New app focuses on the customer

How do you bring loyal customers closer to the business with valuable content? Søstrene Grene is launching a brand-new app. It’s free from discounts, points, and pop-ups – and that’s entirely intentional.

Cozy living room scene featuring a light sofa adorned with blue and gray decorative pillows, a small round table holding a blue vase with fresh flowers, a green mug, and a soft throw blanket draped over the side. Lush indoor plants enhance the inviting atmosphere, providing a touch of nature to the space.

Results

250%

higher conversion among app users.

380%

higher conversion among DIY and app users.

4,6

out of 5 rating in the App Store

Three smartphones displaying a modern interior design app interface, featuring various furniture products including a table, shelves, and decorative items, set against a light purple background.

Multiple smartphones displaying a home decor website featuring various products, including a floral wreath, a side table, and stylish seating arrangements, with a cozy aesthetic and an inviting atmosphere.

Loyalty

The app functions like a lifestyle magasine, offering everything from inspiration articles and knitting patterns to store finds and much more. It tailors its content to each user’s individual interests and needs.

This also means that the app isn’t a traditional loyalty club. Rather, it builds a community around the “sisterhood” that Søstrene Grene’s loyal customers feel toward the brand and fellow sisters.

A minimalist wooden shelf with metal rods, displaying books, a potted plant, and decorative items in a well-lit room with blue trim, alongside a stack of upholstered stools and colorful wrapped gifts.

A blue modern lamp with a conical shade sits on top of stacked books on a yellow coffee table, accompanied by a patterned cup of coffee in the background.

A blue textured stool with a round seat and chrome legs positioned next to a wooden table on a light-colored wooden floor.

Bridge between offline and online

The app enhances the omnichannel-experience by letting customers carry the whimsical atmosphere of the stores right in their pocket. It provides the shortest route into Anna and Clara’s universe, no matter where the customer is.

At the same time, the app enriches the in-store shopping experience. Customers can, for example, scan products in the store to access information and inspiration. Additional features are on the way, allowing customers to actively engage with the app while exploring Søstrene Grene’s stores.

The technology behind it

For those of us who like to geek out on the app’s technical foundation, here’s the lowdown: the app is built on a full headless content hub (themes/articles, DIYs, and galleries) using Umbraco, with a product feed from the underlying InRiver PIM. Customer segmentation and data are managed via the mParticles CDP. The app’s front end is written in SwiftUI for iOS and Kotlin with Jetpack Compose for Android.

The app was developed in close collaboration with Manyone, who contributed to shaping the overall loyalty concept.

Words from Søstrene Grene

The Søstrene Grene app is a key strategic platform and a central element of our omnichannel strategy. It offers our customers an unprecedented amount of inspiration and creative ideas. With personalised content and features, the app brings our physical stores and Anna and Clara’s digital universe even closer together. Cozy moments and delightful experiences await—making the sisters’ world even more wonderful.

Rasmus SkjøttChief Digital Officer Omnichannel