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.
Key results (eight months)
20%online revenue attributed to Wisepops campaigns
8K+new leads collected with a 17% signup rate
23%increased AOV for customers who interacted with Wisepops campaigns
992orders placed after interacting with Wisepops campaigns
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
"Wisepops gives us the ability to do things we wouldn't be able to accomplish otherwise, as they would require significantly more resources. Thanks to Wisepops, we can enhance our campaigns using formats we wouldn't typically use."
Esa Koskentalo, ecommerce manager, Vepsäläinen
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:
Key learning
Product-specific notifications dramatically outperform generic promotions. Vepsäläinen's customers responded 6x better to targeted messaging about specific furniture pieces they've viewed.
"Wisepops gives us the flexibility to do things that we wouldn't be otherwise able to do—at least with current resources. Campaign ideas for promoting specific furniture brands or seasonal collections that would have died in development queues now launch in minutes."
— Esa Koskentalo, ecommerce manager, Vepsäläinen
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.
Pawel Lawrowski
Pawel is the Head of Growth at Wisepops and an expert in lead generation, popups, ecommerce, and onsite marketing.
With over a decade of experience in digital marketing and ecommerce, he has both build marketing teams from scratch and led strategic business growth projects.
Pawel has worked with countless online businesses on marketing strategies and is now sharing his knowledge. Previously, he was an head of growth at Tidio, where his responsibilities ranged from creating marketing materials to building acquisition channels.
Education
West Pomeranian University of Technology
Certifications
Marketing Strategy (course)
Advanced Growth Strategy (course)
Retention & Engagement (course)