Vepsäläinen's Onsite Marketing Playbook: €78K+ Attributed Revenue in 8 Months

About Vepsäläinen

One of Finland's leading furniture and home decor retailers serving homeowners, interior design enthusiasts, and B2B customers. Specializing in high-end furniture with 15+ physical stores across Finland, Vepsäläinen retails world-renowned brands like Fritz Hansen, Vitra, and Louis Poulsen alongside their extensive ecommerce platform.

The challenge

Vepsäläinen faced a frustrating reality: while they could technically realize different types of campaign implementations, it required significant developer effort and time. Simple promotional elements for furniture collections meant extensive development work that wasn't always justified for short-term campaigns.

Specific pain points included:

• Product page limitations: No way to add promotional elements to product pages without developer help

• Resource constraints: Marketing ideas dying in development queues due to limited technical resources

• Lack of advanced targeting: Previous popup tool offered basic functionality but lacked sophisticated customer segmentation

• Missed opportunities: Unable to capitalize on seasonal shopping trends or test campaign ideas quickly

The winning playbook

These campaigns ran for eight months, from November 2024 until June 2025.

1. Using the non-intrusive feed for visitor engagement

The subtle notification feed became one of Vepsäläinen's most effective visitor engagement channels, achieving 11.4% CTR by providing non-disruptive nudges. Finnish customers responded exceptionally well to this channel for promoting furniture collections, cart reminders, and new arrivals.

"Every channel has been effective, but the notification feed is definitely at the top of the list," notes Esa Koskentalo.

2. Strategic discount & email capture

Targeted email signup campaigns (popups, embeds, and bars) with seasonal promotions and discount incentives drove strong email list growth, achieving signup rates of 24.7% while generating immediate revenue from new subscribers.

3. Contextual embeds that boost urgency and average order value

Strategic embeds across product pages created urgency without disrupting the browsing experience—flash sales, room completion suggestions and informational messages like this one...

and promotions of special offers in the outlet:

4. Smart behavioral & advanced targeting

Cart abandonment and browse-based campaigns proved highly effective for furniture's longer consideration cycles, recovering potential lost sales through timely, relevant messaging.

Beyond behavioral triggers, Vepsäläinen leverages Wisepops' advanced targeting capabilities for precision marketing:

"With Wisepops, we can target a very specific group of people. For example, if we want to run a campaign to get people to visit a specific physical store of ours, we can do it with Wisepops."

These advanced targeting options allow them to target very specific segments of people, enabling personalized messaging (like custom properties containing specific brands).

Example:

A geolocation display rule was configured to target only visitors from Tampere, Finland, showing them a personalized campaign announcing the opening of a new local store:

Here is the design of that campaign:

Results

In just eight months, Vepsäläinen transformed from a marketing team limited by developer resources to one that executes campaigns in minutes.

They achieved a 27.9x ROI through:

• €77,954 in attributed revenue

• 148 conversions from targeted campaigns

• 2,500+ new marketing contacts

• 21% higher AOV from Wisepops campaign interactions

• Independence from the developer team

• Scalable system for continuous growth

Results are based on Wisepops analytics with session-based attribution. All campaigns ran from November 2024 until June 2025.