Etals and NordicFeel
How NordicFeel structured content across 30,000 products with Etals
Featuring Björn Idrén, CCO, Amanda Tropp, SEO Manager and Tuva Kjellin, E-com Associate
Challenge
NordicFeel needed to bring structure to product and category content across 30,000 products, spanning roughly 360,000 pages on 12 different sites. Three brands, seven markets and constantly shifting search behavior meant the old manual approach couldn't keep up.
Outcome
By integrating Etals, NordicFeel gained the structure and insight to meet an entirely new kind of shopper behaviour. Search queries evolved from simple terms like "face cream" into detailed intent, like "face cream for oily skin that hydrates," and NordicFeel's content could finally keep pace with what people were actually asking for.
Keeping quality and scale across 12 sites and three brands
NordicFeel faced a challenge familiar to any multi-brand retailer with a big catalog: content that has to stay alive, relevant and genuinely good, at scale. Across NordicFeel, Bangerhead and Eleven, the assortment spans perfume, make-up, skin-care and haircare, almost none of it exclusive to NordicFeel. When every product is also sold somewhere else, the content around it is what makes a listing worth clicking. Doing that manually across 30,000 products and 360,000 pages simply doesn't scale.
Also, meeting new shopper preferences means product pages need the right depth of information, consistently, across 12 sites and seven markets, and that's exactly what a manual content process struggles to keep up with, both in terms of quality and time.
How Etals changed the game
For NordicFeel, Etals became a way to structure and generate content at scale, without giving up control. Etals generates category content and enriches product pages with one idea at the center: the NordicFeel customer isn't just looking for a product, they're looking for the right product. That distinction shows up in every description, and it's brought real consistency and quality across the site.
Beyond content generation, the team uses Etals for insight. The platform's SEO reports surface concrete opportunities, initiatives and data that NordicFeel's team draws on for their daily work, turning content strategy from guesswork into something backed by numbers.
"We've been able to make big changes, but with minimum effort and still with full control."
Why NordicFeel chose Etals
NordicFeel runs on 10 to 12 SaaS tools across the business, so earning a place in that stack means solving a real problem, not just promising to. Etals made the cut because it tackles content at scale head-on, without asking NordicFeel to trade away quality or control to get there.
"We have a lot of toolboxes available, 10-12 SaaS products. I would recommend two of them, and one of them is Etals."
Results after implementing Etals
NordicFeel gained the structure and insight across 30,000 products, seven markets and 12 sites. The Etals platform has made it possible to adapt fast and meet an entirely new kind of shopper behaviour. NordicFeel has just acquired Bangerhead, pushing the group past 700 million SEK in turnover, with 1 billion SEK as the next milestone. The content infrastructure built with Etals is part of what makes that next stretch of growth possible.