Related accessories on PDPs
To enhance the visibility of relevant accessories, Elkjøp tested displaying two accessories in the buy box on product detail pages alongside a "see more" button, aiming to increase the add-to-cart (A2C) rate for accessories. Previously, accessories were only visible in a popup after adding the main product to the cart. The test, launched in October 2023, tracked metrics for both the popup and buy box to gain nuanced insights. If a customer added accessories from the buy box, those items were excluded from the popup to reduce confusion.
Following promising initial results, the test was expanded to all markets for Black Friday period, supplemented by newsletters promoting accessories. The A/B test results showed significant increases in accessories added to carts across all markets, with Finland seeing a 55% increase, Denmark and Sweden 32%, and Norway 26%. To account for seasonal variations in customer behavior, a re-test was conducted and yielded similar results, leading to the permanent implementation of this solution across all markets.
API popup recommendations for products without assigned accessories
To address the lack of visibility for products without assigned accessories, Elkjøp developed a feature using Dynamic Yield API recommendations to display relevant products in a pop-up after an item is added to the cart. This ensures all products, even those without assigned accessories, have suitable pairings visible to customers.
Launched in early spring 2024 and initially tested in two markets with a "Purchased Together" algorithm, the feature has shown promising results, with A2C rates increasing by up to 29.5% and A2C revenue by up to 34% in some categories.
This initiative contributed to the best peak season in Elkjøp’s online history, achieving 2.1 BNOK in sales over two weeks with a positive margin. It helped the company to exceed its budget every day, resulting in a 43% growth versus budget and 21% growth compared to the previous year, placing e-commerce 700 MNOK ahead of budget and 400 MNOK above 2022 figures.
