across Elko’s network. InVue retail theft solutions are now live in every Elko store, including OnePODs in three locations, full InVue deployments at Keflavík airport’s arrivals store, and a recent smartphone security installation at the departures store.

Elko’s partnership with Aspire and InVue continues to grow, and the team remains committed to evolving its in-store experience while maintaining top-tier security.

“We’re excited to keep expanding these solutions with Aspire,” said Dagbjört. “This has been a true partnership—one built on shared goals and continuous improvement. The results speak for themselves.”

If you’d like to learn more about the retail security solutions Elko Iceland adopted, contact InVue today.