About

Skoringen is one of Scandinavia’s leading footwear retailers, operating a large omnichannel business with both a strong physical store network and a growing online presence. With a broad assortment of shoes across brands and styles, guiding customers to the right choice is a critical part of the buying experience.

Historically, much of that guidance has taken place in-store, where staff help customers with sizing, fit, and trends.

The Challenge

Skoringen initially explored AI-chat as a way to handle an increasing volume of repetitive support questions, particularly outside opening hours.

Many inquiries followed similar patterns:

• Questions about sizing and fit 

• Availability and stock

• Delivery and returns 

The original goal was to automate these recurring questions efficiently. However, once live data began coming in, a different picture emerged.

The Approach 

As the solution was rolled out, it became clear that customers were not primarily looking for “support” - they were equally looking for guidance at the point of purchase.

Dialog Intelligens worked closely with Skoringen to evolve the solution beyond basic automation by:

• Deeply integrating product data to strengthen recommendation quality 

• Building intelligent size guides to support fit-related decision-making 

• Integrating with Skoringen’s physical store stock system 

This enabled a seamless omnichannel experience, where the AI could: 

• Recommend the right product and size 

• Detect when an item was out of stock online 

• Proactively guide customers to their nearest physical store with availability

Results

The result was an AI experience that mirrored in-store assistance, with data to illustrate it:

• 56% of all questions were product-related or recommendation-driven

• 85%+ CSAT on product recommendations, supported by deep integration with Raptor Services’ product recommendation data

• 53% of all conversations took place outside opening hours, clearly demonstrating unmet demand for guidance beyond staffed support hours in omni-channel setups

Takeaway

The Skoringen case shows that customers don’t separate “support” from “shopping” - they simply want help when decisions matter.

By grounding automation in real customer behaviour and investing in deep integrations across product data, sizing logic, and physical store inventory, Skoringen turned a support-driven chatbot into a digital sales companion that works across channels and around the clock.