We decided to give scandiweb full ownership of our eCommerce ecosystem. It was the right choice!
Oskar Röös
CIO at Byggmax
About
Byggmax is a leading DIY retailer in the Nordic region, operating 160+ physical stores across three countries alongside a large-scale eCommerce operation, offering a catalog of more than 55,000 construction, renovation, and home improvement products.
In 2023, their clients were affected by inflation and growing energy prices. This meant Byggmax had to find ways to increase order value without adding friction to the buying experience or increasing acquisition spend. To reach ambitious revenue targets, they integrated a new personalization and marketing automation suite to increase average order value (AOV) and conversion rates across all markets.
Problem
Existing eCommerce demand was not translating into sufficient value per order.
Byggmax operates in a price-sensitive category with tight margins and high transaction volume. External pressures from inflation and rising operational costs heightened the importance of extracting greater value from existing demand. Small inefficiencies in order value compound quickly when applied across thousands of orders.
Email marketing was already in use, but its impact on cart size and purchases was limited.
The issues showed up as:
- Average order value limiting revenue efficiency
- Email activity focused on communication, not fully utilized to influence purchasing behavior
- Limited use of personalization
- Missed opportunities to surface relevant products from a large catalog
- Difficulty scaling manual optimization for high transaction volumes.
Solution
Marketing automation foundation
We integrated Dotdigital and introduced a new marketing automation setup to support core customer journeys and establish a consistent automation backbone for email communication:
- Automated abandoned cart emails
- A structured welcome flow
- Inactive customer re-engagement emails.
Personalization embedded into automation
To more precisely influence purchasing behavior, we implemented Dynamic Yield AI-powered personalization to enable 1:1 personalization at every step of the user journey. Personalization extended into email content, where product recommendations were dynamically generated based on customer behavior.
Content and recommendations were tailored for 10 distinct customer segments, allowing Byggmax to surface relevant products from its 55k+ catalog without manual curation.
Email and SMS working together
Alongside email, SMS was introduced to support high-impact moments, such as post-purchase updates and one-time promotional campaigns. SMS complements email automation by providing timely, transactional, and promotional touchpoints where immediacy matters.
Testing tied to commercial impact
We ran a structured A/B testing program for the website and email content. Variants were evaluated based on measurable commercial performance: increase in average order value and direct revenue impact.
All personalization, automation, and data usage were implemented in compliance with the Swedish Data Protection Act, ensuring that customer data handling met regulatory requirements while scaling across markets.
Outcome
Personalization and marketing automation have become core to how Byggmax supports large-scale eCommerce growth:
- Personalization and marketing automation supported eCommerce growth to $1B/year
- Average order value increased by 15%
The combination of automated email flows, 1:1 personalization for 10 customer segments, and coordinated email and SMS communication allowed Byggmax to extract more value from existing demand while maintaining operational control and regulatory compliance.
If revenue growth is constrained by order value or conversion efficiency, we can help you identify where personalization and automation will have the highest impact.
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