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Personalizing Beauty at Scale:
How Matas Grew Attributable Sales by 36% with Personalized Recommendations
Segment
Health, Beauty & Wellness Retail
Objective
Deliver a best-in-class customer experience, increase online sales, and drive operational efficiency at scale
Product
RecommendTM
Outcomes
YoY growth in attributable sales
increase in orders via recommendations
increase in items sold via recommendations
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:
01
Creating a coherent and personalized CX across channels
02
Driving online profitability and engagement
03
Ensuring operational efficiency with fast time-to-market
Solution
Matas uses Algonomy RecommendTM across web, mobile, and email, with coverage across key customer journeys.
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”)
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.
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.
Results
Matas saw impressive YoY gains after expanding personalization across web, mobile, and email:
36%
Lift in attributable sales from recommendations
49%
Increase in orders via recommendations
38%
Increase in items sold via recommendations
20%
Growth in total site views
9.34M
Clicks on recommendations, with improved CTR (1.6%)
These results highlight not just growing shopper engagement, but also the effectiveness of real-time personalization in driving revenue.
What’s Next for Matas + Algonomy
Building on this success, Matas is now preparing for the next phase of its personalization journey with Algonomy. A key initiative is the integration of Matas’s real-time CDP, Tealium, with Algonomy’s personalization engine to enable more intelligent, synchronized targeting across channels.
This integration will lay the groundwork for advancing from pure product recommendations to full-experience personalization—where customer data and product logic come together to create contextually relevant moments at every touchpoint.
“All I care about is relevance on the customer’s terms—full transparency and real control. Algonomy helps us make every interaction meaningful without compromising trust or customer experience.”
Peter Hestbaek SVP of Digital Sales, Matas
Looking to hyper-personalize your marketing? Let’s talk.
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