Personalizing Beauty at Scale: How Matas Grew Attributable Sales by 36% with Personalized Recommendations
The Results
Client Overview
Established in 1949, Matas is Denmark’s premier health and beauty retailer. With over 250 stores and Denmark’s second-most-visited ecommerce site, Matas serves millions of customers through both its physical network and robust digital presence. In 2023, Matas expanded its regional footprint by acquiring KICKS, a major beauty retailer across Sweden, Norway, and Finland.
With personalization playing a pivotal role in customer engagement, Matas sought to create a seamless, data-driven experience across all channels—web, mobile, and email. Their long-standing partnership with Algonomy, dating back to 2018, laid the foundation for a phased, scalable personalization program that continues to evolve.
Opportunity
Matas wasn’t looking for just another recommendations engine—they wanted a best-of-breed personalization layer that could unify customer experiences across touchpoints and deliver results at scale. Key business objectives included:
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Creating a coherent and personalized CX across channels
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Driving online profitability and engagement
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Ensuring operational efficiency with fast time-to-market
1 Web & Mobile Personalization
Across home, category, search, item, add-to-cart, and cart/checkout pages, Matas deployed hyper-relevant product recommendations that mirrored campaign messaging and user context.
Key strategies included:
Seamless cross-selling during Add-to-Cart
(For e.g., “More amazing skincare products” or “Bestsellers from the same brand”)
Cart page cross-sells
(For e.g., “Other customers also bought” or “Discounts on your favourite brands”)
Smart replenishment
(For e.g., “Buy again?” and “Your previous purchases”)
2 Email Personalization
Across home, category, search, item, add-to-cart, and cart/checkout pages, Matas deployed hyper-relevant product recommendations that mirrored campaign messaging and user context.
Matas added recommendations to all email journeys and campaigns. With both OOTB strategies and tailored algorithms, marketers could:
- Personalize emails at scale using customer data and behavior
- Match product campaigns to user interests
- Trigger replenishment reminders and promote subscription products
- Maintain brand tone and design consistency without sacrificing relevance
Advanced merchandising and configuration controls gave Matas full autonomy to manage everything in-house—no dev cycles needed.
3 Additional use cases reflect the advanced maturity of Matas’ personalization strategy:
- Landing Pages & Campaign Pages: These are fully automated and personalized to match promotional campaigns with hyper-relevant product assortments at scale, enabling rapid time-to-market.
- Subscribed/Auto-Replenishment Products: De-boosting strategies are intelligently applied to help customers discover new products beyond their routine purchases, adding a layer of thoughtful curation.
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