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The University of Helsinki ensures better customer experiences through AI-driven personalization

The University of Helsinki is Finland’s largest and oldest academic institution. Since 1640, it has contributed to the establishment of a fair and equal society that is considered the best in the world according to a number of indicators. The figures are impressive: 40,000 students and employees; 50,000 web pages; and 3M monthly page loads. 

In the international Webometrics ranking for online visibility, the university placed among the top 10 universities in Europe and the top 60 universities in the world. It’s great evidence of the data-driven approach and level of high ambition in creating exceptional customer experience across all their online services. 

Their website helsinki.fi provides information on nearly 100 degree-programs as well as doctoral education and lifelong learning opportunities. The website offers content for many other groups also; international academia, researchers, alumni, university funders, business, and political decision-makers, journalists, and citizens who are interested in science. The pages offer research information, latest news, and cooperation opportunities for all friends of research and science.

The university website is run much like a big media house with tens of different interest groups and thousands of articles. The online communications team at the University understood that a static website that looks the same for everybody is not the modern way of serving different interest groups. They believe that website personalization is the way forward to create better customer experiences. 

Frosmo’s personalization software was chosen to replace the competitor technology during fall 2019. The university uses Frosmo personalization software to create customer journeys with personalized hero banners, A/B testing, and recommendations that use NLP (Natural Language Processing).  

Clear KPIs are set for personalization, increased click-through rate (CTR), better customer experience with better website usability, and personalized content as well as better content discoverability. A/B testing enables data-driven decision-making and it’s been part of the university’s way of doing for many years.

“We see website personalization as the way to provide the best possible web experience to all of the University of Helsinki target audiences. It also strengthens our efforts for true data-driven service development.”

Anni Aarinen
, Head of Development, Digital Content, University of Helsinki

 

AI-driven NLP for better content discoverability and great customer experiences

One of the most important functions of the university is to produce reliable information for the whole society and the news and articles have a wide audience among “regular” citizens. The core of good customer experience is great content discoverability. AI-driven NLP is the best option to cater to the needs of many target groups by recommending articles according to the interests of the reader.

NLP at Helsinki University website

The Frosmo NLP algorithm gathers insights from all the articles of the university by analyzing the text, titles, lead paragraph, and scoring the articles for similarity, and then ranks them in order of relevance.

Recommendations at Helsinki University website
Recommendations at Helsinki University website

The CTR is an important metric to indicate the relevancy of the articles that NLP recommends and how many clicks the recommended articles get. The results have been great and more than 25% of the users who have seen article recommendations have clicked them.

Semantic relationships of words are handled by Fasttext incorporated with Frosmo’s algorithms to give the best articles similarity.

 

Data-driven website management through A/B testing

The usability and whole customer experience on a website this big are really important. It’s next to impossible to make good decisions without testing and adopting the best performing versions. A/B testing is widely used in testing new web designs, the order of content listings, different titles, and texts.

It’s fascinating to test larger implications of the new designs on the website, for example, to test whether the size of a picture has an effect on the scroll depth. Frosmo A/B testing is able to give us more in-depth data on web behavior than we would get from Google Analytics. Testing is part of our core and will definitely play a big part in gathering data for our new website design project.

Anni Aarinen, Head of Development, Digital Content, University of Helsinki

 

Interested in website personalization and how to drive data-driven culture?
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Power delivers effective product recommendations in different phases of the customer journey

Power International AS is the leading electronics retailer in the Nordics since 2015. Their strategy of relying heavily on the omnichannel business has always been successful with a considerable market position and a turnover of 1.1B Eur. 

For a retailer like Power with 20,000 different items to sell, it’s crucial to have personalized and relevant product recommendations for every step in the customer journey. 

Creating an optimal customer journey with so many products is not an easy job. Customer journeys are far from linear but rather a maze of repeated visits, a variety of consumed content, and other actions. The final conversion is seldom gotten during the first website visit. Every customer comes from different circumstances and has different ways to discover products and make purchase decisions.  

