The 2025 Personalization Index Report
Triggerbee’s Personalization Index includes original data from analyzing more than 200 of the largest retail and ecommerce brands in the Nordics. Insights, trends, and deep dives of how the best brands create amazing customer experiences and how they use customer data to drive profitable growth.
STATS
PERSONALIZED SIGNUP
18,8%
of retailers let you personalize the newsletter
CONTINUED SEARCH
33,3%
of retailers save your search for a second visit
PREFERENCES
59,9%
of retailers offer account-based preference settings
RECOMMENDATIONS
94,3%
of brands use product recommendations onsite
Analyzing & Surveying Top Brands
Pre-work
Visit websites, sign up to newsletters, register accounts, and add products to carts a month in advance to trigger communications and flows.
Manual analysis
Manual review and analysis of website key pages – homepage, category pages, product pages, membership pages, cart, checkout, etc.
Survey (NEW)
Candidates are asked to respond to a 10-question survey to gain even deeper insights.
Final scoring
We combine the data from our manual analysis and the brand survey, and apply a proprietary score calculation.
200+
Brands analyzed
10000+
Data points
100+
Loyalty programs
100+
Newsletters
Nominees 2025
| Company | Category |
|---|---|
| Dustin Home | Consumer Electronics |
| Hi-Fi Klubben | Consumer Electronics |
| Swappie | Second Hand |
| Stronger Label | Sports & Leisure |
| Royal Design | Home & Interior |
| Kid | Children |
| Brothers | Fashion |
| Interflora | Hobbies |
| Kekäle | Fashion |
| Twistshake | Children |
| Partioaitta | Sports & Leisure |
| Nelly | Fashion |
| Fjellsport | Sports & Leisure |
| Bik Bok | Fashion |
| NA-KD | Fashion |
| Linda Johansen | Beauty |
| Finnish Design Shop | Home & Interior |
| Synsam | Accessories |
| Weekday | Fashion |
| Shaping New Tomorrow | Fashion |
| Gigantti | Consumer Electronics |
| Clas Ohlson | Hobbies |
| Granit | Home & Interior |
| Elgiganten | Consumer Electronics |
| MaxGaming | Hobbies |
| Lekia | Children |
| Cervera | Home & Interior |
| Bangerhead | Beauty |
| Polarn O. Pyret | Children |
| Apotek Hjärtat | Pharmacy |
| Komplett | Consumer Electronics |
| Cellbes | Fashion |
| Kappahl | Fashion |
| Luhta | Fashion |
| Sportamore | Sports & Leisure |
| Suomalainen | Books & Magazines |
| Boozt | Fashion |
| Lekmer | Children |
| Zalando | Fashion |
| COS | Fashion |
| Sokos | Retail |
| Iittala | Home & Interior |
| Boomerang | Fashion |
| Panduro | Hobbies |
| Stockmann | Retail |
| Eurokangas | Home & Interior |
| Kronans Apotek | Pharmacy |
| Bagaren och Kocken | Home & Interior |
| Rains | Fashion |
| Farmasiet | Pharmacy |
| Halti | Fashion |
| K-Bygg | Construction |
| ILVA | Home & Interior |
| Elon | Consumer Electronics |
| Outnorth | Sports & Leisure |
| Plantorama | Home & Garden |
| Miele | Home & Interior |
| Fleggaard | Food & Beverages |
| Cubus | Fashion |
| Filippa K | Fashion |
| Bolia | Home & Interior |
| Coolstuff | Accessories |
| Hemtex | Home & Interior |
| Jula | Home & Living |
| Skruvat | Hobbies |
| Elkjøp | Consumer Electronics |
| About You | Fashion |
| Power | Consumer Electronics |
| Arken Zoo | Pets |
| Hööks | Pets |
| Dressmann | Fashion |
| Pandora | Jewelry |
| Vepsäläinen | Home & Interior |
| Babyshop | Children |
| Apotek 1 | Pharmacy |
| Gents | Beauty |
| Apohem | Pharmacy |
| Björn Borg | Sports & Leisure |
| Svenssons | Home & Interior |
| Bodystore | Beauty |
| H&M | Fashion |
| Vita | Beauty |
| Bahne | Retail |
| Get Inspired | Sports & Leisure |
| Boob Design | Children |
| CAIA Cosmetics | Beauty |
| Marimekko | Fashion |
| Ark | Fashion |
| Bubbleroom | Construction |
| Bygghemma | Beauty |
| Strong | Fashion |
| MQ | Sports & Leisure |
| Intersport | Books & Magazines |
| Akademibokhandeln | Home & Interior |
| Jysk | Sports & Leisure |
| Naturkompaniet | Fashion |
| Gina Tricot | Fashion |
