Achieving historically-high growth through a digital reboot


Revenue growth in the
last fiscal year


Of revenue from digital
channels (up from 3%)


Stock price increase from

The challenge

In 2018, Matas had experienced several years of zero-growth and declining profits. The stock price had dropped by nearly 60% and the legendary health and beauty retailer had come under pressure from new competitors. Gregers Wedell-Wedellsborg took the reins as CEO and initiated a digitally-focused growth strategy. Responsive was tasked with developing the strategy for Club Matas, bringing critical data infrastructure to the cloud and developing select customer facing digital platforms.

The solution

Matas has launched a new Club Matas app, a new subscription concept as well as a range of AI-infused automated customer experience programs. What’s more, we helped Matas to optimise internal work processes to increase production efficiency by more than 30%. Finally, a range of novel AI-models has been launched on the MS Azure AI platform that Responsive helped implement.

Responsive delivered


  • Investor relations business case
  • Internal investment case
  • 3-year implementation roadmap
  • New segmentation model
  • New strategy for Club Matas


  • Personas
  • E-mail templates
  • Process efficiency tools
  • New club programs


  • Predictive Share-of-Wallet model
  • Suppression framework
  • Send-Time optimization model
  • Cloud platform for Artificial Intelligence
Produktfoto Matas Natur 3
Matas 2