All these mean that the whole customer journey needs to be personalized, not just the page where we think the conversion will happen. For example, it doesn’t make sense to show a static front page for the visitor who has previously engaged with the website and is likely to complete the purchase. With this complexity, Power wanted to have the best personalization software in the market. 

The Frosmo personalization software brings product recommendations to a whole new level by using different data points about the customer to select the perfect AI-based recommendation strategies to support the customer journey in the best possible way. These data points include the customer’s location on the site, the phase in the customer journey, segment information based on historical behavior, and customer affinity. Taking the whole customer journey into account makes Frosmo the most versatile personalization software in the market.

The cooperation with Frosmo and Power started when Frosmo got a chance to prove our product recommendation capabilities against a leading competitor, increasing the overall conversion which is their most important KPI to follow.

To support the whole customer journey, we implemented Frosmo’s AI-driven product recommendations strategies for the following pages in their online store: frontpage, category page, product detail page, add to cart pop-up, and search page results.

 

Great results in conversion rates and average order value

With product recommendation strategies implemented on the pages, the results have been proven strong and effective. Purchase conversion rates have gone up by 170% compared to the group who didn’t see recommendations. The average order value got up by 41% compared to the group who didn’t see the recommendations.

“We’re very satisfied with the increase in conversions and average order values that Frosmo brings us with AI-driven product recommendations. The overall experience of implementing the recommendation strategies and the cooperation with Frosmo has been straightforward and was surprisingly deployed as a turnkey project. I would highly recommend using Frosmo against other competitive solutions.”

Jarkko Lehtismäki, CTO, Power International AS

 

Different recommendations strategies for friction-free customer journey orchestration

Personalized and AI-driven product recommendations aim to perfect the customer experience by helping the visitors go through the customer journey as friction-free as possible. Here are the strategies implemented for different Power sites.

  1. The first strategy is to advance the customer journey towards better product discovery and conversion on the front page. Recommendations show the most popular products at the moment, based on most converted and most-visited products by all users. The second set of recommendations shows recently viewed products by the customer.
    Power recommendations- popular products
    Power recommendations- popular products

     

    Power recommendations- recently viewed products
    Power recommendations- recently viewed products

     

  2. In the category pages, the aim is to find the most relevant product to purchase. Two strategies were implemented to make the product discoverability easier. The first set of category page recommendations shows the trending products based on highly-converted and most popular products. To enforce product relevancy and increase average order value, behavioral data is also used to show recommendations based on particular user interests in a specific category and combine it with products viewed or bought together.
    Power recommendations- trending products
    Power recommendations- trending products

     

  3. The product page is all about making sure the conversion happens and that the average order value increases. Traditionally, customers put a lot of effort to choose the product that best suits their needs. To make the choice easier, Frosmo creates recommendation strategies based on relevant products viewed or bought by others and uses historical data of the visitor to recommend other related products.

    Power recommendation strategies based on relevant related products viewed
    Power recommendation strategies based on relevant related products viewed

     

  4. Basket pop-ups are being developed to include physical store data for recommendations used to raise the level of relevancy and effective cross-selling.
    Power basket pop-up recommendations
    Power basket pop-up recommendations

     

“We’ve skimmed the surface of Frosmo and have seen a great potential for our business in the near future. Some of the most interesting future aspirations include increasing AOV by tweaking the AI-recommendation strategies and gaining higher organic traffic by combining recommendations with content-crunching NLP”,  Jarkko Lehtismäki concludes.

Interested? Get started now!

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The city of Helsinki – towards better digital user experiences

Paradigmatic change is ongoing in how digital user experiences are developed. The change is mainly driven by dynamic and growing user expectations that demand individual digital experiences, and fast and easy services with intuitive user interfaces. The timespan that people are willing to waste with poor digital user experience is getting all the time lower.

