Stuga Improved SMS Engagement by 4.3x & Achieved 100% of Conversions with Voice Messaging

The Problem

Stuga is a direct-to-consumer hardwood flooring brand known for its Scandinavian craftsmanship and high-quality materials. While their digital-first approach made flooring more accessible, their SMS marketing program wasn’t delivering the engagement and conversion rates they expected.

Despite investing in SMS as a customer engagement tool, Stuga struggled to capture customer interest. Their campaigns faced several challenges:

• Low engagement rates – The average click-through rate (CTR) was only 7%, making it difficult to drive meaningful interactions.
• Underwhelming conversions – Customers weren’t taking action at the expected rates.
• Lack of brand connection – Stuga’s rich storytelling and personal approach weren’t coming through via text alone.
• Impersonal experience – SMS felt transactional rather than a high-touch, humanized interaction, failing to differentiate Stuga from competitors.

As shoppers ourselves, we know that SMS can feel really salesy. A lot of us just ignore it. So we kept asking: How can we stand apart?

— Haley Holm-Pedersen, Director of Growth Marketing @ Stuga

As a premium brand in an industry that often treats flooring as a commodity, Stuga needed a way to stand out and communicate their human, expert-driven approach to customer service.

The Solution

Stuga partnered with Para to introduce AI-powered voice messaging into their welcome series. Instead of relying solely on text-based SMS, they ran a 50/50 A/B test with:

• A standard SMS introducing the brand, OR
• A personalized voice message from Stuga’s founder, Marc Bacher, welcoming them, sharing the brand’s story, and offering a free large floor sample.

The goal? Make a stronger first impression, build trust earlier in the customer journey, and stand out in an otherwise transactional industry.

Through voice, we’ve been able to cut through the noise. People hear from us early on and immediately realize that Stuga is different. Instead of just another SMS, customers got to hear from Marc himself, which made the experience feel much more personal.

— Haley Holm-Pedersen

The Result

Para’s AI-powered voice messaging significantly outperformed SMS across all key engagement and conversion metrics:

• Click-through rate (CTR) skyrocketed from 5.3% to 22.6%, 4.3x higher than text
• Voice drove 100% of conversions compared to text
• After voice was turned on full-time, the CTR increased nearly 5 points to 27.7% 

The customers who respond to the voice message are our most engaged customers. It’s like they’re immediately more connected to us.

— Haley Holm-Pedersen

By integrating Para’s voice messaging, Stuga transformed its customer engagement strategy, driving higher conversions, deeper customer connections, and measurable revenue impact.

Final Thoughts from Stuga

In the current e-commerce world, we’re all in a battle for customer attention. Para has been a unique avenue for us to stand out and create a genuine connection. The numbers back it up—there’s no question that it’s effective. It’s a no-brainer for any brand that prioritizes a personalized, high-touch customer journey.

— Haley Holm-Pedersen

For brands struggling with SMS fatigue, low engagement, or impersonal customer experiences, Stuga’s success proves that voice messaging is the next step in personalized marketing.

Want to see how Para can drive deeper engagement for your brand? Book a demo today.