Strategic approach
to sales,
or how to achieve
fivefold increase in
in 5 months
About the customer
Lakma is a Polish company that has specialized for years in the production of household and construction chemicals. The company’s product range includes insulation systems, products for protection and decoration of wood, concrete and mineral substrates, products for interior decoration and finishing, sealants, solutions for industry (silicones, paints, varnishes, impregnants).
Until now, Lakma has focused mainly on B2B sales, supplying its products to companies and business partners. In recent months, however, the company has decided to start selling online on the Allegro platform to expand its business by selling directly to the end customer.
Customer Challenges
Due to the completely different nature of selling on Allegro compared to the existing B2B model, Lakma’s marketing director encountered difficulties with:
- Adapting the appropriate sales strategy on the new platform,
- Correct counting of profitability of sales,
- Cyclically declining sales and low visibility of listings,
- Maintaining the quality of the account and meeting all the requirements of the platform,
- Support and optimization of Allegro ADS ads
Our activities
Allegro Account Audit
Value of Lakma sales before cooperation with RYS – August 2022 to February 2023 [PLN thousands]
Inside deals
After defining the goal and developing a plan, our efforts began with optimizing the account’s auctions.
We corrected the offers according to the accepted template – titles, content and photos, so that the whole thing gives the impression of a well-told story about the product.
Correct keyword matching in the titles strengthened the Allegro Ads campaign and resulted in increased conversions not only of promoted listings, but also in organic sales.
A well-presented product and rhythmically guiding the target customer through the entire auction story enhances the buying experience and causes the seller to be perceived as reliable and trustworthy.
Multi-variant offers
Along with working on the interior of the product listings , we had to organize the auction into appropriate multi-variant listings.
Creating two-tiered multi-variant bids helped retain the target customer within the seller’s auction. In addition, it reduced the cost of promotion – a single featured bid drove a larger assortment to the auction .
Honors
In the next stage of our cooperation, we focused on highlighting some of the most prospective products. As a result, these listings gained better visibility in search results, which directly translated into increased traffic and sales.
In the case of Distinctions on account LAKMA There was no strategic and, above all, effective approach. However, awards cannot be subject to chance – they must be worked on throughout the sales period.
Campaign Allegro Ads
After completing the auction optimization work, we moved on to the analysis needed to create a proper advertising campaign. Using archived sales data, analysis of sales categories
and competition we have taken the following steps:
We built a campaign structure based on based on key categories
We matched the right keywords with the help of the Campaign Planner
We developed the budget and CPC rates, tailoring them for specific advertising groups
Return on investment in March 2023
The campaign was launched on March 14, 2023, and after just a few days of rate adjustments, it began to yield very good results.
The key to success was proper preparation of the campaign and an in-depth audit of the account along with analysis of archival data.
Effects of the campaign
The advertising campaign was maintained at all times within the established advertising budget, and the average return on investment was in the range of PLN 13.35 – 15.86.
Additional activities
During the first 4 months of cooperation additionally:
- We improved the appearance of the LAKMA store on Allegro (we arranged categories, suggested graphic solutions)
- We suggested changing prices, bringing them in line with SMART requirements and increasing the shopping cart on the cheapest products
- we introduced the first product sets
- we conducted a competitive price analysis including brand distributors
- we took an iterative approach to each change we made – in a loop, focusing on checking the result – making the change – analyzing the effectiveness – optimizing for greater efficiency – and checking the result again
The effects of the introduced measures
After the start of the cooperation and the successive implementation of the operation strategy, the expected sales growth cycle began.
Each consecutive month of cooperation saw significant increases: April + 122%, May +42%, June 19%, July +25%.
Effect: 5-fold increase in sales value in 5 months!
...And we're not done yet!
With the company LAKMA cooperation continues all the time, and consequently we are constantly adjusting and optimizing all elements of sales to the constantly changing conditions for sellers on the Allegro marketplace.
We believe in our customers’ products, so we successfully manage to increase their sales!
Thank you for your trust!
Bartłomiej Cholewa
Marketing Manager
LAKMA