Big cities, like the Finnish capital Helsinki, is no exception. They need to interact with society and serve their citizens digitally. The challenges that cities usually face are the complex organizational structures in silos, many different APIs combined with little resources, and a vast variety of services they offer to serve all citizens. The whole digital user journey is often overlooked because of these complexities.  

For citizens, it’s important that the user experience is seamless, regardless of the different administrative boundaries. The usability should be great and all the information is easy to find according to the interests of the visitors. 

It has now become imperative to have actionable and highly utilized data to create relevant, personalized user experiences. Luckily, new personalization technologies enable and fuel the speed of digital changes.  

The goal for Mikko Rusama, CDO from the city of Helsinki, is to make the city of Helsinki the most functional city in the world utilizing opportunities enabled by digitalization. The journey with Frosmo started in fall 2019 with My personalized hel.fi digital service. 

“Helsinki aims to be the city in the world that makes the best use of digitalization. It’s been a pleasure to work with Frosmo. Their knowledge and technical expertise of personalized user journeys have helped us to get closer to our goal.”
Mika Lappalainen,  Editor-In-Chief, The city of Helsinki


My personalized hel.fi

My personalized hel.fi is a digital service where a visitor is able to search for local events, information, and news that are close to them. 

Frosmo’s solution combines different data points by utilizing different APIs and combining information that would normally be scattered in different parts of their website. By using the geolocation data, the service can recommend events and news that are happening in close proximity (up to 1 km) of the searcher. The service also allows the user to search by writing the address if the events of some other location are more interesting.  

The results are shown on the map as well as on the list. 

Goals for the solution: 

  • Make sure that the content is easier to find and more easily accessible
  • Better usability of the website
  • More personalized user experience 
  • Better engagement with different services 

 

The city of Helsinki- towards better digital user experiences

 

“We have validated the Frosmo personalization software and it has proven to be reliable as it satisfies the rigid requirements of the City of Helsinki technology.”
Kalle Mikkolainen, Service Manager, IT Department.


Frosmo works as a headless front-end technology that enables an easy way to combine multiple APIs, data points, and segmentation for one seamless user experience. It doesn’t require any changes to the back end making it easy to use by non-technical employees. 
Read more about how we help cities and government agencies give easier access to the information that people need. Reach out, we’re happy to help.

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Personalization brings outstanding customer experiences in all touchpoints

Website personalization is a great way for travel providers to turn the data from customers into a great customer journey that will eventually increase conversions, improve ancillary revenue, and drive customer loyalty. The goal behind website personalization in travel is to help customers find what they need in planning the holiday of their lives. They expect a customized itinerary and other tips and tricks on what to do and what to explore while in the chosen travel destination.

Ruka ski resort is one of the leading ski resorts in Finland and the market leader in the ski travel industry with nearly 20% share of ski pass sales. 


For Ruka ski resort, personalization also starts with segmenting visitors: customers who show interest in going to Ruka and travelers who are already in the location. There are two seasons in Ruka, winter, and summer, that attract very different types of visitors. The customer data is then used to show personalized content to push events, ancillaries such as ski lift tickets, and different accommodation options. 

“We’re excited about all the possibilities that personalization brings to us to make the customer experience in all touchpoints of the travel customer journey outstanding — it brings happy customers but also great business results,” Jenni Ihatsu Director, Marketing & E-commerce, Rukakeskus Oy/Pyhätynturi Oy.

The travelers’ interests and needs may also vary based on where they depart. Segments based on geolocation are important to give the right kind of information from different kinds of travel options. The interest is also different in certain scenarios, for example, when the customer is already in the location or when he is still on his way. Mobile users who are already in Ruka receive special content exclusive for travelers such as current events, slope opening times, and snow situations.  

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Rajala delivers fast, easy, and relevant personalized experiences with Frosmo

Rajala is a privately owned photo specialist chain founded over 100 years ago. With online and physical stores in Finland and Sweden, they sell photo equipment and accessories. Rajala’s product selection and customer base have grown steadily, enabling the company to expand its operations.

