Polski
Čeština
Slovenčina
Deutsch
Italiano
EspañolA strategic approach to sales: How to achieve 5x growth in 5 months
The Client
Lakma is a company with years of expertise in manufacturing household and construction chemicals. Their extensive product range includes thermal insulation systems, protection and decoration products for wood, concrete, and mineral substrates, interior finishes, sealants, and industrial solutions (such as silicones, paints, varnishes, and impregnating agents).
Until recently, Lakma focused primarily on the B2B sector, supplying their products directly to businesses and commercial partners. However, in recent months, the company made the strategic decision to launch online sales on the Allegro marketplace, expanding their operations to include a direct-to-consumer (D2C) channel.
The Challenge
Transitioning from a traditional B2B model to Allegro presents an entirely different set of operational dynamics. As a result, Lakma’s Marketing Director faced several hurdles:
- Adapting the right sales strategy for a completely new platform.
- Accurately calculating sales profitability.
- Overcoming periodic drops in sales volume and low listing visibility.
- Maintaining overall account health and meeting all of the marketplace’s stringent requirements.
- Managing and optimising Allegro Ads campaigns effectively.
The Solution
Allegro Account Audit
We kicked off our partnership with Lakma by conducting a comprehensive audit of their Allegro seller account. By analysing all key sales areas, we identified the brand’s strengths as well as the bottlenecks holding them back.
Based on these insights, we mapped out an action plan and a timeline designed to boost product rankings and increase overall profitability on the marketplace.
Note: Sales value before working with RYS – August 2022 to February 2023 [in thousands of PLN]
Listing optimisation
With the goals set and the roadmap in place, we started by optimising the account’s existing listings.
We revamped the listings to match a proven template – upgrading titles, copy, and images to ensure everything told a compelling story about the product. Correctly matching keywords in the titles boosted the Allegro Ads campaigns and drove an increase in conversion rates for both promoted and organic sales.
A well-presented product that smoothly guides the target customer through the listing’s narrative enhances the buying experience and positions the seller as a reliable, trustworthy brand.
Multi-variant listings
Alongside optimising individual listings, we needed to organise the product catalogue into proper multi-variant listings.
Creating two-tier product variations kept the target customer safely within the seller’s storefront. Crucially, this approach lowered advertising costs – a single promoted listing now directed traffic to a page featuring a much wider range of inventory.
Product Features
In the next phase of our partnership, we focused on promoting several high-potential products using Allegro’s Product Features. This gave these listings better visibility in search results, which directly translated into increased traffic and sales.
Previously, Lakma’s approach to Product Features lacked a clear strategy. However, promoting listings shouldn’t be left to chance – it requires continuous monitoring and refinement throughout the entire sales lifecycle.
Allegro Ads campaigns
Once the listing optimisation was complete, we dived into the analysis required to build a highly effective advertising campaign. Drawing on historical sales data, category trends, and competitor analysis, we took the following steps:
Built a campaign structure centred around core product categories.
Matched the right keywords using the Campaign Planner.
Developed a tailored budget and CPC bids, adapting them for specific ad groups.
Return on Investment (March 2023)
The campaign launched on 14 March 2023, and after just a few days of bid adjustments, it began generating outstanding results. The key to this success was thorough campaign preparation, an in-depth account audit, and the rigorous analysis of historical data.
The key to this success was thorough campaign preparation, an in-depth account audit, and the rigorous analysis of historical data.
Campaign performance
The ad campaign was consistently maintained within the agreed advertising budget, delivering an excellent return on investment averaging between 13.35 PLN and 15.86 PLN for every zloty spent.
Additional actions
During the first 4 months of our collaboration, we also:
- Upgraded the visual layout of Lakma’s Allegro storefront (reorganising categories and recommending new graphic assets).
- Recommended price adjustments to meet Allegro Smart! requirements, successfully increasing the average basket size for lower-ticket items.
- Introduced the first product bundles.
- Conducted competitor price analysis, taking the brand’s own distributors into account.
- Applied an iterative approach to every change: a continuous loop of testing, implementing, analysing performance, optimising for greater efficiency, and measuring the results again.
The Results
Once our partnership began and the new strategy was steadily rolled out, the anticipated cycle of sales growth immediately followed.
Every subsequent month of our collaboration showcased significant uplifts: April (+122%), May (+42%), June (+19%), and July (+25%).
The bottom line: A 5x increase in sales value in just 5 months!
...and we haven't stopped yet!
Our partnership with LAKMA is ongoing. We continue to adapt and optimise every aspect of their sales process to keep pace with the ever-changing conditions for sellers on the Allegro marketplace.
We believe in our clients’ products, which is exactly why we successfully scale their sales!
Thank you for your trust!
Bartłomiej Cholewa
Marketing Manager
LAKMA
Would you like to work with us and achieve similar results?
Let's talk about growing your sales across marketplaces!
