A 360° growth strategy on Amazon

pregnant woman, woman with baby

For over 60 years, Medela has been the healthcare choice for more than 6 million hospitals and homes in over 100 countries. They are trusted in providing them with research-based breastfeeding and baby products, as well as healthcare solutions for hospitals.

In 2021, Medela was looking for input to generate additional e-commerce growth. FACTOR-A/DEPT® took on this challenge and helped Medela accomplish its goal by:

  • Evaluating its status quo performance
  • Creating targets for the year with a customised roadmap
  • Implementing a continuous progress tracking method

We facilitated a complete Strategic 360° analysis for Medela EU5 to identify their growth potential, the number of required investments, and the necessary actions. Our work with Medela has resulted in a significant increase in conversions and advertising sales.


Glance views




Advertising sales

The challenge(s)

Medela’s extensive portfolio presented the challenge of building a well-rounded growth strategy because they operate within the very niche maternal products category. Other challenges were building a general strategy that covers Medela’s pan-European presence, and developing a separate one for search advertising in the UK.

The solution: creating a strategic 360° analysis

Through collaboration with the global Medela team, we offered a comprehensive approach to the brand. We supported them in their journey to go the extra mile on Amazon by combining our expertise in: consulting analysis; advertising campaign management; retail management; content optimisation with the entire dashboard, and QBR monitoring.

Amazon Ads

Our goal was to scale the Medela Europe search advertising campaigns in order to increase the market share, visibility and sales. We aligned this based on the regular results of the market share analysis and share-of-voice analysis. Besides competitor targeting, we paid special attention to all other kinds of targeting (auto/generic/defensive/ ASIN/retargeting), as well as different ad types (SPs, SBs, SDs, SBVs). Furthermore, we considered local market trends and situations in the campaign setups.

smiling woman with baby

How we did it

Step 1

In the form of a roadmap and related tracking measures, we depicted our 360° analysis for EU5 to identify the possible growth, required investments, and actions needed.

Step 2

We showed Medela’s day-to-day performance and the tracking process via our factor-a suite and reporting from different teams to keep an eye on Medela’s KPIs.

Step 3

We demonstrated how we leverage Deal & Advertising in specific markets as two main performance factors on Amazon to improve growth. We also looked at competition, price, content and visibility/traffic indicators.

pregnant woman

The results

The performance in all areas of Amazon has increased with specific measures taken in advertising and deals. These are the following:

  • Reallocation of budgets between deal and AM
  • Refinement of the strategy for Prime Day
  • Optimisation of the AMS campaign
  • Close monitoring of key competitors

This has also led to better mapping of the company’s efforts and needs, as well as shown great results on the bottom line. The project had implications on the budget allocated such as reallocation of budgets between deal and AMS, focus on deals outside of the big deal period, as well as adjustment of the AMS campaigns. In combination with the internal team setup, it resulted in defining the future focus on the consulting side with new exciting projects unique to Medela that are planned for 2022.

In combination with the internal team setup, it resulted in defining the future focus on the consulting side with new exciting projects unique to Medela that are planned for 2022.

medela case trend line

Wrap up

Unique mix

Our work with Medela serves as a perfect example of a full-service client willing to go the extra mile on Amazon with our full support. It’s a unique mix of consulting analyses, advertising campaign management, retail management and content optimisation, fully monitored through the dashboard and the QBRs.

Transparency culture

Overall, we are able to follow Medela’s performance on a day-to-day basis, leverage its key factors in the specific markets and report back to Medela. This is what our test and learn approach looks like, as well as the transparency culture that we value so highly.


Team Lead Sponsored Advertising

Nesma Abdel-Hamid


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.

Jysk Baltics 3

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.

Jysk Baltics 4

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.



Director of Data, CRO & Insights

Matt Lacey


Laying foundations for the next big marketplace

dayrize 1

Dayrize is the UK’s largest consumer marketplace for sustainable products. It exists to make impact assessments more accessible, making it easy for both consumers and businesses to understand and ultimately reduce their environmental and social impact.

