Simon Lévelt

☕️ Know your customer! Why Simon Lévelt switched to an Aiden product finder

Within one day, Simon Lévelt developed a new coffee product finder in Aiden. And new customer insights were collected.

☕️ Know your customer! Why Simon Lévelt switched to an Aiden product finder
Food & Beverages
Haarlem, The Netherlands
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About the company

Simon Levelt is a household name when it comes to coffee and tea. With over 150 different tea flavors and 25 different coffees, there is a suitable taste for everyone. In 42 specialty stores in the Netherlands and Belgium, an employee helps customers find the right taste of coffee or tea. But sometimes it's just easier to order online.

The challenge

In order to also provide good advice in the webshop, Simon Lévelt had previously developed a coffee selection aid and tea selection aid. Webshop coordinator Roxanne van Baardewijk explains:

“An important reason for the product finder is to extend the service from the store to online. We are a premium coffee and tea shop and we also want to offer that personal touch online. With a product finder, we remove uncertainties, and we can tell you exactly which tea you will or will not like, for example.”

“The customer's needs were therefore clear, but we ran into some limits with the product finder we developed ourselves. For example, we were unable to see where customers drop out in the product finder and which answers were chosen the most. And changing the product finder always involved development work.”

“Aiden offers this kind of functionality out of the box,” says van Baardewijk, “so the choice to switch was made quickly.”

The solution

Within one day, Simon Lévelt developed a new coffee selection finder in Aiden. The next day, the new product finder was already live on the coffee category page. And so new insights could be collected immediately about the use of it and customer preferences.

How does that work? On the one hand, Aiden gives in the section Analytics insight into the numerical use of the product finder, the click-through rates, the distribution of answers and the questions where there is a relatively large amount of drop-off. On the other hand, Aiden provides an easy link with Google Analytics, so that the entire journey of each user of the product finder can be mapped out — before, during and after using it. For example, Simon Lévelt product finder easily compares users with other visitors to the online store.


In the first month after going live, the new coffee selection aid immediately achieved impressive results. Last but not least: the conversion is a whopping 331% higher for users of the product finder.

The product finder also provides extremely useful insights, making Simon Lévelt the online customer just as good - or maybe better! - get to know you as the customer in the store. For example, 56% of the users appeared to drink their coffee black:

Van Baardewijk concludes: “These kinds of insights are exactly what we missed in the previous version of our product finder. So we're also going to quickly transfer the tea selection aid to Aiden!”

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