CRO pilot uncovers ROI potential of over 3000%

Jysk Baltics Hero

JYSK is the largest Danish retail chain, delivering Scandinavian design with an extensive offering of household goods, such as furniture, mattresses, and home furnishings. Since being founded in Aarhus in 1979, JYSK has built an overwhelming international presence, operating in 49 countries with over 3,100 stores. This project was done for JYSK Baltics, which is a franchisee of the global JYSK corporation and operates in three countries: Latvia, Lithuania and Estonia. 

Jysk Baltics

The challenge: increase conversions

DEPT® and JYSK Baltics have been working together for several years, mainly focusing on SEO and paid advertisement. Recently, the company approached us to discuss how to improve their conversion rates. DEPT®’s Data & Intelligence team in Copenhagen stepped in to give these markets a helping hand and the extra boost they needed. 

Our aim was to identify areas of improvement and provide JYSK with comprehensive insights backed by data. An initial analysis outlined that conversion rates were suffering, primarily due to post-covid shopping behaviour, a tendency to move purchases away from the website and back to the physical shops.

DEPT®’s mission was to find the biggest hurdles and opportunities in the user experience that we would be able to A/B test within the given period and budget, to bring JYSK Baltics back up to speed.

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A thorough website audit

Adopting both a quantitative and qualitative perspective, we embarked on a meticulous CRO audit to pinpoint the most important areas for optimisation. Using Google Analytics for all data insights, we explored which pages revealed the highest drop-off rates and examined how users navigated the checkout. We also used Hotjar to help visualise some of the data we tracked in Google Analytics through heat maps, scroll maps and session recordings. Combining insights from both tools, we were able to identify small, but nonetheless significant bugs and uncover missed tracking opportunities. 

Through a scrutinous inspection, we were able to provide JYSK with structured findings based on page types, usability issues and where the website deviated from best practices. This resulted in a backlog of dozens of ideas, helping us to identify where to start and what to test during the pilot phase. Finally, we prioritised the initiatives based on how quickly we could get the tests running and how much impact they would potentially have on the business.

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The solution: learning through testing

By following the pivotal steps to highlight potential weaknesses in JYSK Baltics’ online sites, we were able to target our CRO efforts accordingly – using testing to do so.

We ran several tests on different areas on the website. These included high-traffic areas, such as the homepage,  sitewide tests affecting all users and the checkout page.

With the help of Google Optimize to code and run the tests and Google Analytics to analyse the results, we were able to detect significant positive effects on a specific segment, namely desktop traffic, for two of the tests. Other tests revealed strong tendencies towards improving the user experience for mobile users.

Working with different specialists at DEPT®, bringing together designers, front-end developers and data specialists, we delivered holistic CRO support, from conceptualization, design, implementation, testing, and analysis.

Promising results

The success rate of our A/B tests was above benchmark, at 50%. Even the tests that “failed” provided us with valuable data, so there is no real “loser” when it comes to testing – quite the opposite, in fact. The overall results were very promising (see below) and indicated a staggering 3000% potential return on investment to be gained from implementing the learnings.

Best practices validated
The audit phase revealed potential to adapt the site to some common UX and e-commerce best practices. While these still need to be tested, we could prove that some of these best practices work well for JYSK Baltics and that there is potential to make further adaptations in other areas of the website.

Desktop outperformed mobile in tests
The majority of tests during the pilot phase showed a stronger positive impact on desktop users. While websites often still focus on delivering the same experience across devices, analysing our tests for different segments has revealed that not one size fits all and concepts and designs need to be created with the end user’s device-specific needs in mind.

Clear USP
Tests focused on increasing transparency in communication and removing distractions were found to have the highest effects for JYSK Baltics, giving buyers a better user experience, which consequently leads to increased sales.

No distractions
Another best practice is to ensure the user has a clear direction to follow in the checkout flow. So we removed almost all available clickable items within the checkout header and footer, keeping only what supported the user’s decision making (and, of course, the legally required items). This led to another significant increase in conversion rate for desktop traffic. 