It came to DEPT® to create large scale awareness of sustainable alternatives to everyday products. To do this successfully, Dayrize needed web traffic that was affordable, qualitative and also scalable. We leveraged our proprietary technology, Ada by DEPT®, to creatively use data and machine learning and realise a flexible, data-driven website structure in just a few days.

Good for shoppers and the environment

To combat climate change, Dayrize sees the way we shop as an accessible first step for conscious consumers. Dayrize is a marketplace for sustainable products with the aim to bring consumption within planetary boundaries.

Transparent, accessible and easy to use. To set up a marketplace with eventually hundreds of thousands of products, you obviously need to generate quality traffic.

DEPT® advised to build a very broad content base on the site and to reinvest every pound earned in expanding this foundation. Paid channels would serve as an extra accelerator without becoming dependent on them.

dayrize 2

Automated keyword analysis

The priority of products and categories in the marketplace is determined by their business potential. On the one hand, there are product groups frequently searched for. On the other hand, there are product groups with high margins and sufficient supply.

Considering these two factors, Dayrize determines which product groups receive a more prominent place within the website structure so that potential customers complete an ideal customer journey.

To understand potential search volumes, we asked our partner Google for help. They shared insights about trends and search behaviour surrounding sustainability topics in combination with the categories we focused on. This gave us a clear picture of the search intent: was there an explicit search for sustainability or was it an implicit search that explained certain behaviour? The latter turned out to be the case.

With the SEMrush Related Keywords API, we retrieved keywords and related search terms to determine which attributes are relevant to the search behaviour. We grouped these into a self-developed keyword cluster model consisting of Google’s BERT algorithm and its own machine learning algorithm.

BERT tested the keywords on 512 points and gave them a semantic score to group related search terms. Because of the size, there were also many non-relevant search terms, which we grouped with our own algorithm.

Data-driven decision making

Next, we formed the foundation of the website structure using the clusters and search volumes found. This normally takes several months to set up manually.

Now, Dayrize was able to determine its main categories, subcategories, landing pages and even filter options based on the business potential after just a few days.

However, automation replaces manual work, not creative thinking. Dayrize automatically and periodically receives a spreadsheet in which the main categories, subcategories, clusters, the number of keywords per cluster and the search volumes are reported.

Together with the stakeholders of Dayrize, this enabled us to make well-considered choices about the information architecture, website interaction elements and the most interesting products and product groups.

Commercial insights at scale

By applying and bringing together new technologies, we made a manual process unprecedentedly scalable. This not only serves findability and user-friendliness, but also creates commercial insights for buyers: which products are the target group looking for exactly and which are interesting enough for purchase?

Keyword research on this scale and with this accuracy would have been impossible without automation. We retrieved 38 million data points (keywords and search volumes) and processed these with Google’s BERT algorithm, supplemented with our own algorithm.

This saved Dayrize about 90% of the manual work (about €180,000 in hourly compensation on this scale), in just a few days. The result is a flexible, data-driven website structure that forms the basis of “the next big marketplace”, one focused on a sustainable future.


Director of Data, CRO & Insights

Matt Lacey


Conquering the biggest data challenge

Rituals 1

Rituals was launched in 2000 and has grown into a must-have Home & Body cosmetics brand over the years. Rituals’ ambition is for continuous growth; increasing revenue in its primary markets (Netherlands and Germany), while growing in all its markets across Europe and the US. How? By improving its organic findability.

Duplicate pages: a true conversation killer

Each country has its own Rituals website, which is needed in order to ship the products to various countries. As a result, there are no less than 22 duplicates of the English website alone! It’s not great in terms of your SEO when you consider the large amount of duplicate content, significant fragmentation in authority and waste of crawl budget with more than one million pages. To give you an example, this is what happened in practice: people in France that used French search terms in their search ended up on a French website of Luxembourg. Due to duplicate content and incorrect hreflang tags which resulted in the wrong indexation. As a Frenchman, it wasn’t possible to check out on Luxembourg’s website version. In addition, if you switched countries on the website, the content of your cart wouldn’t automatically switch to the website version of the domestic country. And you end with an empty shopping cart: a true conversion killer.

