The results
In just five months, K-RAUTA saw measurable gains:
79,7%
Search conversion
growth
growth
91,1%
Revenue per session
growth
growth
500 K
active SKUs ranked, filtered, and searchable with precision
Who is our client?
K-RAUTA is one of Estonia’s leading home improvement and DIY retailers, serving customers both online and in-store.
Operating in Estonia as part of the wider Kesko group, K-RAUTA focuses on making home improvement shopping easier
through a strong product assortment, competitive pricing, and a seamless digital experience.
About integration
Industry
Retail in the home improvement and DIY sector
Monthly traffic
700k visits
Platform
Custom
A/B test for 5 months
Nosto
Migration from
Nosto
Key challenges
Multilingual complexity
Multilingual complexity: Estonian compounds, plurals, and subtle nuances often led to missed results.
Search usability drop-off
Especially on mobile, where speed and relevance were falling short.
Broad search terms
Popular brand queries like “Samsung” or “Bosch” needed smart subcategory suggestions and accurate filtering.
Seasonal and trend sensitivity
Customers expected timely results, like summer tires in April, not winter ones.
Zero-result queries
Required smarter handling with AI-driven synonym matching and better query
understanding.
understanding.
Personalization
Needed to reflect real user behavior (e.g., an Apple fan searching "phones" shouldn't see Nokia first).
Solution
LupaSearch and Kesko Senukai Digital took a collaborative, agile approach to solve these issues. Key initiatives included:
AI-powered synonym engine & long-query understanding
Leveraging OpenAI to reduce zero-result searches and interpret complex queries.
Manual keyword testing
Focused improvements on high-traffic queries ensured control during the A/B phase.
Sales-data-based ranking
Prioritized in-demand, high-performing products without relying solely on passive AI learning.
Estonian language fine-tuning
Tailored the engine to handle compound words and plural/singular variations.
Intelligent subcategory filters
For generic terms like “Bosch,” search now smartly surfaces drills, kettles, dishwashers, etc.
Accessory vs. primary product distinction
Core items displayed first, accessories shown below.
Fast loading times
Especially improved for mobile users, boosting engagement and satisfaction.
Trend detection and exception handling
For example, “Stanley bottles” were prioritized over tools, reflecting current demand patterns.
Search UX compliance
Legal display requirements (e.g., VVTAT) were embedded directly into the search interface.
We saw LupaSearch evolve into a truly powerful tool—not just a plug-and-play engine, but a real partner. From handling Estonian
linguistic nuances to delivering real-time seasonal relevancy and trend insights, the platform adapted quickly. The admin interface,
performance, and intelligent ranking logic made a clear impact on both our business KPIs and the customer experience.
Jaunius Danielius
Head of Sales, Kesko Senukai Digital
Head of Sales, Kesko Senukai Digital
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