Sladký růst OLLIES. Meziroční zvýšení tržeb o 35 %!

Sweet growth OLLIES. Year-on-year sales increase of 35 %!

Sweet growth OLLIES. Year-on-year sales increase of 35 %!

How it all started

It's the end of summer 2024 and our Performance and Emailing teams are starting a new challenge - to kick-start the meteoric growth of OLLIES confectionery, which has 6 brick-and-mortar branches in addition to the e-shop. Among other things, it also boasts a beautiful boutique in Prague, Masarycka.

In this case study, we will look at the sub-processes that lead to the continuous growth of this Ostrava lovebrand!

Goal setting and reporting

For each client, it is extremely important to set goals, proper reporting processes and communication channels at the beginning of the collaboration. This was no different with OLLIES, especially as it is a business where there is a large ROPO* effect.

Will we evaluate the performance of the whole company (i.e. including brick-and-mortar branches) or optimize the PNO only on the basis of e-shop sales? Both? These were the initial questions we had to open up with the client at the beginning of our collaboration and the answers subsequently led to setting up the right reporting and optimization not only for performance campaigns.

*ROPO effect (from English Research Online, Purchase Offline) describes a situation where the customer first searches for information about a product or service online (for example, on websites, social networks or in discussions), but then makes the actual purchase physically in a brick-and-mortar store or branch.

Reallocation of budgets across performance channels

Understanding where the paying customer is and how to reach them properly was the job of the Performance team, which did a pretty dramatic reallocation of budgets between active advertising systems and added new ones, such as Microsoft Ads, which is often underestimated.

Continuous A/B testing, launch and testing of more than 1,100 creatives on META, segmentation of PMAX campaigns on Google Ads and the aforementioned reallocation of budgets has triggered year-on-year growth of performance channels in the tens of percentages according to GA %. Most importantly, at a year-on-year real sales growth of 35 % the value of the PNO increased by only 0.5 percentage point.

Sweet post

While the goal of Performance is to win the customer and OLLIES themselves deliver a great product, the role of emailing is to maintain a long-term relationship with the customer.

How did we do here? We took a more dynamic approach, with the main goal of retaining our customers and building a long-term relationship with them. This approach has been reflected in concrete numbers - we've managed to reduce our churn rate by a full quarter. We are also positive about the open rate, which has seen a slight increase. What's more, we have confirmed that with appropriate newsletter content, regular tact and, above all, content that is made up of interesting and high-quality product, an increase in turnover can be achieved even without a senseless flood of discount promotions.

Thanks to the right strategy, the revenue generated from emailing increased to more than 200 %!

Regular statuses

Transparent partner communication is the foundation of any functional relationship. OLLIES are experts in confectionery and we at PromoGEN are specialists in marketing communication with our customers. Together, the two worlds must intersect very closely to maximize the result. That's why we have opted for weekly status meetings.