Scaling Smart: How Søstrene Grene Uses AI to Drive Traffic

Crafting a Click-to-Visit Strategy

Søstrene Grene, a Danish retail chain known for its Scandinavian-inspired home décor, kitchenware, and craft supplies, has built a loyal following across 15 countries, with 335 stores and ambitious plans to expand to 500 locations by 2026. With 85 million in-store visitors projected for 2025, the brand’s continued growth depends on making it effortless for customers to find and visit their stores.

Recognizing the power of local search to drive real-world traffic, Søstrene Grene turned to Uberall to help them cut through the noise, ensure accurate store information, and appear in key search results for their most popular products — yarn, paint, and crafting supplies.

At SMX Munich in March 2025, Søstrene Grene’s SEO Specialist, Stine Mortensen, shared how this partnership helped transform their local search strategy, increase online visibility, and ultimately bring more customers into stores.  

Stay Ahead in Retail: The Trends Defining 2025

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The Local Search Imperative

For retailers like Søstrene Grene, local search isn’t just about being found — it’s about driving foot traffic and revenue. Every day, 1.6 billion Google searches have local intent, and nearly half of these searches lead to in-store purchases. Yet Søstrene Grene wasn’t ranking for high-value product searches, leaving potential customers unaware of nearby stores.

They also faced inconsistent store information across Google, Apple, and Bing, with outdated listings and discrepancies that impacted trust and search rankings. Beyond Google, over 2,500 store listings on other directories were either unmanaged or incomplete, further limiting their brand reach.  

The Solution: A Data-Driven Local SEO Strategy

Søstrene Grene partnered with Uberall to bring consistency and visibility to its digital presence. The first step was centralizing and streamlining data management, making updates seamless across all platforms. Uberall’s Pull-API solution ensured real-time accuracy, while store descriptions, product categories, and holiday hours were optimized for better ranking.

Beyond just fixing inaccuracies, Uberall helped the brand expand its presence beyond Google. Søstrene Grene listings were integrated across 50+ directories, including Apple Maps, Bing, and TomTom, reaching a broader audience.

Perhaps the most impactful change came from strategic keyword optimization. By analyzing how customers were searching, the retailer refined its listings to appear in more relevant, high-intent queries. The results were immediate:

• Google Maps impressions surged by 137% year-over-year.
• Google Search impressions increased by 40%, driving more store discovery.
• Clicks on Google Directions jumped by 54%, bringing more customers to physical locations.

At the same time, engagement signals showed a clear shift in consumer behavior. Website clicks increased by 57%, while phone calls to stores rose by 19%, proving that better search visibility directly influenced customer action.

The Results: Turning Digital Visibility into Real-World Revenue

With Uberall’s optimizations, Søstrene Grene saw a direct link between improved search presence and foot traffic. Within months, their Footfall Index increased to 114, confirming that more customers were discovering and visiting stores.

The company also scaled its digital footprint, growing from 350 managed Google Business Profiles to 8,650 fully optimized listings across platforms. By ensuring consistent store information, strategic keyword targeting, and broad directory coverage, Søstrene Grene positioned itself for sustainable growth.

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Lessons for Multi-Location Retailers

Søstrene Grene’s transformation offers valuable insights for brands looking to improve their local search strategy:

• Accurate listings build trust — Ensuring store details are consistent across platforms improves rankings and credibility.
• Expanding beyond Google unlocks new audiences — Listing on Apple, Bing, and TomTom drives additional discovery and engagement.
• Keyword optimization matters — Aligning listings with high-intent product searches increases visibility where it counts.
• Better search visibility drives real-world results — Tracking metrics like impressions, clicks, and foot traffic proves the ROI of local SEO efforts.

For Søstrene Grene, bridging online discovery with offline shopping experiences has become a competitive advantage. By leveraging Uberall’s local search expertise, the brand is not only reaching more customers — it’s converting digital engagement into in-store success!