Juhani Toppari, a photo enthusiast and a former photographer, found his calling in the real camera heaven, Rajala, the biggest camera retailer in Finland. He has been working at Rajala for 20 years now, at the same time they opened the online store called Rajala Pro Shop. Currently, he works as the marketing director and the ecommerce manager.

 

Why personalization is important for ecommerce businesses

Being in the business for over 100 years, Rajala has pretty good knowledge of what customers want, how to serve them, and how to make them happy. The camera industry has changed significantly since smartphones came, influenced by the availability of superior camera functions on these handy gadgets. Small digital cameras lost their charm and the business has shifted towards the high-end cameras for real photo enthusiasts.

The purchasing process of cameras is never linear. The planning phase for a new camera lasts about three months on average. Camera buyers will return to the website as many times as possible to see the latest offers and check out the best deals. They also visit the physical stores to have a look and feel of the cameras they plan to purchase. Lastly, they read reviews online on different forums and other websites before making their final decision.

Great omnichannel customer experience across different channels is very important and Rajala feels strongly that the level of the customer service has to be the same both in online and offline stores. They believe that creating more relevant experiences not only reduces the manual merchandising efforts but also increases conversions and the relevance of the customers’ shopping experiences. With personalization, Rajala has been able to grow their conversions by 38%.  In this article, we explain how this was achieved.

 

Why Frosmo

Rajala has acknowledged from a long time ago that product recommendations are really valuable for online businesses, with their previous experiences with other companies. After several rounds of reviews from different solutions, Rajala decided Frosmo can cater to their needs more effectively through its AI-driven recommendation engine and personalization capabilities.

Offering irrelevant recommendations was Rajala’s prominent pain point. To tackle this challenge, Rajala wanted a robust personalization strategy that’s easy to start, fast to implement, and would help them remain relevant to their diverse customers. With Rajala’s wide product assortment, Frosmo ensures that relevant products and content are recommended to each website visitor.

Frosmo combines AI and machine learning with creative human input. As Juhani puts it, “There isn’t an algorithm yet that would know customer behavior the same way we do. We appreciate the automation that AI provides, but also want to tweak it ourselves to give the human touch and execute business plans in with best practice.”

Rajala is happy with Frosmo for getting the help they need as fast as possible. Juhani also appreciates the fact that Frosmo does not slow the website, has great A/B testing and recommendations capabilities backed up with exceptionally good customer service. What else could an online retailer ask for? 

 

Proper segmentation is key to smart product recommendations

With different buyer groups, customer segmentation according to interests and behavior is a crucial step for planning the customer journey to deliver personalized customer experiences.  

At Rajala, there are 30 different segments. Among the popular ones are:

  • Segments related to products
  • Different levels of segments based on brands
  • Segments identifying people engaging with different marketing campaigns.

Recommending the right product at the right time of the buyer journey is key to a successful ecommerce business. Rajala has a lot of different products and brands so personalized recommendations make it easier for customers to navigate throughout the different product pages and make the experience much smoother.

Rajala canon recommendations

 

Ecommerce businesses find it challenging for buyers to add more items in the shopping cart as they usually would in physical stores. In physical stores, buyers rely heavily on the recommendations and feedback from competent salesmen. In online stores, Rajala replicates this customer experience through AI-driven personalized recommendations. They use automated product recommendations and banners to promote campaigns. Through smart recommendations, potential online buyers can see the products and accessories that would benefit them the most according to their profiles. 

There are customers who are interested in cheaper camera models hence showing expensive accessories during checkout can only distract their final purchase decision. It’s all about knowing the situation your buyers are in and their motives to get the purchase done as smoothly as possible. 

Here are some of Rajals’s recommendations strategies:

  1. Recommending products that are most viewed or purchased by a visitor segment or the most viewed or purchased items in a product category
  2. Last week’s or last month’s popular and trending items, or newly added products
  3. Products related to recent purchases 


It’s very important to show the right accessories to the returning customers, who have, for example, bought a camera already. Exceptional customer service extends to recommending accessories that the buyer would benefit the most. Personalized recommendations on the front page make the revisiting buyer feel more welcomed thus leading to a smoother buying process.