| Afound | Consumer Electronics |
| CDON | Sports & Leisure |
| Fjällräven | Home & Interior |
| KitchenTime | Hobbies |
| Varusteleka | Construction |
| Bygger’n | Consumer Electronics |
| Bang & Olufsen | Accessories |
| Søstrene Grene | Sports & Leisure |
| RevolutionRace | Beauty |
| KICKS | Consumer Electronics |
| Webhallen | Food & Beverages |
| Fiksuruoka | Fashion |
| Arket | Home & Interior |
| Jotex | Fashion |
| iDeal of Sweden | Home & Interior |
| Mio | Beauty |
| Lyko | Home & Living |
| Puuilo | Books & Magazines |
| Adlibris | Consumer Electronics |
| Kjell & Company | Sports & Leisure |
| Stadium | Fashion |
| Scorett | Fashion |
| Lindex | Accessories |
| Mockberg | Fashion |
| Swims | Home & Interior |
| Reunion Home | Fashion |
| Miss Mary | Children |
| Geggamoja | Beauty |
| Care of Gerd | Fashion |
| Morjas | Beauty |
| Harmoniq | Home & Interior |
| Green Little Heart | Food & Beverages |
| 11 Hektar | Fashion |
| Sisterly Tribe | Food & Beverages |
| Lakritsroten | Food & Beverages |
| Ishavet | Home & Interior |
| Tunnelväxthus | Home & Interior |
| Smarta Saker | Fashion |
| Local Rule | Fashion |
| J. Lindeberg | Retail |
| NK | Retail |
| Amazon.se | Fashion |
| John Henric | Second Hand |
| Sellpy | Fashion |
| Nordic Spectra | Fashion |
| Indiska | Fashion |
| Nordic Nest | Home & Interior |
| Vetzoo | Pets |
| Åhléns | Retail |
| Rituals | Beauty |
| Spelbutiken | Hobbies |
| Biltema | Home & Living |
| Inet | Consumer Electronics |
| Knittingroom | Hobbies |
| Casall | Sports & Leisure |
| Jollyroom | Children |
| Parfym.se | Beauty |
| Gymgrossisten | Sports & Leisure |
| Cykloteket | Sports & Leisure |
| Designtorget | Home & Interior |
| IKEA | Home & Interior |
| Johnells | Fashion |
| Lagerhaus | Home & Interior |
| Zoo.se | Pets |
| Flying Tiger | Accessories |
| BoConcept | Home & Interior |
| Harald Nyborg | Home & Living |
| Les Deux | Fashion |
| Whiteaway | Consumer Electronics |
| Samsoe Samsoe | Fashion |
| Magasin | Retail |
| LEGO | Children |
| Prisma | Retail |
| Asko | Home & Interior |
| Stark | Construction |
| Moomin Shop | Children |
| Novita | Hobbies |
| Karkkainen | Retail |
| Mjuk Home | Home & Interior |
| Bilia | Retail |
| Helly Hansen | Sports & Leisure |
| Plantasjen | Home & Garden |
| Stormberg | Fashion |
| Blivakker | Beauty |
| Barnas Hus | Children |
| Brilleland | Accessories |
| Cavour | Fashion |
| Granngården | Home & Garden |
| Apoteket | Pharmacy |
More details
Every brand is reviewed and scored based on multiple criteria. This score is the brand’s own and is compared to the other brands on the list. For this year’s edition of the PINDEX report, we have also surveyed the candidates and taken that data into consideration.
Here’s how it works:
- 1 month before analysis, we sign up for newsletters, memberships, and abandon a cart.
- On analysis day, we review the website’s key pages – homepage, categories, products, membership, cart, checkout – both when logged in and out.
- Features like product recommendations, tailored content, and other journey-enhancing features based on our history with the brand earn points.
- Company emails are reviewed and scored based on segmentation, content, and customization level.
- Loyalty programs are reviewed and rated based on offers, personal touch, and other CX elements.
- A survey is sent to e-commerce brands to gain deeper insights into their personalization efforts, and score them additionally based on that.
SURVEY INSIGHTS
On which channels do you use personalization today?
31%
of the retailers responding to the survey use personalization in emails, followed by website (26%) and SMS (21%).
Personalization has a role across every channel where customers engage – from websites and emails to mobile apps, ads, and even retail stores. On websites, it helps guide product discovery; in emails, it drives click-throughs, and the list goes on.