Close collaboration and multidisciplinary approach 
A non-technical but nevertheless essential reason for the success of this project comes down to work processes and it is twofold: first of all, we worked in close collaboration with JYSK Baltics and were given a high degree of autonomy, which made the decision making process fast and pragmatic. Second of all, we took advantage of our internal team of experts to execute on the project from multiple perspectives, so JYSK could rely on us for the full range of expertise needed.

Want to improve your website’s conversion rate? Check out our CRO services.



Senior CRO Specialist

Ulla Wendel

Royal Copenhagen

Storytelling at the heart of the user journey


Quality, craftsmanship and royal heritage: Each hand-painted piece of Royal Copenhagen porcelain is perfected by a painter who has spent four years learning the craft, and each is stamped with a crown and three small waves to signify Denmark’s main bodies of water.

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Leveraging a rich brand history

Founded by the Danish Dowager Queen Juliane Marie in 1775, the quintessentially Danish brand is the epitome of premium craftsmanship, and their stores are an impressive display of exclusivity and tradition.

From the beginning, it was clear that we needed to leverage Royal Copenhagen’s rich brand heritage through storytelling. 

To keep the customer engaged with the brand’s history throughout their shopping experience, we focussed on integrating storytelling into all points of the user journey, incorporating branding and storytelling into both product list pages and product detail pages. This micro content approach enabled os to blend branding and ecommerce seamlessly together and avoid the risk of losing a sale by diverting the user from their shopping journey.

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Accommodating all shopping journey types

While some Royal Copenhagen customers are avid collectors aiming to complete their matching dining set, others like to mix and match across collections or simply look for inspiration. To support this duality and accommodate both shopping journeys, we have implemented two ways to discover the product range; design collections and individual product types. 

In addition, we have created a gifting section and a stories section, both offering inspiration for shoppers without a particular purchase in mind. On the product detail page, we focused on incorporating more storytelling and images.

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Conversion rate optimisation on every page

In order to encourage users to complete their purchases at royalcopenhagen.com rather than opt for one of the resellers, we implemented a loyalty concept across the site. 

Leveraging unique selling points such as a breakage loyalty and a points system that allowed loyal customers to gain access to exclusive offers and benefits, we focussed on optimising conversion rates across all pages.

We created a set of modules for Royal Copenhagen to easily create a brand experience for new products. Gravitating towards branding and storytelling, the flexible toolkit is optimised for creating campaigns and product launches, rendering separate product launch marketing sites unnecessary. 

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Much like Royal Copenhagen’s products and stores, the new e-commerce site exudes quality and craftsmanship, boosting brand value.


Creative Director & Head of Design

Rasmus Keller Jansen


Helping eBay start a conversation with the world

From Sydney to San Francisco, FEED/DEPT® partners with eBay to conceive, create, and deliver transformational digital campaigns at scale. Throughout eBay’s extensive online presence in Europe, North America, and Australia, we work across every digital touchpoint.

Our bespoke automation technology means that eBay can keep up with the ever-changing retail marketplace landscape, engaging customers onsite, through CRM, and on social channels at rapid speeds.

Engaging audiences worldwide

With over 170 million global customers daily, eBay needed an agency that could keep the conversation going 24/7 in seven different languages. They tasked us with creating a leading customer experience, executing ideas, concepts and designs that would engage their audiences worldwide. eBay wanted campaigns that were consistently relevant to each of their users, from seasoned sellers, to new buyers, to lapsed customers. And, they wanted to connect on an emotional level across multiple channels.

Not all customers are the same

In order to take eBay’s comprehensive conversation to the next level, we gained a deep understanding of the different customer journey paths that their platform provides. Through communications that speak directly to specific customer types like regular buyers, sporadic sellers, passionate collectors, or alternate makers, eBay could forge an intimate connection with each of them. 

This meant they needed to generate personalised content and relevant experiences with their customer segments in mind, approaching them with seamless, responsive communication to drive revenue, retention, and brand loyalty.

Hyper-personalised content

Our DEPT®/Creative Automation tools allow us to create multiple cross-channel communications for various eBay audiences. At the click of a button, we can generate thousands of creative variations from just a few inputs. Automated asset production allows us to tailor messaging to each individual customer segment, and iterate on the messaging quickly based on performance data. Our tools make it easy to adjust copy and design, so that we are always producing hyper-personalised content that truly resonates with eBay customers around the world and at every stage of the user journey.

