{"id":12655,"date":"2025-11-02T19:02:55","date_gmt":"2025-11-02T18:02:55","guid":{"rendered":"https:\/\/promogen.cz\/?p=12655"},"modified":"2025-12-12T11:36:11","modified_gmt":"2025-12-12T10:36:11","slug":"sladky-rust-ollies-mezirocni-zvyseni-trzeb-o-35","status":"publish","type":"post","link":"https:\/\/promogen.cz\/cz\/sladky-rust-ollies-mezirocni-zvyseni-trzeb-o-35\/","title":{"rendered":"Sladk\u00fd r\u016fst OLLIES. Meziro\u010dn\u00ed zv\u00fd\u0161en\u00ed tr\u017eeb o 35 %!"},"content":{"rendered":"
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\"\"<\/div>\n\t\t<\/figure>\n\t<\/div>\n<\/div><\/div><\/div>
V\u00fdkonnostn\u00ed reklama, E-mailing<\/a><\/div>\t\t\t \t\t\t\t\t\t \t\t\t\n\t\t
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Sladk\u00fd r\u016fst OLLIES. Meziro\u010dn\u00ed zv\u00fd\u0161en\u00ed tr\u017eeb o 35 %!<\/h4>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/div>\n\t\t\n\t\t\t\t
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Jak to v\u0161echno za\u010dalo<\/b><\/h3>\n

Je konec l\u00e9ta 2024 a na\u0161e Performance i E-mailing t\u00fdmy za\u010d\u00ednaj\u00ed novou v\u00fdzvu – nastartov\u00e1n\u00ed raketov\u00e9ho r\u016fstu cukr\u00e1rny OLLIES, kter\u00e1 m\u00e1 krom\u011b e-shopu tak\u00e9 6 kamenn\u00fdch pobo\u010dek. Mimo jin\u00e9 se m\u016f\u017ee py\u0161nit i n\u00e1dhern\u00fdm boutique v Praze na Masary\u010dce.\u00a0<\/span><\/p>\n

V t\u00e9to case study se pod\u00edv\u00e1me na d\u00edl\u010d\u00ed postupy, kter\u00e9 vedou ke kontinu\u00e1ln\u00edmu r\u016fstu tohoto ostravsk\u00e9ho lovebrandu!<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

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Vyty\u010den\u00ed c\u00edl\u016f a nastaven\u00ed reportingu<\/b><\/h3>\n

U ka\u017ed\u00e9ho klienta je nesm\u00edrn\u011b d\u016fle\u017eit\u00e9 si na za\u010d\u00e1tku spolupr\u00e1ce nastavit c\u00edle, spr\u00e1vn\u00e9 reportovac\u00ed procesy a komunika\u010dn\u00ed cesty. Ani u OLLIES to nebylo jinak, t\u00edm sp\u00ed\u0161, \u017ee se jedn\u00e1 o business, kde doch\u00e1z\u00ed k velk\u00e9mu ROPO* efektu.<\/span><\/p>\n

Budeme vyhodnocovat v\u00fdkonnost cel\u00e9 firmy (tj. v\u010detn\u011b kamenn\u00fdch pobo\u010dek) nebo optimalizovat PNO jen na z\u00e1klad\u011b e-shopov\u00e9 tr\u017eby? Oboj\u00ed? To byly \u00favodn\u00ed ot\u00e1zky, kter\u00e9 jsme s klientem museli na za\u010d\u00e1tku spolupr\u00e1ce otev\u0159\u00edt a odpov\u011bdi n\u00e1sledn\u011b vedly k nastaven\u00ed spr\u00e1vn\u00e9ho reportingu a optimalizace nejen v\u00fdkonnostn\u00edch kampan\u00ed.<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div>

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*<\/span>ROPO efekt (z anglick\u00e9ho <\/span><\/i>Research Online, Purchase Offline<\/span><\/i><\/a>) popisuje situaci, kdy z\u00e1kazn\u00edk nejprve vyhled\u00e1v\u00e1 informace o produktu \u010di slu\u017eb\u011b online (nap\u0159\u00edklad na webov\u00fdch str\u00e1nk\u00e1ch, soci\u00e1ln\u00edch s\u00edt\u00edch nebo v diskuz\u00edch), ale samotnou koupi pak provede fyzicky v kamenn\u00e9 prodejn\u011b nebo pobo\u010dce<\/span><\/i>.<\/span><\/i><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

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Realokace rozpo\u010dt\u016f nap\u0159\u00ed\u010d v\u00fdkonnostn\u00edmi kan\u00e1ly<\/h3>\n

Pochopen\u00ed, kde se nach\u00e1z\u00ed plat\u00edc\u00ed z\u00e1kazn\u00edk a jak ho spr\u00e1vn\u011b oslovit, se zhostil Performance t\u00fdm, kter\u00fd ud\u011blal docela razantn\u00ed realokaci rozpo\u010dt\u016f mezi aktivn\u00edmi reklamn\u00edmi syst\u00e9my a p\u0159idal i nov\u00e9, t\u0159eba Microsoft Ads, kter\u00fd je \u010dasto podce\u0148ovan\u00fd.<\/span><\/p>\n