Increasing revenue in its primary markets while growing in all other countries

In an attempt to solve this problem, we started a thorough rationalisation of all Rituals websites. This entails an extensive migration of all individual websites to one .com domain, focusing on “indexability”, “crawlability”, “authority” and “usability”. We kept the deadline of Fall in mind, so the rewards could be reaped in the winter season: the ultimate gift-giving season for Rituals.

Combining similar website pages together

Besides rationalisation, the right international tagging had to be added (“hreflang” and Search Console). And of course, each language had different countries and currencies. Because of the large number of pages and duplicates, Google failed to pick up on the pages in the way that it should have. The choice was made to make one version indexable per language/currency. The following considerations were taken into account:

  • The link value of the duplicates could not be lost, which is why 301-redirects were moved from the duplicate pages to the main page.
  • The pages that were to disappear still needed to be available for campaigns and check out, which is why duplicates of those pages were created. However, these duplicate pages aren’t visible in search engines. Consequently, a ‘disallow’ in the robots.txt (crawlability & indexability) and, for the completeness, a ‘noindex’ were added to the “new” duplicate pages.


The migration to only one .com domain led to several positive results:

  • Greatly improved indexation
  • Crawl budget much better spent
  • Increased authority
  • Check-out on the website they entered organically
  • Revenue increased with 186% before Rituals peak season (winter)


Director of Data, CRO & Insights

Matt Lacey


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


The ultimate knowledge acquisition on Amazon

Electrolux 2 scaled

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 maximise 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.

Electrolux 3 scaled

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.

Electrolux 4 scaled

The Electrolux Vendor Academy

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

Electrolux 1

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 organisational 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


Supporting NFT commerce at scale

SPIN’s iconic covers have been a collector’s item since the magazine’s first issue in 1985. In today’s digital world, fans are looking to collect these pieces of culture in a new way–via NFTs. 

SPIN partnered with DEPT® to create a carbon-neutral NFT marketplace to sell, auction, and re-sell their covers and other art assets. In doing so, SPIN became the first major music media brand to make its full content archive available with NFTs. 

New opportunities for engaging with music fans 

SPIN owns 36 years of iconic photography, covers, videos, and other rare media.

These assets have been appreciated and valued by magazine subscribers for decades. But like many publishers experimenting with NFTs, SPIN realised that they could extend the value of their storied intellectual property to even more fans through digital collectibles.

Working with DEPT®, SPIN set out to make its limited-edition covers and other memorabilia available for digital ownership, giving fans the opportunity to own a piece of art symbolising their favourite musicians.

The company hoped to continually release fresh NFTs on a regular basis to fuel regular engagement with images, collector packs and unreleased content.

Removing the barrier to entry for newcomers

SPIN nft machine gun kelly

SPIN’s NFT marketplace is to make its full content archive available with NFTs. 

SPIN’s NFT marketplace was built with Algomart, an open-source platform on the Algorand blockchain created by DEPT®. Because blockchain technologies are still very new, the complexities and required expertise make starting from scratch with NFTs extremely difficult and costly.

Algomart gives SPIN an out-of-the-box solution that makes it easier for them to enter the market, and have the control to make a bespoke offering with a tech stack that can scale as their marketplace grows. 

And, using Algomart, end-users can purchase or bid on SPIN NFTs without converting USD to crypto. In this way, it feels a bit like a typical eCommerce store. The marketplace automatically creates a wallet on behalf of its users and a custodial wallet. This makes it easier for users since they don’t have to manage additional accounts or download a new application. Instead, they have a pin number that grants them access to their NFT. 

Perhaps most importantly, it was very important to the team at SPIN to be able to accelerate the sustainable advancement of the NFT space. Working with Algorand gives SPIN an ESG friendly and energy-efficient technology to launch their NFT marketplace.

This will both unlock the enormous value of these assets and do so in a more environmentally sustainable way.  

Being able to launch an NFT storefront quickly and easily allowed SPIN to experiment with NFTs without devoting too many resources to its creation. Having tested the market, they can now continue to release NFTs to their devoted fanbase.  