Hundreds of campaigns monthly

By streamlining the creative process with technology, we create over 200 monthly campaigns in multiple languages for eBay. We are able to convey their unique brand voice and articulate their values consistently to millions across global regions. Through personalisation at scale, we talk to the specific needs of every customer and build meaningful relationships between eBay and their users that drive significant engagement and amplify conversion. Our approach ensures that eBay remains a household name that informs, inspires, and moves at the speed of retail.


Managing Director – Canada at FEED/DEPT®

Adam Jewson


Design-it-yourself with FREITAG F-Cut

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The sustainable Swiss brand FREITAG, known for their bags and accessories made from used truck tarpaulins, has always stood for individualism. With the new digital tool F-Cut, FREITAG now offers its customers the opportunity to design their very own super unique items. The idea behind it was born 20 years ago – and comes from a DEPT® employee.

Desire for more uniqueness

Each of the approximately 300,000 FREITAG bags and accessories produced each year is unique. A large proportion is manufactured in Zurich, where the truck tarpaulins are dismantled and washed by FREITAG employees before the bag designers cut out the best motifs with their cutter knives and templates and these are then processed into bags.

So far, so good. But more and more often, customers inquire in the FREITAG stores whether a specific bag is also available in another color, with this or that motif. The bag makers have taken these requests for (even) more uniqueness to heart – and fell back on the diploma thesis in which DEPT® employee Severin Klaus invented, designed and programmed the first F-Cut for FREITAG 20 years ago.

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Democratisation of bag design

The DEPT® team in Switzerland has been working with FREITAG since 2020 and has, among other things, implemented a bag swapping campaign on Tinder for the brand. Now FREITAG approached us to awaken the online cutting table F-Cut from its slumber together with bag and UX designers, logisticians and many other experts.
The following positioning and visions were defined in a preliminary project:

Democratisation of bag design

Every interested customer should have the opportunity to design their own unique bag according to their own taste, beyond all design guidelines.

Bringing FREITAG’s values to life

Sustainability and individualism come first. The FREITAG Sweat-Yourself-Shops are to be transported from the physical to the digital world by means of F-Cut.

Revival of a classic

The new F-Cut is to be as good as the multiple award-winning 20-year-old original, but even more user-friendly and contemporary.

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Linking the offline world with the online world

F-Cut offers a unique combination of rough & real materials with digital perfection and a smooth product configuration – no matter on which device, including 3D preview in real time. In this way, the offline world of FREITAG is linked to the online world thanks to a unique experience. 
For F-Cut, DEPT® not only implemented the UX, UI and the 3D preview, but also the back- and frontend. The visual identity and the texts were created by FREITAG.

From a technical perspective, F-Cut is a web application that combines various systems. On the one hand, there is of course the F-Cut app – the GUI – in which FREITAG customers configure their bags. Then there is the F-Cut backend with a headless CMS, which primarily provides a database and communicates via API with the checkout (FREITAG online store) and of course the F-Cut app. In addition, there are further admin interfaces with everyday tarpaulin management functions (configuration, orders, etc.) and tarpaulin upload, editor and export (DXF) for production.

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Bag dreams come true

For the first release, the focus was on the KISS principle (Keep It Simple, Stupid): we limited ourselves to one bag type, the Messenger Bag F712 DRAGNET, which can be designed using four virtual templates from a selection of 20-50 different truck tarps. The designable bag types could be expanded in the future or the bag type could change at fixed intervals.

In order to ensure fairness and equality, new tarpaulins are silently added to the system to exclude disputes about the “good” tarpaulin pieces. Another important aspect for FREITAG was the balance between maximum design freedom and sustainability: leftover tarpaulins are used for accessory products.

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What’s next?

Already before the go-live, F-Cut triggered enthusiasm both among the DEPT® and FREITAG teams. Several further development projects are already planned: more products and features are to follow. 20 years after the birth of the idea, F-Cut has finally awoken from its slumber and will continue to grow steadily.

