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SEAB makes advice scalable
SEAB manages a broad portfolio with different choice questions for every brand. With BerryPath, the team turns product expertise into short, reusable advice flows. Gorilla is the first live application.
Case context for SEAB Finland
The short version of the buying situation, assortment and goal before the detailed story.
Every brand brings another choice question
SEAB's portfolio spans well-known branded products and patented specialty products, with a strong focus on automotive and maintenance categories. Visitors encounter a different decision process for every brand and product group.
That expertise already exists within SEAB, but a webshop category cannot automatically ask the clarifying questions a product specialist would ask. Filters also assume that visitors already understand the relevant specifications.
The opportunity was bigger than one product finder: create a repeatable way to capture brand-specific expertise, publish it at the moment of comparison and refine it without rebuilding the webshop for every category.
48.5%
Click-through to a recommended product
23.2%
Higher order value on advised orders
A shared foundation with brand-specific advice
SEAB can reuse the same compact advice model while adapting the content, matching and styling to each product group. Gorilla is the first live proof of that approach.
- Capture the choice logic per brand Questions start with the situation a customer recognises, rather than internal product terminology.
- Connect answers to product data Brand-specific properties and matching rules turn each route into a useful shortlist.
- Publish the advice where doubt starts The Flow widget can sit on a category or campaign page and lead visitors back into SEAB's product range.
The first live application: Gorilla
SEAB starts with a category where practical needs matter more than product names. The Flow widget sits directly above the Gorilla product grid, so visitors can ask for help without leaving the webshop or interrupting shoppers who already know what they need.
Brand-specific matching in one reusable model
The structure can stay consistent while the questions and matching remain specific to each brand. For Gorilla, practical properties such as water and UV resistance, temperature, surface type, removability and bond strength steer the recommendation.
Advice leads back into SEAB's assortment
The result shows a focused shortlist and explains the relevant match below every card. Visitors understand why a product fits, then continue directly to the corresponding SEAB product page.
One platform, a distinct experience for every brand
Each Adviesflow can retain the language, imagery and accent colours of its brand while SEAB manages the same underlying question, matching and publishing workflow. The Gorilla implementation shows that approach on desktop, tablet and mobile.
- Brand-specific language, questions and product logic
- Flexible styling for each brand identity
- One responsive publishing model for every webshop placement