Happywool
Happywool consolidates its expertise in knitting yarns and haberdashery accessories through a content and community development strategy. The production of advice, tutorials and the distribution of patterns are at the heart of the positioning actions. Search becomes crucial to guide customers and facilitate access to the offer. Sensefuel makes it easy for users to find the inspiration and products they need.
Key figures
5000
products available.
42%
Increase in conversion rate after switching to Sensefuel Max.
20%
Increase in search usage after switching to Sensefuel Max.
50%
of ecommerce revenues generated by search.
50%
Increase in the use of term suggestions.
Happywool, the knitting expert serving a committed community
Happywool.com, which brings together the Phildar and Pingouin brands, is the benchmark for knitting yarns and haberdashery accessories. A company with a mission, it promotes the benefits of knitting for health, well-being and the environment. Its ambition: to restore people's passion for needlework and forge links through a committed community. To support both amateurs and experienced knitters, Happywool has launched its Wool School, a platform packed with patterns, courses, tutorials and videos.
A collaboration born of a common vision
PP Yarns, owner of the Phildar and Pingouin brands, met Sensefuel at a trade show. Driven by the ambition to consolidate its expertise in wool and haberdashery and strengthen its content strategy, the company found in Sensefuel a key partner to meet this challenge. This shared vision marks the start of a collaboration in 2021 on the Phildar e-commerce site, with a clear objective: to enrich the shopping experience for its customers.
Even more content integration
With the birth of the Happywool.com platform in 2023, bringing together the Phildar and Pingouin sites, PPYarns is accelerating its digital strategy.
Sensefuel helped the company take this new step by migrating from Sensefuel Ignition to Sensefuel Max, taking the team's merchandising to the next level. Thanks to the Sensefuel’s search engine and advanced tools such as spotlights and showcases, Happywool.com guides both beginners and experts through the buying journey, highlighting sales operations, flagship products and dedicated tutorials to drive sales. This development marks a strategic turning point in Happywool's commitment to its community.
Results that match ambitions
Performance continues to improve, with conversion rates up 42%, reflecting a better match between users' expectations and the products offred. In addition, the use of the search engine increased by 20%, a sign of a richer, more fluid experience. These results validate PPYarns' strategy and Sensefuel's support, reinforcing the efficiency of the shopping experience and customer engagement.
Happywool.com in figures
Happywool.com offers a vast selection of products for knitting and haberdashery enthusiasts, with over 5,000 items available. This includes more than 1,500 yarn references, covering a wide range of types and colors to satisfy every designer. Users can also access over 3,000 different patterns, from the simplest to the most complex, to inspire and guide their projects. This diversity allows Happywool to meet the needs of a passionate community, whether beginner or expert. With Sensefuel, Happywool doesn't just sell wool: it inspires, guides and unites a community around timeless know-how.