 

KPIs and benefits of personalization

KPI’s = Grow the average order values, increase revenues, and enhance loyalty

Effective personalization and smart recommendations are strategies to achieve the goals of an ecommerce business. The whole front page of Rajala is personalized by Frosmo. It shows the generic page for the first-time visitors but customized according to interests and behavior for returning visitors.

“We see personalization as the only way to reach ecommerce KPIs. Personalization makes the navigation easier for the visitor to find what they are looking for as friction-free as possible”, Juhani says. “Recommendations help the buyer to select the best products and accessories and have a direct link to the bigger average order value. Customers are satisfied with the bundles they buy and keep coming back for more accessories”, he adds.

 

Testing for better customer experience

With A/B testing, Rajala makes sure that the customer experience reflects customer expectations. At the same time, it gives the marketing team the information they need for data-driven decisions.

Rajala recently tested a feature by Frosmo where visitors can easily see the accessories associated with the product. They have not only the option to add them in the cart but they can also see the amount automatically calculated as they hover over the ‘add to cart’ option. This feature makes it easy for potential customers to make purchase decisions for the products they need.

Rajala is also experimenting with the place of product filtering. Juhani notes, “We have a gut feeling of what would be the best place for the product filtering bar but we let the data guide us to the right placement so it’s a data-driven decision and not just a hunch. The Frosmo Platform makes it easier for us to do testing and implement these changes directly on the website”.

 

Personalization takes time and resources

Frosmo recommendations can start showing good results immediately, but it shouldn’t just end there. To really get the best out of the personalization software, you need to allocate time and resources to effectively plan the strategies and constantly test and optimize the customer experiences. 

Frosmo has helped Rajala in building new strategies and ideas on how to finetune the personalization, ie. creating different segments to serve their different buyers better. 

Download the case study.

Rajala case study

 

 

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A-lehdet serves superior customer experiences for five communities with one tech stack

Frosmo contributes to A-lehdet's growth

A-lehdet shows media companies the way to customers’ hearts with a technical solution flexible enough to meet the ever-changing demands and desires of its audience. Together with Frosmo, A-lehdet will seek to meet customers’ evolving expectations of how websites behave, how they interact with them, and how websites should serve their needs. To complement a modern stack that includes content infrastructure from Contentful, Frosmo provides A-lehdet with personalization capabilities to match and delight its diverse audiences.

Modernizing the content infrastructure

Most of the websites A-lehdet has are based around communities of interest, interior, travel, health, etc. These kinds of sites do not have the luxury to post daily hot news to attract people which makes attracting a fanbase much more challenging.

The diverse customer base comes with its own challenge: How do you serve content to different kinds of customers in the best possible way? The ones that want to belong to the community and are the fans ie. design and interior web sites and those that just try to find quick information, i.e. how to provide help to cure flu.

A-lehdet had more than a dozen websites with various technical solutions, which were turned into five need-based communities. The goal was set, make less but more powerful products with one unified tech solution – which was the main business reason why A-lehdet ended up having Contentful.

The first priority was to modernize the content infrastructure and Contentful was chosen to manage and store content in one hub. They wanted Contentful as a leading content infrastructure solution for seamless digital experiences as customers expect a consistent experience and high-quality content across all digital channels. Another goal was to separate the content to give freedom to change anything else around the content.

Working with Frosmo, Contentful, and React

The ambition for A-lehdet is to provide delightful personalized customer journeys to all website visitors and that is how Frosmo came into the picture during spring 2019. They were enthusiastic about Frosmo’s versatility to provide personalization, A/B testing, and recommendations in a single platform.

A-lehdet’s previous solution was considered to be black box where the rules were not controllable and the path towards the outcomes unclear. While solutions like this may provide great business outcomes, they don’t provide marketers with the opportunity to gather data and insights into why audiences convert better when offered certain recommendations.