Kontinu\u00e1ln\u00ed A\/B testov\u00e1n\u00ed, spu\u0161t\u011bn\u00ed a otestov\u00e1n\u00ed v\u00edce jak 1 100 kreativ na MET\u011a, segmentaci PMAX kampan\u00ed na Google Ads a ji\u017e zmi\u0148ovan\u00e1 realokace rozpo\u010dt\u016f nastartovala meziro\u010dn\u00ed r\u016fst v\u00fdkonnostn\u00edch kan\u00e1l\u016f v \u0159\u00e1dech des\u00edtek procent dle GA %. A co je nejpodstatn\u011bj\u0161\u00ed, p\u0159i meziro\u010dn\u00edm<\/strong> r\u016fstu re\u00e1ln\u00fdch tr\u017eeb o 35 %<\/span><\/strong> vzrostla hodnota PNO pouze o 0,5 procentn\u00edho bodu<\/strong>.<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

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Sladk\u00e1 po\u0161ta<\/h3>\n\t\t<\/div>\n\t\t\t\t
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Zat\u00edmco c\u00edlem Performance je z\u00e1kazn\u00edka z\u00edskat a samotn\u00ed OLLIES dodaj\u00ed super produkt, role e-mailingu je pak udr\u017eovat se z\u00e1kazn\u00edkem dlouhodob\u00fd vztah.<\/span><\/p>\n

Jak se n\u00e1m tady vedlo? Vsadili jsme na dynami\u010dt\u011bj\u0161\u00ed p\u0159\u00edstup, jeho\u017e hlavn\u00edm c\u00edlem bylo udr\u017eet si na\u0161e z\u00e1kazn\u00edky a budovat s nimi dlouhodob\u00fd vztah. Tento p\u0159\u00edstup se projevil i v konkr\u00e9tn\u00edch \u010d\u00edslech – poda\u0159ilo se n\u00e1m sn\u00ed\u017eit m\u00edru odhl\u00e1\u0161en\u00ed o celou \u010dtvrtinu. Pozitivn\u011b hodnot\u00edme tak\u00e9 open rate, kter\u00fd zaznamenal m\u00edrn\u00fd n\u00e1r\u016fst. A nav\u00edc jsme si potvrdili, \u017ee p\u0159i vhodn\u00e9m obsahu newsletter\u016f, jejich pravideln\u00e9m taktu a p\u0159edev\u0161\u00edm obsahu, kter\u00fd je tvo\u0159en zaj\u00edmav\u00fdm a kvalitn\u00edm produktem, se n\u00e1r\u016fstu obratu da\u0159\u00ed dos\u00e1hnout i bez nesmysln\u00e9 z\u00e1plavy slevov\u00fdch akc\u00ed.<\/span><\/p>\n

D\u00edky spr\u00e1vn\u011b nastaven\u00e9 strategii vzrostly tr\u017eby generovan\u00e9 z e-mailingu na v\u00edce ne\u017e 200 %!<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div>

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Pravideln\u00e9 statusy<\/b><\/h3>\n

Z\u00e1kladem ka\u017ed\u00e9ho funk\u010dn\u00edho vztahu je transparentn\u00ed partnersk\u00e1 komunikace. OLLIES jsou experti na cukra\u0159inu a my v PromoGEN jsme specialist\u00e9 na marketingovou komunikaci se z\u00e1kazn\u00edkem. Abychom spole\u010dn\u011b maximalizovali v\u00fdsledek, oba sv\u011bty se mus\u00ed velmi \u00fazce protnout. Proto jsme zvolili ka\u017edot\u00fddenn\u00ed status meetingy.<\/span><\/p>\n\t\t<\/div>\n\t\t\t\t

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Pro\u010d jsou statusy minim\u00e1ln\u011b 1x za m\u011bs\u00edc d\u016fle\u017eit\u00e9?<\/strong><\/h4>\n\t\t<\/div>\n\t\t
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Budov\u00e1n\u00ed d\u016fv\u011bry a vztahu<\/h4>\t\t\t\t\t\t
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P\u0159edch\u00e1zen\u00ed nedorozum\u011bn\u00edm<\/h4>\t\t\t\t\t\t
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Proaktivn\u00ed \u0159\u00edzen\u00ed o\u010dek\u00e1v\u00e1n\u00ed<\/h4>\t\t\t\t\t\t
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Flexibilita a efektivn\u00ed \u0159e\u0161en\u00ed probl\u00e9m\u016f<\/h4>\t\t\t\t\t\t
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\n\t\t\t\t\t\tAutor \u010dl\u00e1nku:\t\t\t\t\t<\/h3>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\tVojt\u011bch Nekoranec\t\t\t\t\t<\/h4>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div>\n\n\t\t\n\t\t
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M\u00e1te i ve va\u0161\u00ed firm\u011b v\u00fdzvy, kter\u00fdm v\u00e1m m\u016f\u017eeme pomoci \u010delit?<\/h4>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t\t
R\u00e1di se s v\u00e1mi sejdeme a zkonzultujeme, jak\u00e9 mo\u017enosti a strategii pro r\u016fst vid\u00edme pr\u00e1v\u011b u v\u00e1s. Ozv\u011bte se n\u00e1m.<\/p>\n

PromoGEN
\nGENerujeme \u00fasp\u011bch.<\/div>\n\t\t\t\n\t\t\t\n\t\t<\/div>\n\t\t\n\t\t