Over 20 years ago, I got to implement F-Cut as a student one-man show – to rethink this project now, with the support of a fantastic team, both on the DEPT® side and on the customer side, while exploiting the possibilities of today’s technology, is a great privilege.

Severin Klaus, Tech Director, DEPT®



Senior Consultant

Vera Weber


The ultimate knowledge acquisition on Amazon

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Founded in 1919 and with about 60 million sales each year, Electrolux has been a consistent global leader in manufacturing home appliances. With 52.000+ people across 61 countries, the company turned to FACTOR-A/DEPT® to help train their teams to maximize its Amazon e-commerce channel performance.

The challenge: varying degrees of knowledge

Upon working with FACTOR-A/DEPT®, Electrolux recognised that their internal stakeholders had varying degrees of knowledge about Amazon. Amazon is a fast-evolving and complex world that requires a thorough understanding in order to be leveraged fully. Therefore, building up a consistent knowledge base across the entire company was necessary in order to achieve well-rounded success in every aspect of Amazon.

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The solution: a concrete teaching tool

FACTOR-A/DEPT®, as Amazon experts, developed an entirely new way of working with Electrolux to ensure a uniform transfer of knowledge with the most up-to-date information on Amazon and transparent, flawless communication across the board. They worked to offer Electrolux a personalised Vendor Academy that serves as a concrete teaching tool for both current employees as well as for onboarding new employees.

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The Electrolux Vendor Academy

To help Electrolux master the main topics, FACTOR-A/DEPT® developed learning materials with personalized topics.

FACTOR-A/DEPT® held 18 live sessions in two time zones and even helped Electrolux to develop an internal learning academy with complimentary promotional materials. All the sessions were recorded, so that every participant has the opportunity to re-watch them at their own convenience.


Informational slides


Minutes of live streams


International participants

The Electrolux Vendor Academy consists of a combination of pre-reading materials, learning videos, online sessions and practical workshops on the topics of Content Optimization, Search Advertising and Amazon Performance. Learning incentives are created through the notion of gamification: each topic is addressed at different levels – from basic to advanced to expert. Participants must successfully complete a quiz to advance to the next level. Upon successful completion of all levels, they have the knowledge to achieve performance excellence on Amazon.

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The Academy brings all learning material on Amazon Marketing into one place with depth on each topic, yet it is still easy to navigate and understand.

Patrik Bälter, Consumer Conversion Director, Electrolux

Made for years to come

FACTOR-A/DEPT® developed the Amazon Academy tailored to Electrolux, keeping in mind their specific business needs on Amazon. It is a flexibly built tool that Electrolux can continue to leverage for years to come. In addition, the Academy covers fundamentals that will remain relevant over time and can be easily updated as changes in Amazon develop.

The development of the Electrolux Amazon Academy left not only the participants, but also the experts who created it with a new level of Amazon knowledge. The first of its kind, the Amazon Academy became a framework for knowledge transfer both from FACTOR-A/DEPT® to Electrolux, and also internally within Electrolux.

Electrolux’ Amazon Academy is helping us drive organizational learning at scale across our global marketing community, to execute world class marketing on Amazon.

Patrik Bälter, Consumer Conversion Director, Electrolux

What began as an interactive, flexible 6-month program for Electrolux employees around the world soon became a fixture in the company’s internal Learning Management System.
The Academy proved to be an extremely valuable tool for Amazon knowledge transfer and has paved the way for many future brands to obtain the fundamental Amazon knowledge they need for success.


Head of Consulting & Strategy, FACTOR-A/DEPT®

Sebastian Gilles


A branded commerce experience

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Patagonia is a family-owned apparel and outdoor sporting goods outfitter, rooted in sustainability. As a leader in eco-friendly business models, they’ve paved the way for others to reimagine their practices with sustainability in mind. For Patagonia’s flagship experience, we were tasked with crafting a design solution that brought its massive product and content library to life in a simple yet insightful way. For a brand that truly lives its values, it was vital that the user experience echo that—meaning that our challenge was to create a digital shopping experience that tells a brand story at every touchpoint.

