Swisslos is a national lottery game provider from Switzerland since 1937. The games include lotteries, sports bets, and instant tickets in the entire territory of German and Italian-speaking Switzerland and Liechtenstein. The company transfers its entire net profit to support public causes.
Swisslos also offers Bingo – a new type of online entertainment product on their site. The unique feature of this product is that users can play live with and against each other. The chat enables social exchange. There’s also a guarantee for a winner in every draw.
Now the challenge was to get the Swisslos’s existing customers, who have never or hardly ever played bingo to get interested in the game and get them to try it out themselves. At the same time, the company also aims to make an enticing and inspiring promotion so visitors will be motivated enough to explore the other products on the site.
The Bingo Ghost
The campaign was launched just for Halloween, so it has a ghost that steals a bingo ball and hides it within the whole site. The web visitor should find the ghost by going through the different pages of the Swisslos website. When the ghost is found and clicked, the visitor receives a small deposit to play Bingo a maximum of five times.
Hypothesis: The promotion will increase the bingo customer base. The hiding ghost should increase the interaction with the website, especially the bingo platform. This means more bingo players, more sales, higher click-through rates, and increased length of stay.
“With a 24% increase in sales, I’m grateful to work with Frosmo personalization professionals who understood the importance of customer experience in delivering the cross-selling targets in iGaming,” said Sophia Michaelis, Product Manager at Swisslos.
The results are significant. Before the promotion month in November 2020, the sales increased by 24%, and active players by 45% compared to the daily average in 2020. After the promotion, in the evaluation period of one month, the sales were still up by 17% and active players were up by 21%.
Ready to double the number of players on your iGaming site?
Sports and casino operator Rivalo wanted to bring agility to their business so they can serve their customers better and drive stronger business impact to their products, sports, and casino.
They needed a data-driven approach that will make the best use of their pages and boost engagement with an easy-to-discover and personalized content based on different player profiles. With a good track record of helping successful iGaming operators, the Frosmo personalization software was up for the challenge.
The most important business KPIs for Rivalo were set for personalization: increase cross-selling from the sports menu to the casino, and good numbers that indicate better customer engagement with the casino content.
Frosmo also aims to increase both speed and flexibility for the marketing team to operate and make changes to the website content.
The business impact of personalization
The great thing about personalization is that you can see the impact immediately. Rivalo has been impressed with the significant results that were quickly generated.
“We’re very happy with increased CTR and sales in our casino products delivered by product cross-sell recommendations. We also feel great to be able to cater to the needs of our customers better with a more data-driven approach and personalized content.”
Stefan Kaindlestorfer, Managing Director, Rivalo
Based on Google Analytics data, the transition from sports lobby to the casino is over 27% higher among visitors who are impacted with the Frosmo recommendation content in the sports lobby.
Moreover, visitors who see the recommended content play 28% more casino games than visitors who see the original content.
The first priority was to establish a natural connection between the sports menu and casino to increase cross-sell and to drive engagement in the casino games.
Different platforms for casinos and sports bring challenges to iGaming operators as they typically don’t share customer data and insights. With Frosmo personalization, the behavioral data can be easily shared between the two platforms in the front-end to show highly targeted content tailored to players’ preferences. The process creates opportunities to cross-sell between the platforms, like displaying casino games and content that the player is most likely interested in, and in the most relevant areas when the visitor is most likely to engage.
The approach provides a connection between the two main products, which will increase engagement and conversions. The best practice in providing the cross-sell promotions of casino games is to use collaborative filtering combined with player segmentation.
On Rivalo’s website, casino game recommendations were placed in various places in the sports menus and targeted certain segments of the players. Recommendations game carousel was implemented showing collaboratively filtered content recommendations, such as relevant recommended games that are played most frequently by similar players.
Dynamic personalized promotional banners
With dynamic and personalized promotional banners in the casino lobby, the goal was to make banners more engaging and relevant for the target segments to increase customer click-through rates (CTR) to promotions.
Rivalo’s marketing team was able to use Frosmo’s templates for deploying the banners which meant increased control and agility to do the changes quickly and efficiently.
“One of the goals was to make personalization as easy to use as possible. Frosmo’s easy-to-use personalization templates gave the marketing team content control, speed, and agility to meet the changing needs of our customers in a smart way,“ says Bárbara Piedra, Marketing at Rivalo.
Casino game recommendations
AI-powered recommendations ensure that you’re harnessing all of the data available on every touchpoint of your service. You can leverage this data to start predicting what slot or game your player would like to see next. This continuous combination of learning from a player’s product interest, their profiles, and the context of their visit, means that you can offer highly targeted, relevant, and engaging content.
The key goal of creating personalized game recommendations is to increase the number of games opened and played, which ultimately drives deposits.
Collaboratively filtered content recommendations were used to the game listing with machine learning to understand what the player would like to play next based on similar customer profiles.
For the iGaming business to thrive, the customer experience needs to be personalized. Ultimately, it’s about understanding your players’ needs and personalizing the customer experience while reminding them of the thrill of finding new games to play. The aim of personalization is to offer content or guidance that is relevant to a player’s situation and individual needs. The relevancy drives the likelihood of conversion rates and transaction value.
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.
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.
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.
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?
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.
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.
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.
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.
Basket pop-ups are being developed to include physical store data for recommendations used to raise the level of relevancy and effective cross-selling.
“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.
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
“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.
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.
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.
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.
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:
Recommending products that are most viewed or purchased by a visitor segment or the most viewed or purchased items in a product category
Last week’s or last month’s popular and trending items, or newly added products
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.
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.
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”, saysDes 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.
AI-powered multi-armed bandit for data-driven decisions
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.
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.