It’s an easy entry point for fans to begin to collect scarce digital photography and memorabilia while providing artists a way into the space.

Jimmy Hutcheson, CEO of SPIN

Launched at SXSW 2022

SPIN unveiled its NFT marketplace at SXSW 2022, with an inaugural auction featuring a Machine Gun Kelly cover. Additional covers, as well as art pieces, will be placed up for auction over the course of 2022.

Down the line, SPIN hopes to provide unique value-added experiences for NFT owners like physical art galleries, events, and experiential installations. Over time, the NFT marketplace will expand to feature a selection of artists and personalities curated by SPIN.

“We’re excited to introduce these famous pieces as NFTs. It’s an easy entry point for fans to begin to collect scarce and coveted digital photography and memorabilia while providing artists a way into the space,” said Jimmy Hutcheson, CEO of SPIN.


Global SVP, Engineering & Technology

Jesse Streb


Merging KFC’s iconic brand with unparalleled convenience

KFC website and app

As KFC’s creative technology partner since 2019, we’ve created an omnichannel digital transformation for one of the world’s biggest and best-loved restaurant brands.

We not only overhauled their digital strategy from a creative perspective but also helped build out their new technology – earning one of their Yum! STAR Awards for innovative digital experiences along the way.

Most quick-service restaurants treat their websites as purely transactional moments, assuming that consumers are already converted and ready to order. 

For years, KFC was no different. 

They let third-party delivery services handle most online orders, while they prioritised in-person experiences to reinforce their brand.

But consumer expectations have been shifting rapidly. They demand more convenience and personalisation than ever before, expecting brands to meet – and exceed – their needs online and on the go. With estimates that quick-service restaurants will be 54% digital by 2025, KFC needed an agency partner to help bring their southern hospitality into the digital age.

They tasked us with crafting an industry-leading customer experience, both in-person and online, that would embody the warm, irreverent personality of their brand while pushing them ahead of their quick-service competitors.

Combining Colonel charm with speed

From innovative drive-thru experiences to a completely revamped website and mobile app, we aimed to help KFC sell more finger-licking chicken by fusing the charm of the Colonel with the speed that modern consumers crave. We used insights from consumer research to overhaul the brand’s entire digital approach.

This meant developing new strategies for their menu architecture and photography, elevating their brand with copy in the Colonel’s unique voice, and delivering both creative and technological support for their new best-in-class experience. 

We also created a dynamic design system for a future-proof platform that could scale their brand consistently across all channels.

A convenient and fun website experience 

Through insight-driven personalisation, we created an online and mobile experience that was not only more convenient but also more fun.

We added customisation that allowed customers to reorder their go-to favourites again and again, along with a recommendation tool to inspire new cravings based on previous purchases and behaviours.

An app that connects online and in-person experiences 

We built KFC’s mobile app from the ground up, creating more connectivity between online and in-person experiences.

New features include progress bars, which help consumers track the status of their orders, and digital ticketing, which enables more seamless pick-up and drive-thru.

Scalable design

​​We leveraged the brand’s strong visual identity to build a scalable design system with KFC’s personality infused into every element, from the typography to the overall Americana feel.

We also used the brand’s iconic red in tasteful moments that livened up the experience, like key CTAs, and dialled up the deliciousness with close-ups of flavourful food to inspire craving and encourage discovery.

+13% increase in same-store sales

Our partnership has driven large-scale growth for KFC in the US. By designing a more frictionless online-to-offline experience at drive-thru and pickup, we contributed to a 13% growth in same-store sales over a two-year period (2019-2021). 

Meanwhile, by reimagining KFC’s website and app experience we contributed to significant digital sales growth while bringing the unmistakable brand personality and voice of the Colonel into new digital territories. 

The team also received a Yum! STAR Award for innovative digital experiences.