Being no stranger to storytelling, Patagonia has always maintained a strong voice. Our approach was to elevate this voice and bring it to life in a clear, simple execution while striking a balance between culture, business, and the environment. One that begs consumers to consider the impact of their choices—right down to the clothes they wear. The reimagined eCommerce platform serves as a brand hub for both activism and content, through a cohesive digital style guide, UX principles, and a consistent narrative. The experience invokes human emotion and rational understanding and is entirely driven by the brand’s mission. Most importantly, it serves both function and storytelling by not only selling clothes but transforming value systems.


This project called for a deeply collaborative process—one that demanded a unique agency-client partnership. We quickly embedded the Patagonia design team into our San Diego HQ and worked in tandem from concept to completion. This set the foundation for a longstanding, successful relationship that extends beyond the traditional boundaries of agency-client servicing.

Our team spearheaded the broader user experience while closely consulting with the in-house team at Patagonia on art direction, design systems, user testing and scripting. As the project progressed, we were given an additional opportunity to own the visual and strategic redesign of Patagonia’s brand initiative, The Footprint Chronicles. In doing so, we achieved a simple, cohesive design system that complemented the larger site.

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Navigation & information architecture

A new navigation system considers the full scope of the consumer journey—from initial interaction to finding exactly what they’re looking for. We transformed the experience by organizing content in a clear, logical way, and integrating relevant stories when appropriate. This gives products more context while seamlessly injecting the brand voice throughout the entire journey.

The new navigation prioritizes the overall design’s larger goal for product and purpose-led storytelling through a simple curation strategy. An extensive library of cultural initiatives like Patagonia Action Works, The Footprint Chronicles, and more are properly showcased for easy discovery.

Product filtration

To maintain the simplicity of our design, we needed a powerful filtration tool that could optimize a complex product catalog. The end result was a floating, contextually aware action button that becomes the most prominent prompt on any page. This responsive UX pattern is designed for approachability and progression and successfully helps users browse.

Product education

It was essential that this experience was personalized and always relevant to the consumer. Our goal was to ultimately guide users to the best product for their needs in one simple flow. By implementing an in-line Q&A and product comparison overlay, we were able to help customers decide which product is right for them, saving them the hassle of toggling between product detail pages. As a result, users are directly routed through the sales funnel in one seamless UX flow.

Content strategy

The delicate balance between purpose and product truly came to life throughout our overall content strategy for this redesign. We set out to create a central system that could not only serve as a shopping platform but a brand initiative as well. In doing so, we were able to weave Patagonia’s passion and purpose right into each product story and keep consumers engaged in the brand, even if they were just looking to shop.

Since the launch of Patagonia mobile revenues have grown by over 25%

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Design system

The delicate balance between product and purpose was the driving force behind our entire design system. Focus, clarity, and simplicity became our guiding UX principles, which allowed us to help Patagonia tell compelling stories—while maintaining both emotional feeling and rational understanding. We set out to strip away any excess that did not support our larger goal of one, centralized digital experience.

Constant collaboration between Patagonia’s team and ours—both designers and developers—resulted in a refined digital style guide, with a technical solution to support it. Each element of the redesigned system, from the homepage to navigation to our new product filtering system, was built into the style guide to the highest fidelity. As the project progressed, our development team was embedded into Patagonia’s tech team to offer seamless support in building out The Footprint Chronicles and Patagonia.com. From this, we built an intuitive content model within the Salesforce Commerce Cloud, while our frontend efforts produced a highly interactive site with meticulously rendered motion to tell The Footprint Chronicle story.

Project considerations

Designing at scale

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The Footprint Chronicles – What started as a partnership to reimagine a digital storefront soon became a collaborative consulting engagement. Our team was asked to help revive one of Patagonia’s transparency-driven brand initiatives—The Footprint Chronicles. This story of sustainability needed to be told in more than one place, so we developed a system that would surface it in the shopping experience. An informative card structure highlights key details about a product’s carbon footprint to educate the consumer and drive brand purpose, perspective, and conversion.

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Give people pause

In an effort to shift the consumers’ mindset, we used product detail pages as an opportunity to invite a bigger brand purpose. By gently educating shoppers on how products are made and the impact it has on the planet, we’re able to give them a moment to pause and consider their habits. In doing so, we can convert product seekers into purpose-driven shoppers, while telling meaningful product stories.

