In technology-driven categories, consumers rarely rely on specifications alone when making a purchase decision. Real user experiences, verified reviews and authentic product testing increasingly influence the digital shelf.
Cleva, the company behind the brands LawnMaster and Vacmaster, is now partnering with Smartson in Sweden and Germany. The collaboration focuses on generating authentic consumer feedback through Ratings & Reviews, Video Testimonials and Smartson’s Crowdscore.
We spoke with Ralf Pankalla, Sales and Marketing Nordics at Cleva Electric Appliance Co., about innovation, consumer trust and the growing importance of verified reviews in today’s purchase journey.
— I have spent over 20 years working in international leadership roles across product management, aftermarket and operations. Today I focus on developing Cleva’s presence in Northern Europe and delivering long-term value for both retailers and consumers.
Bridging advanced technology and everyday convenience
Ralf Pankalla brings more than two decades of international leadership experience within product management, aftermarket and operations from companies such as Husqvarna and Greenworks. Today he leads Cleva’s business in Northern Europe.
— Cleva combines deep industrial expertise with a strong ability to translate customer needs into real innovation. Our goal is to make advanced technology accessible and practical for everyday consumers.
Solving real consumer challenges through innovation
Cleva operates globally with brands such as LawnMaster and Vacmaster, focusing on solutions that simplify everyday tasks.
— Our strategy is built on solving real consumer challenges through innovation and quality. One of the biggest barriers to adoption has been the installation of boundary wires for robotic lawn mowers. By removing that complexity, we make the technology accessible to more households.
For Vacmaster, the focus is slightly different.
— With Vacmaster we focus strongly on performance and durability throughout the entire product lifecycle. Consumers want powerful solutions that last and perform reliably over time.
Cleva also focuses on practical product design that adds value for consumers.
— A good example is the integrated protective garage included with some of our robotic lawn mowers. It protects the machine from sun and rain.
Why authentic Ratings & Reviews matter
In complex product categories, authentic consumer feedback can often be more influential than traditional advertising.
— In a category where technical specifications can feel complicated, social proof is incredibly important. Consumers want to hear from other users who have tested the product in real environments.
The collaboration with Smartson will generate verified consumer insights through structured testing programs.
— Through Smartson we can collect authentic Ratings & Reviews, Video Testimonials and the Crowdscore, which together create a strong layer of trust for consumers browsing online.
— When consumers see real feedback from verified users, it reduces uncertainty and increases confidence in the purchase decision.
Test pilots will experience the next generation of robotic lawn care
As part of the collaboration, Smartson test pilots will get hands-on experience with the LawnMaster OcuMow robotic lawn mowers.
— Test pilots will experience our next generation of intelligent lawn care powered by AI vision technology.
The mower uses an onboard camera combined with smart algorithms to identify objects in real time.
— The AI vision system allows the mower to recognize obstacles directly in the garden. This reduces the risk of unexpected stops or damage to objects.
The technology also combines satellite navigation with vision-based recognition.
— By combining satellite navigation with AI vision we can secure full coverage even in areas where signal strength may be weaker. If the machine sees grass, it will mow it.
Users can control the full experience via the mobile app using Wi-Fi or Bluetooth, or directly through the mower’s display. The system also includes GeoFence anti-theft protection.
— We are excited to see how Smartson test pilots experience the product in their own gardens and to hear their honest feedback through Ratings & Reviews and Video Testimonials.
— Authentic feedback from real users is one of the most powerful ways to build trust in today’s digital marketplace.