Creating intelligent, optimized online presence for immersive and satisfying consumer experience. Large retailers are also publishers; like media companies, they often have editorial, user generated and product content. This Leiki Case Study on the leading Northern European retailer Kesko shows how both content owners and consumers benefit from Leiki's intelligent recommendations.

1. for
The User Centric Retailer
Creating Intelligent, Optimized Online Presence
for Immersive and Satisfying Consumer Experience

2. Challenges of an online retailer
How to:
Potential customers  get more traffic? Products and services to sell
 increase sales?
 keep users?
Everyone is using SEO and SEM.
But people only search when the content is hard to find...
From Search to Discovery.
From Brands to Relevancy. www.leiki.com
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3. Solution: Content Recommendation
Personal profiles of Product profiles
purchase interests
Recommend relevant content based on context or behaviour.
Across all of your sites and on any media site.
From Search to Discovery.
From Brands to Relevancy. www.leiki.com
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4. Kesko and Leiki
• Kesko is leading multi-sector retailer in Northern Europe
• Kesko operates in the food, home & speciality goods, building & home improvement, and car &
machinery trades
• Kesko has dozens of websites and about 2,000 stores in Finland, Sweden, Norway, Estonia, Latvia,
Lithuania, Russia, and Belarus
• Leiki provides an online service that helps content owners such as publishers and retailers
 benefit from group level synergies by automatic content recommendation
 increase traffic, audience and revenues for all web sites
• Leiki Focus is a solution for context-based intelligence, intelligent user profiling, and semantic
analysis that enables easy discovery of personally interesting content
• Leiki’s mission is to enable intelligent, optimized online presence - ‘the user centric web’
From Search to Discovery.
From Brands to Relevancy. www.leiki.com
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5. Contextual product recommendations
Case: Anttila.fi Anttila is a large Finnish chain of
department stores, part of the
Kesko Group.
On the Anttila.fi section pages
(various topics such as fashion,
beauty, home, entertainment)
products from the group’s web
shops are recommended based on
page content. This way users can
directly buy the items they are
reading about.
Example
User reads about fall fashion and
Leiki Focus automatically selects
the most relevant products for the
banner ad.
From Search to Discovery.
From Brands to Relevancy. www.leiki.com
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6. Personalised product recommendations
Case: Pirkka and Anttila 1/2
A personal interest profile is created from user’s clicks on
Kesko websites in real time.
Example
User reads an article on bathroom renovation on Kesko’s
loyal customers magazine Pirkka.fi. The page displays
contextual recommendations. What happens when the user
then goes to the Anttila.fi front page for the first time?
See next page 
Contextual recommendations on Pirkka.fi
selected based on article content
Screenshots translated to English.
From Search to Discovery.
From Brands to Relevancy. www.leiki.com
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7. Personalised product recommendations
Case: Pirkka and Anttila 2/2
Personalised banner ad shuffles 3 most
interesting products based on user’s profile
After reading an article on bathroom
furnishing on Pirkka.fi, the banner on
Anttila.fi displays products based on the
user profile; different bathroom items
automatically picked from a selection of
tens of thousands of products.
From Search to Discovery.
From Brands to Relevancy. www.leiki.com
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8. Personalised product recommendations
Case: Pirkka and Anttila #2 1/2
Example
Another user reads an article on mushroom picking
on Kesko’s loyal customers site Pirkka.fi. Relevant
contextual recommendations are shown on the
page, while the personal interest profile is updated.
See next page 
Contextual recommendations:
Mushroom-hunting tips and relevant
products.
From Search to Discovery.
From Brands to Relevancy. www.leiki.com
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9. Personalised product recommendations
Case: Pirkka and Anttila #2 2/2
After reading the mushroom
picking article on Pirkka.fi, the
Anttila.fi frontpage banner now
displays products based on the
user profile, such as a GPS
navigator.
The mushroom hunting
experience has then been fully
supplied for with tips for the
forest trip, GPS, mushroom knife
and basket.
An immersive and satisfying
consumer experience created
automatically through Leiki’s
intelligent recommendations.
From Search to Discovery.
From Brands to Relevancy. www.leiki.com
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10. Customers & Awards
Customers Awards
2008 Media
Innovation
of the Year Award
Winner of 'Most
Innovative Technology'
From Search to Discovery.
From Brands to Relevancy. www.leiki.com
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11. Contact us
Leiki Helsinki Leiki London
Jari Kokkonen, VP Bus. Dev. Simon Broadhurst, Bus. Dev.
+358 50 4322356 +44 7584 344344
jari.kokkonen@leiki.com simon.broadhurst@leiki.com
Petrus Pennanen, CEO Mark Bembridge, Leiki UK MD
+358 40 5020355 +44 7789 996927
petrus.pennanen@leiki.com mark.bembridge@leiki.com
From Search to Discovery.
From Brands to Relevancy. www.leiki.com
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