Turning abandoned searches into conversions

15%

uplift in open rates

112%

uplift in click-through rates

Søstrene Grene has always been on a mission to create experiences like no other. Every visit, whether in-store or online, is designed to feel personal and thoughtfully curated. But when customers searched for products on their website and left without purchasing, a crucial touchpoint was missing.

To bridge this gap, we introduced AI-powered abandoned search emails, turning lost searches into meaningful, personalised interactions. The results were immediate: a 15% uplift in open rates and a 112% uplift in click-through rates, proving that the right message at the right time can re-engage customers and bring them back.

HERE’S HOW IT WORKS

Whenever a registered customer searches for a product but doesn’t complete a purchase, AI evaluates the search results and determines the best follow-up action:

If strong matches exist, AI generates an email with a personalised subject line, headline and body text in Søstrene Grene’s signature tone of voice.

If no perfect match is found, a fallback message ensures the email remains engaging and relevant.

If the search gives no results, AI autocorrects typos, suggests synonyms, validates the result of this new search, and then executes step #1 or #2.

Hyperpersonalised experiences at scale

What makes this solution so powerful is how context-aware it is. Instead of simply sending reminders, Søstrene Grene now delivers emails that match the customer’s intent and shopping behaviour – all based on existing first-party data. That could be:

A father looking for arts & crafts supplies for his 12-year-old daughter receiving a curated selection of watercolours, sketchpads, beads, and DIY kits.
A new mother shopping for home décor would getting recommendations for handwoven storage baskets, teething rings, teddy bears or soft nursery lighting that align with her preferences.
A student looking for creative after-school-projects being shown macramé sets, calligraphy pens, or knitting kits.

By matching emails to the customer’s specific lifestyle and needs, Søstrene Grene creates a stronger connection with customers, making them more likely to engage, purchase, and return.

What is hyperpersonalisation?

Hyper-personalisation is the next level of customer engagement, using real-time data and AI to tailor shopping experiences to each individual’s preferences, behaviours, and context. Unlike traditional personalisation, which relies on broad segmentation (e.g., age, location, or past purchases), hyper-personalisation dynamically adjusts content, product recommendations, and marketing messages in real time.

The challenge? More personalisation often means a greater demand for content, creating a burden on marketing teams. AI solves this by automating content creation and adaptive messaging on the fly. When combined with tools like CDPs (Customer Data Platforms) and personalisation engines, brands can deliver hyper-relevant experiences without overwhelming their content production resources.

The tech behind it

Since 2019, we’ve worked closely with Søstrene Grene to shape its data-driven MarTech strategy. From early-stage infrastructure to advanced personalisation, every step has focused on creating more meaningful interactions.

And with a strong foundation in place, AI-powered abandoned search emails were the next logical step, bringing hyper-personalisation at scale to life. At the core of this solution is IMPACT’s AI Accelerator, a ready-to-use Azure-based AI infrastructure that provides:

• A fast, secure, and GDPR-compliant foundation for AI projects
• Pre-built infrastructure components for accelerated implementation
• A flexible API for seamless integration with Søstrene Grene’s existing Relewise and Martech stack

This setup allowed Søstrene Grene to deploy AI-driven personalisation quickly – without the complexity of a full-scale AI rebuild.

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