An immersive story

Our goal with The Footprint Chronicles was to first build empathy with customers, then drive action. Our content strategy and component design allowed us to tell rich, dynamic stories through interactive content that allows users to explore and learn. The flexibility of this design lets us not only educate consumers about the brand mission but impacts real change in the cultural mindset.

A call to action

Our overall strategy and goal for The Footprint Chronicles culminates into one simple storytelling structure. We start with why each aspect of our mission is important—why these points need to be made and stories be told. Consumers are then given an honest explanation of where we stand in this journey to make and see change. Finally, the brand’s commitment to what’s next. Where does Patagonia progress from here and what can consumers and every brand do to play a role in this shift.

Experience the website


Webby Award – Fashion & Beauty 2021


Webby Award – People’s Voice Winner 2021


Head of Marketing US

Kristin Cronin


Taking a retail giant into the world of TikTok

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ASOS is a leading online retailer for fashion-loving 20-somethings around the world, but staying ahead of ever-increasing competition for an ever-changing and savvy demographic means a constant need to innovate. And then came Covid-19, taking away all those special occasions young shoppers would regularly hit up ASOS for new clothes anyway.

ASOS is the market leader in the UK but a challenger brand in the USA. In fact in the American market there’s debate over how to even pronounce the brand name. For the record it’s, ”Ay like in play then sauce” – which we started off by including in our TikTok bio. With “sauce” being a youth expression for great outfit this then gave the heart of our TikTok challenge, “show us your A-sauce, B-sauce, C-sauce” i.e. your three best looks. Putting our brand name right, in a non-obtrusive but clear way, at the heart of doing what young people loved, showing off their new threads. Now we just needed to enable them to do this in a creative, brand-friendly way.

TikTok is a rare “sound on” channel, known for breaking some of today’s biggest hits, so we went “sound first” – crafting a bespoke track with KARM that gave the platform’s legion of creators a beat to cut their outfit changes to. In addition, we created an interactive “branded effect” that allowed creators to transition between outfits with hand actions (peace sign and hand palm) and flair. To get people participating we launched the “hashtag challenge” by working with 28 popular U.K. and U.S. Creators, such as @abbyrartistry, @estare, @elmo, and @lorengray, to kick off the challenge and provide inspiration for users to follow while also building the credibility of ASOS’ brand presence on the platform.


Video views


Videos created


Users taking part

Globally, the campaign recorded over 1.2 billion video views in just 6 days, with 488,000 videos created and 167,000 users taking part, all of which exceeded expectations. On top of that, the creative achieved an engagement rate of 15.79%, well above benchmarks. ASOS commissioned a brand lift study for the campaign, and the results were also very impressive. The campaign achieved a 25% increase in aided brand awareness and a 10% increase in brand association with being “trendy.” Ad recall also saw a 50% increase.

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Head of Marketing, Europe

Mellissa Flowerdew-Clarke

Billig VVS

Gentænkning af tracking for at måle den reelle værdi af online annoncering

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Billig VVS er en markedsledende nordisk netbutik, der sælger produkter inden for kategorier som badeværelse, køkken og meget andet. DEPT® har hjulpet Billig VVS med at udvikle en innovativ tilgang til performance tracking, som har udjævnet den store forskel i overskudsgraden på de forskellige produkter i deres sortiment. På denne måde har Billig VVS været i stand til at opretholde en sund økonomi og samtidig været bedre rustet til at handle, takket være dybdegående indsigt i profitabiliteten af forretningens betalte kanaler.

En innovativ search metric med større præcision

BilligVVS er en dansk netbutik med et sortiment, der tæller mere end 14.000 forskellige produkter, fra små reservedele til boblebade i marmor.  Netop bredden i deres sortiment har betydet, at Billig VVS har oplevet en meget stor variation i overskudsgraden på deres produkter. Historisk har Billig VVS stilet efter at maksimere deres overskud inden for et enkelt, fastsat mål for ROAS (Return On Ad Spend) på non-brand søgetrafik.

