Case Study: KappAhl converts physical shoppers into online buyers with Optimizely Commerce

KappAhl converts physical customers to online shoppers

KappAhl is a leading Nordic fashion retailer founded in 1953 with 380 stores and about 4,000 employees, offering value-for-money apparel designed in-house and a strong sustainability agenda. The company faced the challenge of rapidly shifting large numbers of in-store shoppers to digital channels—an imperative made urgent by the COVID-19 pandemic—and needed to align physical and online experiences for its broad customer base.

Using Optimizely Commerce (with implementation support from Knowit), KappAhl rolled out capabilities like click-and-collect, fast home delivery, and a “personal shopping” pop-up service to help customers buy online. The result: about 1–1.5 million weekly visitors, online sales growing to 7% of turnover, and conversion rates and average order value rising faster than traffic as many former in-store customers began buying online, boosting repeat purchases.

KappAhl

Maria Walmu

Online Manager