With Frosmo, it’s possible to change and experiment with different kinds of variations. A-lehdet wants to control their websites through the Frosmo Control Panel and it is much better than controlling the front-end with the code or in Contentful. 

Frosmo complements the Contentful and React setup with smooth personalization, segmentation, and experimentation, as well as recommendation capabilities. One of the advantages of Frosmo is that you do not necessarily need a developer to make changes to a website. Product owners, journalists, and marketers can easily set the rules for personalization in the Frosmo Control Panel and bring the desired content from Contentful to the website. 

 

Read more about how Frosmo contributes to A-lehdet’s growth as a company.

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188BET collaborates with Frosmo to reduce churn and grow lifetime value through artificial intelligence

Machine Learning (ML) allows easy solving of complex questions for online gaming businesses, such as  ‘Is this player a potential VIP customer?’ The answers to these questions are derived from the vast amount of data that online services now produce. Mining the data to identify opportunities is then the key step to truly understand the future behavior of your customers.

Algorithm outputs based on the mined data are a great way to understand the needs of your customers in the gaming industry. This enables you to deliver the user experience needed to make the customers feel valued, hence increasing customer lifetime value.

We’re investing in machine learning to understand what our customers require in today’s busy gaming environment. Frosmo provides us with the architecture, expertise, and insight that allows us to focus on delivering the exact omnichannel experience our customers desire”, says Des de Silva, Head of Marketing at 188BET.

With Frosmo, 188BET can be sure that they are serving the right content to the right customer at the right time. There are multiple different products available, and with machine learning, Frosmo helps select the right one based on a deep understanding of the players’ preferences. One marketing trend highlighted this year is one-to-one personalization and 188BET is leading the way by being customer-centric.

The Frosmo Data Pipeline allows us to combine multiple data sources to identify real-time customer interests and serve the correct content at the right moment”, Des de Silva notes.

It’s always frustrating to lose a customer, more so if you don’t know why. By investing in ML with Frosmo, 188BET has managed to reduce its churn to the lowest continual level. Customers now find more products that interest them.

 

Read how Frosmo provides igaming companies with complete freedom to offer any type of personalised customer experience, regardless of their existing technology stack and resource.

Read more about how 188Bet reduced its churn to the lowest continual level through Frosmo

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Clas Ohlson gains great results with validated personalized customer journeys with SAP Hybris and Frosmo

  • Continuous and fast front-end development
  • Smart product recommendations
  • AI-powered multi-armed bandit for data-driven decisions

Clas Ohlson creating superior customer experiences with Frosmo

Clas Ohlson celebrated their 100th anniversary in 2018, which makes them one of the oldest online stores in Sweden. When it comes to online retailing, Clas Ohlson considers itself a startup despite being one of the strongest retail brands in the Nordics and their long history with brick and mortar stores.

It shouldn’t come as a surprise then that they’re heavily invested in figuring out the ideal online customer journeys on their way to create flexible and inspiring shopping experiences.

Continuous and fast development

To meet customer expectations, continuous development of the front end is needed. Clas Ohlson uses SAP Hybris, which was tailored to meet their business requirements eight years ago. Back then, the online store was built to show what products were on the stock and the focus was to get people to buy from the store after browsing the products online.

The ecommerce platform was also custom-made so it was inflexible with too many code dependencies to other systems. The front-end development started to lag and it could no longer match the modern online retail experiences that customers expected.

Clas Ohlson wanted to partner up with a company who could help them with the continuous development of the front end and offer a vast variety of features to create optimized and personalized customer journeys.  

“Fast time-to-market is essential in a fast-paced ecommerce business. With Frosmo, all the changes to the front end can be implemented around 30% faster,” says Deneb Pettersson, Online Operations Manager, Clas Ohlson.

Smart product recommendations

When many of your products are similar, it’s essential to help customers pick the right product for their needs. Frosmo helps you enrich the product data so that when a customer tells a bit more about their requirements, the store can recommend the right product or selection of products.