Head of Marketing US

Kristin Cronin


A new perspective on digital transformation

MUUTO living area

Available in over 600 stores across the globe, Muuto’s contemporary design ethos reflects the enduring aesthetics, functionality and craftsmanship of Scandinavian design tradition. The Copenhagen-headquartered furniture design brand turned to DEPT® to leverage Optimizely technology and help it drive digital transformation to deliver an enhanced customer experience.

New perspectives

Muuto is a suitable name for the Danish design house. Translating as “a new perspective” in Finnish, Muuto aims to continuously seek out, embrace and create new perspectives via their designs and aesthetic expression. 

Muuto’s products have been successful in Denmark and across the globe for a long time. With a steep growth curve, it became necessary to streamline both external and internal processes to further scale internationally and achieve its ambitious growth targets. 

This ambition to make it easier to do business with Muuto, as well as working smarter, kickstarted a comprehensive digital transformation, which started with the development of a B2B platform.

At the core of the project was creating a balance between Muuto’s strong brand identity and a personal, frictionless and efficient customer experience, all to ensure the best possible partnerships. 

DEPT® was brought in together with design studio Norgram and IT consultancy Immeo. In close collaboration with Muuto, a scalable solution was built, bringing to life the vision of launching “a new perspective” on a strong platform and tool. 

Visual Light 197@2x scaled

Digital transformation begins

Our collaboration with Muuto began with a strategic pre-analysis, covering the overall goals for the future platform. As the aspiration for digital transformation was central, this process enabled Muuto to prioritise what was to be developed short-term as well as long-term. 

This resulted in a centralised digital solution that enables easy access to information, self-service tools and an intuitive online shopping experience for B2B customers. 

The solution aims to provide an experience of Muuto’s products as near to real life as possible, through strong imagery and an advanced product configurator, visually communicating tactility, materials, colours and geometry across its full product range.

Through customisation of materials and colours, the configurator offers more than 100,000 different options, allowing B2B customers to utilise the tool in-store, and to pre-configure all combinations according to need.

Exploring products in an extraordinary way

Through the entire process, the focus was on the end user, enabling them to explore and access Muuto’s products in an easy but extraordinary way. 

The solution was channelled into three different sites, to enable personalisation of the experience, and to meet the different needs of all Muuto’s target groups. Ultimately, the core objective was to deliver exceptional customer service across its three core groups:

Designer and architects

A toolbox targeting designers and architects looking for specification tools, information and inspiration, which can be accessed without user-login.


A partner platform for wholesale customers, which requires a login, whereafter the user can order products online, access a personalised dashboard with order details and contacts, as well as segmented product views and inspirational content.


A brand site targeted at consumers and filled with inspiration, in line with the brand and the rest of the site.

Visual Light 177@2x scaled

Digital recreation of brand values

Over the course of two years, DEPT® supported Muuto in its digital transformation.

The result? Sites to service both B2B and B2C customers, built on Optimizely, which not only centralises all of the user’s information and enables online ordering, but also makes it easy for content editors to access and update content based on different offerings and seasonal changes. All of the websites include a next-level product configurator.
Offering a simple but powerful solution that elevates the user experience and customer satisfaction, the new tailored website has been off to a flying start:

  • 20% of the turnover in the regions on-boarded has been put into the platform
  • Muuto has experienced a massive decline in bounce rate on the site, and the overall relevance has increased
  • Muuto’s customer service enquiries on recurring trivial questions have decreased, freeing up time and resources for further development and improved service
  • The site and tool can be used for other projects, such as in virtual sales meetings

Muuto’s core values and exceptional customer service have been digitally recreated and elevated, striking a balance between practicality, elegance, and branding principles, with the help of DEPT®.

Through the new Partner Platform, which meets the needs of all the different collaborators and customers, Muuto has fulfilled the ambition of introducing “a new perspective” in a digital world, mastering the digital transformation.

“I am proud of what we as a team have achieved. We set the bar high and ended up with a result that brings value to our customers and makes us work smarter internally – all in a strong, digital brand universe. We would not have succeeded without strong partners to challenge and guide us through the project.”

Tina Korshøj, Head of Digital at Muuto.

Visual Light 185@2x scaled

Experience the website


Head of Back End Development

Andrew Blyth


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

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