About

Intersport Denmark is one of the country’s leading sports retailers, offering a broad assortment across categories such as running, football, training, and outdoor. With a wide catalog spanning many brands and use cases, the business operates in a highly complex retail environment where helping customers find the right product is critical to the purchase decision.

As part of its ongoing focus on improving the digital customer journey, Intersport has invested in solutions aimed at supporting customers with automated support and during product discovery.

The Challenge

At the core of the challenge was not a lack of product data, but the difficulty of translating that existing complexity into relevant, purchase-oriented guidance in real time for customers navigating the webshop.

More specifically, they experienced:

• Challenges in generating effective and actionable product recommendations within the chatbot interface

• A gap between available product data and its translation into clear, customer-relevant buying guidance

• Limitations in supporting customers with real-time decision-making during their webshop journey, despite the original intent of the initiative

It was within this context that Intersport Denmark reached out with an interest in testing our alternative, e-commerce–focused chatbot approach, aimed at better converting product complexity into actionable guidance at the point of purchase.

The Solution 

In the autumn of 2025, Intersport Denmark went live with our AI Shopping Assistant, approximately one week from decision to pilot-implementation.

The solution is designed specifically for e-commerce use cases, with an emphasis on understanding customer intent, guiding product discovery through dialogue, asking intelligent questions like an in-person sales assistant, and giving personal recommendations directly in the chat.

Rather than functioning as a traditional support chatbot, the assistant is built to act as a digital sales advisor, helping customers make informed product decisions at the moment of intent, all while providing support if needed later during the customer journey.

Results

Already within the first month after go-live, the business impact was measurable:

• Almost 4.000 automated customer conversations

• 27% order conversion rate

• 50% higher average basket size compared to the site overall 

Conversation data also revealed a clear pattern in customer needs: 39% of all conversations were related to product questions and recommendations 

Takeaway

The Intersport Denmark case demonstrates that the value is not in having an AI-chatbot alone, but in developing something that can go beyond simple FAQ and guide consumers throughout the entire shop in a natural manner.