What was the main reason you chose Sift Lab?
The main reason we chose Sift was to move from fragmented analysis to structured, actionable customer insight. Operating across multiple markets and brands, we lacked a consistent view of our customer base, and it was difficult to translate insights into continuous activation.
Sift gave us a normalized layer on top of our existing data, making it easier to understand customer behavior across markets and turn that into prioritized actions – primarily through our owned channels.
“Sift Lab has supported us with up to a 10% uplift in email-driven revenue, while also strengthening how we work with continuous optimization rather than one-off campaigns.”
Martin Hillgren
CCO at Health and Sports Nutrition Group AB
What are the biggest needs and challenges that Sift Lab solves for you?
Before the partnership, we struggled to get a clear and proactive view of our customer base. Segmentation was often manual and reactive, and at times based more on trial and error than structured insight. It was difficult to scale personalized communication across markets, and even harder to do it consistently.
Sift addresses this by automating insight generation and translating it directly into targetable audiences. Instead of manual list work, we now operate with continuously updated, insight-based segments that can be optimized over time. This has improved both efficiency and relevance in our communication and offers.
It has also helped us better understand the customer journey — which behaviors drive long-term value and where we need to focus on securing profitability. This is supported by automated second-purchase flows, replenishment logic and product recommendations, which make our retention work more systematic and scalable.
What in our platform or offering feels most valuable for you?
The most valuable aspect for us is the ability to move seamlessly from insight to action. Sift gives our CRM team a practical toolkit to develop hypotheses, ground them in data, activate defined segments, and continuously follow up on performance — all within the same framework.
We can quickly build relevant audiences based on behavior, offers, or predicted conversion potential, and translate that into targeted communication without heavy manual work. This has increased the speed of activation, reduced administrative effort, and improved the overall quality and relevance of our messaging.
From a commercial perspective, this has supported up to a 10% uplift in email-driven revenue, while also strengthening how we work with continuous optimization rather than one-off campaigns.
How did you first hear about us?
We first came across Sift Lab through dialogues in the Nordic e-commerce network and through a recommendation from one of our consultant partners. We were also relatively early on the platform, and what stood out to us early was the strong feedback we heard around both the support level and the practical value of the solution.
The fact that Sift could work well together with Voyado, without requiring heavy integrations or large technical projects, made it an easy opportunity to explore further.
What made you decide to get started?
Two things made us decide to move forward. First, Sift Lab was able to demonstrate concrete use cases that were directly relevant to our business, especially within retention and CRM activation. Second, the business case was clear and focused on improving the performance of our existing customer base, particularly through more relevant segmentation and communication.
To ensure a strong start, we also ran an onboarding project together with the Sift team to implement key use cases and establish a structured way of working in the platform. Since then, we’ve seen up to a 10% uplift in email-driven revenue, along with positive early indications of improved purchase frequency.