“Depts innovative tilgang til data gjorde en vedvarende forskel for vores økonomi”

På grund af det store sortiment kan annonceudgiften fra klik på et specifikt søgeord føre til salg på mange forskellige produkter på tværs af kategorier og dermed også føre til mange forskellige overskudsgrader. Et enkelt ROAS-mål var derfor ikke tilstrækkeligt. Sammen med Billig VVS ændrede DEPT® opsætning af tracking for at måle profitten på et produkt i stedet for indtægten, og ROAS-målene blev erstattet af et enkelt POAS-mål (Profit Over Ad Spend). POAS-målingen er automatisk vægtet, baseret på de forskellige overskudsgrader, som udløses af de forskellige salgsfrekvenser på de forskellige keywords. Og derfor er et enkelt POAS-mål tilstrækkeligt på tværs af alle kampagner.


Ved at måle profit i stedet for omsætning opnåede BilligVVS og DEPT® langt større indsigt i profitabiliteten af paid search-marketingkanalen. Af denne grund kunne annonceudgifterne distribueres bedre på tværs af keywords og produkter, imod søgninger der driver POAS over niveau og omvendt. Således var det muligt at øge CPC-niveauerne med over 27 % på tværs af non-brand Search & Shopping-kampagner, hvilket udløste en stigning i trafikken på over 53 % og en stigning i omsætning på over 27 %, og samtidig sikre, at kanalens profitabilitet levede op til målsætningen.


SEA Director

Thomas Byskov Madsen


From dark to light: a new e-commerce platform

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The Italian brand Flos sells light; in the form of luxury design lamps, that is. Although it may sound exclusive and focused on a specific target group such as architects or interior designers, it is not the only audience the brand is aiming at. Flos is currently undergoing a transformation towards D2C (direct-to-consumer). For the first time, Flos is selling directly to customers rather than to resellers. Flos needed a new e-commerce platform that was thought out in the smallest detail to make this transformation successful. The brand chose DEPT® to bring a Salesforce Commerce Cloud platform and the complete Flos experience to life.

The strategy

Flos (which means ‘flower’ in Latin), arose in 1960 from the idea to create objects that would change our way of living. Bringing light to life digitally is easier said than done; it is less about products and more about the experience. Due to the uniqueness of the Flos brand, it has opted for an ambitious direction regarding D2C and e-commerce. Together, we determined the strategy, which is built around the following three pillars:

Show me authenticity

Customers want to feel that they are buying something special. Customers want to be inspired and convinced by the brand, not only by the product.

Make me feel at ease

Customers want to feel that they can buy the complex, luxury product independently. The website must therefore be accessible and recognisable.

Give me a sense of touch

The biggest challenge in purchasing online is that the customer cannot see, feel or experience the product. The platform needs to get as close to that feeling as possible so that customers can make well-thought-out decisions.

Content as a ‘bold’ starting point

Flos had a strong foundation, ranging from a website to an Instagram account and magazines. These assets contained a mountain of valuable content, from beautiful photography to interviews with designers, videos and illustrations. It soon became apparent that content had to be the starting point, and that it had to be left in its original value as much as possible. As such, we didn’t put images in frames, but used the current ratio so that images in all shapes and sizes appear on the website. The brand is there for everyone, so imagery and expressions are bold. To radiate a certain degree of boldness, we implemented big logos in the footer which open and close as statements, and used big capital letters for page titles. 

The website structure is based on different types of pages; from pages on which designers are featured, to Room pages where inspiration for every room in the house is shared, Story pages with information about new trends, and, of course, the product pages.

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Bringing light to life

With content as a starting point, we came a long way, but hadn’t quite brought the experience of light to life. For that, we dived into physics. Light consists of three colours: red, green and blue. White light is only created when these colours coincide. We have taken this physical phenomenon as the basis for the entire colour concept of the website. What does that look like? When you land on the homepage it is dark, because you don’t have a lamp yet. Via red, green and blue pages (Stories, Rooms and Designers), you then end up at lighter pages, such as the shopping cart and checkout. Visitors actually go from dark to light when they navigate through the website. The gradient effect of light — the ‘noise’ that is always present — is also included in the design and visible in the background throughout the website. On the dark background, we implemented a light that follows the movement of the cursor. This allows visitors to illuminate parts of the website that they want to focus on. And while accessibility with such a visual style may sound challenging, the entire website adheres to AA accessibility guidelines.