Recommendations bring value to the customers. On the front page of Clas Ohlson’s webshop, the Frosmo Platform is used to show the most viewed and most bought products. When buying a product, there are many different ways of recommending other products to accompany the initial item of interest. For example, if you buy a robot lawn mower, your recommendations will show the right add-ons for your lawn mower such as cables and tools to complement the product; extras such as a storage unit, accessories; and finally, what others have bought with the lawn mower.

With add-ons, upselling, and recommendations, Clas Ohlson sees an 8% increase in average order value and 27% increase in bought articles.

Experimenting is key

Sometimes, the most challenging part of running an ecommerce business is to get people to work together and agree to the changes in the front end. Thus, experimenting is the key to gather data that shows what should be developed next. And because there’s evidence that backs up the decision, it’ll be a direction that everyone can agree on.

Clas Ohlson uses AI-powered multi-armed bandit to optimize the most promising product recommendations in different markets.

Small changes might turn out to be big revenue generators. That’s the reason why testing is essential. Clas Ohlson grew conversions by 13%, session value by 14%, and visit durations by 16%,  just by adding a sticky bar with the search to the navigation.

Focusing on services

In the future, Deneb sees the company moving towards offering more services. Customers buy products to get something done and Clas Ohlson wants their customers to achieve what they set out to do, whether that’s installing a TV on the wall or connecting the lamp to the ceiling. Renting equipment is also an upcoming trend where people no longer want to own all the tools and equipment themselves but would rather rent them from a trustworthy place.

Details matter

To create winning user experiences, it’s the details that matter. Having a solution that enables experimentation with such details will prove to be invaluable. It’s the key to continuous development and the perfect way to turn a good SAP Hybris site into a great one.

Want to know how Frosmo can help you with your SAP Hybris website?

Watch the 21-min recorded presentation where Deneb Pettersson from Clas Ohlson talks about how to create superior experiences with SAP Hybris and the Frosmo Platform.

Read more about how multi-armed bandit optimization makes testing faster and smarter with machine learning.

Request a demo or contact sales directly.

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Reima is creating superior customer experiences with SAP Hybris and Frosmo

  • Increased conversions with product recommendations
  • Customized user experience
  • A/B testing for data-driven decisions

Reima is the global leading brand in functional kids’ wear. Its mission is to encourage children to discover the joy of movement that stays true to its business idea of providing a good quality, year-around, tip-to-toe wardrobe for active children, ages 0 to 12. Their products also include the Finnish baby box, a starter pack to parenthood that holds essentials from hygiene products to indoor and outdoor clothes for the baby’s first year.

Digitization is in the core of Reima’s strategy. The net sales via their own digital channels accounted for about 13% of total sales in 2017. Digital is not only about sales, but it also touches the whole value chain and allows Reima to build new business models to serve their customers even better. One example of digital innovation is ReimaGo, an activity tracker that adds a new dimension of joy to kids’ activities and lets parents see how much their kids are moving.

Today, 80% of net sales come from international markets, from over 70 countries across three continents.

Reima ecommerce in short:

  • 8 different stores, 7 languages.
  • Shipping to approximately 40 countries.
  • An international team, but operates mostly in Helsinki.
  • Delivery of 285 000 items annually with 110 000 transactions.
  • Different marketplace platforms that have been integrated to Reima’s systems.

Reima thinks of ecommerce holistically. The core is an omnichannel experience where the customer service has to exceed the customer expectations and the design drivers easy, intuitive, relevant, and fun need to be recognized throughout the digital journey.

We have to be relevant and need-based”, says Kristina Lagerroos, Development Manager at Reima. “Weather is a big sales driver. Snowfall always takes parents by surprise and they hurry to update their kids’ winter gear at the same time”, she adds.

Reima wanted an independent and secure ecommerce platform that offers a vast variety of features and capabilities so they chose SAP Hybris in 2011. Since then, customer expectations have changed drastically and the need for more personalized buyer journeys and product recommendations have become a core of superior digital user experiences. That is where Frosmo comes in.

