Skoringen lifts sales by 31% with new loyalty concept

Skoringen, the Nordics’ leading footwear retailer, wanted to strengthen loyalty and commercial performance within the children’s category – a strategically important segment with high lifetime value, but declining momentum. 

Together with IMPACT, Skoringen built a data-driven loyalty concept with automated lifecycle journeys and personalised vouchers – helping turn the category’s performance around.

Skoringen’s existing setup was a traditional newsletter model, with no structured voucher logic, no lifecycle journeys, and limited ability to engage families based on relevance or timing. Communication existed, but it wasn’t connected to customer context or real-life needs. 

Skoringen needed a new approach: 

• One that could activate first-party data
• Support automated, personalised voucher journeys
• And be built in a way that was scalable, stable, and ready for future roadmap initiatives

Because at Skoringen, shoes aren’t just products. They’re companions for first steps, playground sprints, and muddy adventures.

This insight became the foundation for rethinking Klub Skoringen – not as a traditional points programme, but as a data-driven loyalty ecosystem designed around children’s life stages.

Together with Skoringen, we designed and delivered a new children’s loyalty and voucher setup as part of Klub Skoringen – built around the milestones that matter most to families.

The concept delivers personalised vouchers and communications tied to where families are in their child’s journey, with birthdays and age-based moments as high-impact touchpoints.

From day one, the concept hit the ground running – with new members generating around 200 vouchers daily. And it translated directly into commercial impact: 31% growth in digital children’s shoe sales, 7% total growth across the chain, and lifecycle emails that families actually open, with open rates of 55%.

Behind the scenes, the project required close alignment across backend, frontend, design, and third-party vendors. To manage this complexity, we anchored the work in a clear scoping and execution framework.

We started with high-level scoping using a dedicated Product Requirements template in Confluence, capturing goals, KPIs, scope, and constraints in a single page per epic. This allowed scope to move directly into JIRA within seconds – without losing context.

From there, the work followed a structured roadmap:

• Detailed user stories with acceptance criteria, assumptions, and explicit exclusions 
• Early and close involvement of QA during refinement 
• Design development based on the existing newsletter sign-up, improved for conversion 
• Parallel implementation of the project baseline and the new sign-up experience 
• Agile delivery with feature prioritisation every two weeks, aligned with Skoringen 
• Full QA testing before UAT and close end-to-end testing with the client before and after launch 

Throughout the project, we ran two weekly stand-ups and maintained continuous transparency on financials, change requests, milestones, and progress. 

The result was a smooth launch and an MVP delivered on time, within scope, and below budget, even with selected change requests included. 

Built to grow – just like the families who use it 

The children’s concept was one of Skoringen’s key initiatives in 2025 and a central part of the broader technical roadmap. 

With the foundation now in place, Skoringen has a loyalty setup that is stable, scalable, and ready to evolve – supporting continued growth, deeper engagement, and future personalisation initiatives as the roadmap unfolds.