Fleggaard, and its acquired brand Calle, have long been synonymous with the tradition of Danish‑German border shopping. The road trip across the border, a packed car, and the snacks on the go have been part of the company’s identity for decades. As more shopping moves online, Fleggaard now brings that same sense of tradition into its Click&Collect experience.
Click&Collect began as a practical way for customers to pre-order and pick up. It has since become one of the company’s most important commercial channels. Handling over 4.5 million searches during a 90 day period across an extensive product range, its supported by a search setup that returns results with high precision.
This growth is supported by a rebuilt site developed in collaboration with the e-commerce agency Vertica, the implementation of Relewise for search and recommendations, and the ongoing work of Digital Sales Manager, Rasmus Thomsen.
The goal of the rebuild was to create a foundation that could support sustained growth for Fleggaard, while giving customers a faster, clearer buying experience.
The previous setup made it difficult to adjust relevance or guide demand across thousands of SKUs and to respond quickly to real customer behavior. The team wanted to be able to shape relevance, merchandising, and search behavior in a structured way rather than through manual fixes.
Rasmus’ focus has been to translate customer behavior into actionable improvements. Each week he logs into Relewise to review search analytics, zero-result queries, and product performance. This consistent cadence is a key part of the channel’s success.
If customers search for items and receive no results, he adds synonyms or adjusts rules. If a product gains momentum or continues to sell well despite limited search volume, he strengthens its visibility. Recent boosting tests show item views increasing by 78–200% on boosted products in sample periods, with several SKUs showing early positive lifts. If interest declines, he lowers its prominence to keep the experience both relevant and commercially sound.
Rasmus uses merchandising rules to filter out restricted categories, prioritize items that are in stock or carry higher margins, and manually pair complementary products such as wine with glassware or chips with dip.
This blend of automation and human judgment keeps the catalog compliant, relevant, and commercially aligned. Insights from these reviews also inform broader campaign planning. By tracking early spikes before key events like Black Friday or Christmas, Rasmus knows which products to promote or stock up on.
Strengthened by the rebuild and by Relewise becoming a central part of how orders are completed, Click&Collect has grown steadily year over year. The reduction in manual work makes room for more deliberate merchandising, including a stronger focus on high-margin items.
Relewise now influences between 74%–84% of all orders. Search helps people find what they need fast, and once shoppers move past search, recommendations continue that momentum across the rest of the buying experience. The cart step alone is involved in 12.9%–18.45% of the total orders mentioned previously, and the purchased-with section on product pages contributes to another 22%.
The combination of a scalable site, strong search performance, and consistent weekly adjustments has helped give Fleggaard a competitive edge in a market that has not traditionally been known for digital agility.
Automation carries the core relevance, and the outcome is a storefront that’s simple to run, intuitive to shop, and steady in its conversion impact.
Fleggaard is also looking ahead. The team is exploring how next-generation search can better understand intent in everyday language, opening the door to more intuitive interactions, such as asking “I’m hosting a party for fourteen people – what do I need?” and receiving a relevant set of suggestions.
This direction supports Fleggaard’s goal of making the online experience feel as natural as shopping in person and reflects the company’s ongoing use of data and human insight to guide the customer journey.
With steady operational routines and a clear roadmap for smarter search, Fleggaard is building a digital channel that carries its heritage forward and sets the foundation for continued growth.