How Irma Uses Sleeknote to Survey Visitors, Promote Products, and More

About Irma

The first Irma store opened in 1886 which makes them the oldest supermarket chain in Denmark, and the second oldest in Europe.

Irma’s mission is to ensure that their customers get groceries of high quality in inspiring shops with excellent customer service. Therefore, they only sell high-quality products.

Irma’s vision is to be the most innovative grocery business and develop the supermarket business. As an example, Irma was the first supermarket chain in Denmark that opened a self-service store, which means that they gave their customers the opportunity to put goods in their basket and walk around in the store on their own.

Today, they have 81 physical stores located on Zealand, Denmark and an online shop.



Retail, Food, Groceries, Supermarket


Rødovre, Denmark

Staff members


What Do They Use Sleeknote For?

Irma uses Sleeknote for a variety of different purposes and in several creative ways.

1. Collecting Newsletter Subscribers

First of all, they use Sleeknote to get subscribers for their newsletter. Instead of asking for an email address in the SleekBox, they link to an external landing page with an application form. This way their SleekBox is less intrusive.

Last time Irma celebrated their birthday, they created a competition where the 5 winners had 129 seconds to take all the goods they wanted from Irma. They used Sleeknote to direct their visitors to a landing page, where they had to give their emails in order to participate in the competition. In this case, they use a SleekBox popup instead of a slide-in.

2. Conducting Surveys

They’ve also used Sleeknote to gather responses to a survey. They did this in the same way as when they collect signups for their newsletter. Instead of asking the questions in the SleekBox, they link to an external page with the CTA button.

3. Promote Products and Offers

Lastly, Irma uses Sleeknote to promote specific products or offers and to share discount codes. As an example, they sometimes have free delivery for a short time period and use a SleekBox to tell their customers about it.

Irma SleekBoxes
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