Voyado: Retail rewired

I’ll start by addressing the elephant in the room — I’m not Max. If you’ve seen the brochure, you might’ve expected Max, our UK Sales Director, who recently joined Voyado from Northstowe. The plan was to do a panel discussion on loyalty and personalisation, but instead, I’ve got the pleasure of walking you through some of our favourite customer stories. I’ve pulled together a few case studies to bring the topic to life and to give you a sense of what we do at Voyado — especially if you haven’t come across us before. Voyado has two main products. One focuses on marketing automation and loyalty, and the other on search, recommendations, and merchandising. But rather than thinking of them as separate tools, we like to think of them as part of one continuous journey — from acquiring customers to retaining them through meaningful, personalised experiences. Our marketing automation and loyalty platform helps retailers acquire customers both online and in-store, and then make those experiences more personal. It also acts as a CDP (Customer Data Platform), helping brands segment audiences and build stronger, smarter marketing. The second product is all about the onsite experience — search, merchandising, and product recommendations. This is where customers land, explore, and decide. When you combine both platforms, you can take what the CDP knows about past purchases and behaviours, and use that to personalise the onsite journey in real time. It becomes a feedback loop that strengthens every touchpoint. That’s my quick pitch — short and sweet. Now I want to focus on three customer stories, through the lens of loyalty, search, and customer experience. Loyalty
Loyalty has been one of the biggest growth areas for us in the UK over the past two years. Voyado is originally a Swedish company, and we’ve only been in the UK market for about three years — but already, around 50% of our incoming interest is focused on loyalty. There’s good reason for that. Just a 5X increase in customer loyalty can lead to a big jump in repurchase rates. Loyal customers are 4X more likely to refer your brand, and 7X more likely to forgive you if something goes wrong. If you’ve ever had a bad experience with a brand you love, chances are you gave them another chance. But if it’s a brand you don’t know, you probably didn’t return. A great example of how to build loyalty comes from Nudie Jeans, a Swedish brand with a few stores here in London. Their loyalty journey actually started as a response to GDPR. Like many companies, they realised they were about to lose a huge chunk of their database overnight. So they needed a compelling reason for customers to stay connected. That’s when they launched their lifetime repair programme. Customers can bring in their Nudie jeans — no matter when they bought them — and have them repaired for free. They also get discounts if they decide to trade in their old pair for a new one. It’s a smart, sustainable, and emotionally resonant approach that not only respects the customer but encourages long-term brand connection. Search
Now let’s talk about onsite search — one of the most overlooked parts of ecommerce. Searchers are your most intentional shoppers. They’re actively looking for something, and that makes them 2–3% more likely to convert. But many retailers still treat search like a basic utility. They don’t optimise it, personalise it, or use it to inspire. Some common issues we see include poor handling of misspellings or synonyms, static results that don’t reflect merchandising priorities, and a general lack of relevance or inspiration in search results. A standout example of getting it right is H&M, one of our longest-standing customers. They’ve also become minority shareholders in Voyado, which speaks to the strength of our partnership. H&M uses a feature called Slices, which lets them blend campaign content, product feeds, and AI to create a dynamic, personalised search experience. They can highlight products that are trending, newly back in stock, or personalised based on the user’s browsing and purchase history. It makes the site feel fresh and tailored every time a customer visits. Customer Experience: Ellis Brigham
Finally, let’s look at Ellis Brigham, a UK retailer who’s had a major digital transformation over the past few years. They replatformed and rolled out a full omnichannel setup. With Voyado, they’re now using both our loyalty/CRM platform and our onsite personalisation tools. This means they can identify customers whether they’re in-store or online, tailor product recommendations to their preferences, and understand the full lifecycle of their shopping behaviour. If you’re someone who skis, you’ll know you don’t buy a new jacket every season. Ellis Brigham can track when someone last bought a big-ticket item and time future marketing accordingly — so the offers are actually relevant, not random. This kind of customer insight is what retailers need more of. It makes the experience feel personal and considered, rather than overly automated or purely sales-driven. Closing Thoughts
Our goal at Voyado is simple: we want to be the most loved customer experience partner for retailers in Europe. We’re proud of our Nordic roots and excited about growing in the UK and beyond. If you’re curious about how we can help your brand improve loyalty, search, or the customer journey as a whole, feel free to reach out or check out the rest of our content. Thank you — and enjoy the rest of The Big Huddle.