Case Study: Norrøna achieves 50% higher conversions with Segment

How Norrøna built a recommendation engine that increased conversions by 50%

Norrøna, a 90‑year‑old Scandinavian outdoor clothing brand that shifted from wholesale to direct‑to‑consumer, faced a major e‑commerce challenge: helping customers navigate 350 new products across 18 collections and converting browsers into buyers. Their existing manual system of hand‑picked complementary products was time‑consuming and poorly aligned with how customers actually browsed and discovered items.

They built a recommendation engine in about six months using Segment for clean customer data capture and Google Cloud (BigQuery, App Engine) for daily collaborative‑filtering model training and an API that scores product‑to‑product proximity. Replacing manual lists with algorithmic recommendations not only saved significant manual labor but, in A/B tests, boosted conversion rates by 50% and improved click‑throughs; the product‑pair graph also revealed catalog insights useful for merchandising and future use cases.

Norrøna

Thomas Gariel

Product Manager