Tweakwise Day 2025 Inspiration, innovation & interaction – November 11
Tweakwise Day 2025 Inspiration, innovation & interaction – November 11
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Ur&Penn – AI-Powered Relevance in Unified Commerce

Ur&Penn, one of Sweden’s largest jewelry and watch retailers, was looking to improve the online shopping experience by making search more intuitive and relevant. The challenge was clear: create a seamless customer journey across both physical stores and the online platform. By partnering with Tweakwise, Ur&Penn achieved a significant uplift in search conversion and customer satisfaction, driven by AI-powered relevance.

The Challenge

With a broad product range and a strong presence both in physical retail and online, Ur&Penn needed a solution that could handle natural language queries and deliver results based on meaning rather than keywords. Visitors to the site were searching in everyday language, often describing what they were looking for in long-form phrases. The existing search functionality struggled to interpret these queries accurately. On top of that, Ur&Penn aimed to connect insights from in-store behavior to the online experience to further personalize customer interactions.

The Solution

To tackle the challenge of delivering a more relevant and intuitive shopping experience, Ur&Penn partnered with Tweakwise to implement a suite of AI-powered technologies. By combining multiple intelligent features into one Smart Search solution, Ur&Penn was able to improve product discoverability, unify customer behavior insights, and enhance the overall shopping journey.

AI Vector Search: Understanding Intent Beyond Keywords

With Tweakwise’s AI Vector Search technology, Ur&Penn’s search engine can now understand the intent behind every query. Instead of relying on exact keyword matches, the search engine interprets meaning. For example, when a customer types “a red watch for my girlfriend who loves pink and horses,” the AI understands the sentiment and context, returning relevant results—even if those exact words don’t appear in product titles or descriptions. This shift from keyword-based to intent-based search has transformed how customers interact with the site.

AI Synonyms: Matching Everyday Language with Relevant Products

Another key element of the solution is Tweakwise’s AI Synonyms. This feature automatically detects and learns from customer search behavior to generate meaningful synonyms without manual input. If a visitor searches for “silver bracelet” and products are labeled with “sterling wristwear,” AI Synonyms will make the connection and ensure relevant products still appear. This dramatically reduces zero-result searches and improves the quality of product suggestions.
“AI is transforming the way we serve our customers online. AI-powered search and predictive analytics enable us to create a more intuitive and seamless shopping experience, making it easier for customers to find the right products. With Tweakwise, we continue to enhance product discoverability and personalization, ensuring every online interaction feels relevant and effortless.”
Emir Saffar, CIO at Ur&Penn
+19%
search conversion
+12%
usage of the search feature

AI Vector Search

Tweakwise’s AI Vector Search redefines how customers explore the product range at Ur&Penn. Instead of matching just keywords, Vector Search understands the underlying intent of every query.
Visitors no longer need to know the exact product name. Whether they search for “a gift for my sister who loves gold jewelry” or “something elegant for a summer wedding,” the search engine responds with relevant suggestions—even when the query is long, descriptive, or emotional in tone.
This breakthrough in search technology enables Ur&Penn to offer a more natural, conversational experience to its customers, reflecting how people actually think and talk. The result? Higher engagement, more relevant results, and a significantly better customer journey.

The Results

Since optimizing the search engine with Tweakwise, Ur&Penn has seen a 19% increase in search conversion. More importantly, the improved relevance and usability of the search function led to a 12% increase in how often customers use it. The experience has become faster, more intuitive, and better aligned with how customers think and search, resulting in higher engagement and satisfaction.

The Future

Ur&Penn continues to work closely with Tweakwise to refine its online platform. Together, they are exploring new opportunities to enhance product discovery and personalization through AI. The focus is on keeping the shopping journey effortless and relevant, helping customers find exactly what they need—before they even know they need it.

Take your webshop to the highest possible level with Tweakwise!

A good webshop helps visitors find their perfect product. So make sure your product discovery stands out from the competition! With powerful features, you create a user-friendly experience for your visitors and employees.
+15%
Average conversion increase
+25%
More add-to-carts
60%
Increased efficiency
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