Better conversion with product recommendations and delivery calculator

With the Frosmo Platform, Reima is boosting sales by providing their customers with more personalized product recommendations to find the most suitable items each customer’s individual needs. The recommendations include the following elements:

  • Product recommendations
    • Most bought
    • Most viewed
  • Highlighted product elements
  • ReimaGO recommendations in the checkout
  • Tags on category pages

The delivery calculator has helped Reima boost sales at check-out by reminding customers how much more they need to buy to take advantage of free shipping.  

Data-driven decisions

With customers’ expectations increasing, Reima wants them to experience positive surprises when shopping online. For example, Frosmo is helping Reima to explain the uniqueness of the clothes by highlighting hero products and bringing extra stories to support faster decision-making.

This involves continuous smaller improvements to the site and thus A/B testing has increased its importance. Continuous analysis of the test results running on Reima’s sites has been crucial to making data-driven decisions. Frosmo plays an important role as it offers the testing capabilities and allows fast time-to-market for visitors to see continuous new elements on the site.

Automating traditional A/B tests and switching to multi-armed bandit for optimizing tests will be the next milestone.

“Frosmo enables us to create winning user experiences by providing a recommendations engine that brings value to our customers. They help us to understand our customers’ preferences better and make data-driven decisions”,  Kristina Lagerroos concludes.

What does the future hold for ecommerce?

Reima wants to be the forerunner of creating superior customer experiences and to continue offering features and services that people would not expect from them.  These would include functionalities to help customers choose the best possible product for their particular needs.

Openness is one big trend in the future. Open and honest communication during the product life-cycle is essential. Gamification will play an important role in future product development where Reima wants to involve customers and build communities around its products and brand.

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The journey from web visitor to loyal retail customer – Case Kauppahalli24.fi

  • Fast and easy front-end development
  • Customized user experience
  • Making pages responsive in all browsers and devices

Kauppahalli24 is an independent online grocery store in Finland. The food industry is highly competitive and dominated by giant food chains. To stand out from the competition the customer experience has to be exceptionally good.

And that’s what Kauppahalli24 is all about. Their ICT Director, Janne Timmerbacka, elaborates that “the best customer service isn’t based on profiling customer sets any longer. Every single customer is different with their needs and preferences. In an online grocery store, great customer experience is made from knowing the customer so well that you are able to delight the customer by recommending products of their interest.

“It’s also important to know where the customer is in their buying journey and offer them help and advice accordingly.  We want our customers to feel that when they shop with us we bring something new and delightful to their everyday lives,“ Janne Timmerbacka continues.

Challenges with Magento 2

All this is easier said than done. Running an online grocery store is a complex business. Kauppahalli24 uses Magento 2 as their ecommerce platform, which is somewhat inflexible for this kind of fast transactional trade.

Companies need help to deliver highly personalized shopping experiences, making pages responsive in all browsers and devices and for continuous front-end development.

Fast and easy front-end development with Frosmo

With the Frosmo Platform, Kauppahalli24 has been able to overcome these challenges of inflexibility. With the data that the Frosmo Platform collects from visitors, Kauppahalli24 has been able to continuously develop their user experiences leading to promising results of customer loyalty and retention.

With Frosmo, you can bypass standard development processes regardless of how complex the new functionalities are and deploy them at the pace required for immediate success. It enables lightning-fast development and makes adding features such as personalization a walk in the park. Also, Kauppahalli24 appreciates that front-end development with the Frosmo Platform allows their development cycles to be fast and easy.

Advantages of the Frosmo Platform for Magento 2 users:

  • Make it fast and easy for front-end developers to turn an idea into a final product.
  • Easily turn your website into something that’s scalable and responsive for all browsers and devices.
  • Personalization capabilities. Every visitor is different and with the Frosmo Platform, every single visitor gets a personalized shopping experience.
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