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Salesforce Commerce Cloud

Salesforce Page Designer

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We created the perfect balance between brand, design, content and e-commerce

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Branded commerce with a unique experience

Over seven months from discovery phase to go-live, DEPT® has built a robust platform for Flos, creating the perfect balance between brand, design, content and e-commerce. The website is now also suitable for customers who want to buy a lamp in the store or from a supplier, and desire more information. This way, commerce and brand go hand in hand for Flos.

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A look at the future

The D2C e-commerce platform went live in July 2021 in the United Kingdom and Spain, with other European countries following and the United States going live soon. Flos is part of Design Holding, which includes several labels; the challenge from the start of this project was to create a framework that can be implemented across these multiple brands, while enabling them maintain their unique appearance. With the underlying strategy, content as a starting point, and the role of light throughout the website, Flos has more than succeeded in creating a unique appearance. The current impressive D2C e-commerce experience shows that Flos enlightens. From dark to light. From visitor to customer.

Experience the website


Strategy Director

Danijel Bonacic


Forståelse af Xbox-gamernes mindset

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DEPT® indgik et samarbejde med Microsoft Ireland om deres strategier og kampagner til de sociale medier for Xbox Ireland, Surface, Office 365 og HR. Microsoft Ireland tog oprindeligt kontakt til os med ønsket om support til at styre Xbox Irelands sociale mediekanaler. Kanalerne stod over for en lang række udfordringer, herunder en uengageret målgruppe og ingen lokal kontekst. Vi fik derfor til opgave at dykke ned i Irlands unikke gaming-kultur og tilføje lidt irsk krydderi til deres kanaler..

Spirende ny interesse

Irerne er passionerede omkring gaming, men de havde mistet interessen for Xbox Irelands Facebook-side. Ved hjælp af en velovervejet blanding af lokaliseret og originalt indhold, målrettede konkurrencer og effektive mediekampagner undersøgte vi det, som de elskede, kunne lide og hadede. Herefter – ved at forstå, hvad de tænkte – kunne vi levere en konsekvent og kreativ indholdsplan, der blev ved med at levere engagerende resultater.

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Vores strategi genoplivede Xbox Irelands tilstedeværelse og omdømme på de sociale medier


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Få budskabet ud

Vores indholdsteam hos DEPT® arbejder tæt sammen med Xbox’ EMEA-team for at sikre, at vi slår den rette tone an i forhold til nyheder om, udgivelser af og opdateringer til Xbox. Herefter tilføjede vi vores hemmelige ingrediens med lokalt produceret indhold, der henvendte sig til Xbox’ fans i Irland. Fra post “As Gaeilige”, dvs. på irsk, visning af lokale begivenheder, filme vores egne gaming-uheld og til selvfølgelig at fejre St. Patricks Day er vi i en god position til at sikre, at vores fans hilses med “Cead mile failte”, eller sagt på dansk: tusind gange velkommen. Vi producerede også en mini-kampagne af All-Ireland 2017, som var inspireret af Xbox Design Lab-controllerindhold, så vi forenede vores fans’ passion for lokale gælisk fodboldklubber og Xbox.

Det er altafgørende, at vi får budskabet ud til fansene og skaber interesse. Derfor understøtter vi Xbox’ butiks- og forhandleraktiviteter med målrettede sociale og pay-per-click-kampagner. Når vi har defineret hver enkelt forhandlers specifikke målgruppe og interesser, kan vi skræddersy vores budskab, så vi opnår fantastiske resultater..

Vi gik i dybden med at finde influencere, så vi kunne finde og anbefale en række irske gamere til Xbox. Det er meget vigtigt at få fat i de rette folk, og hvis du gør det, så får du uovertruffen indhold og entusiasme.

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En blanding af strategi og dybdegående analyser resulterede i en 42,7 % stigning i følgere og 212.900 engagementer i alt på Twitter sidste år. På Facebook-siden var der næsten 40.000 engagerede irske Facebook-brugere, 19,8 millioner visninger (13,1 millioner uden hjælp fra betalte medier) og 148.000 engagementer.


Technical Director

Mark Wright

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