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Allegro5x sales growth in 5 months for a manufacturer of construction chemicals on Allegro
About the client
Lakma is a Polish manufacturer of construction chemicals, offering proven paints, plasters, adhesives and preservatives that meet the demands of tradespeople and homeowners alike. For years, the brand has been developing its range of finishing materials and painting supplies, steadily expanding its portfolio with new product lines (the table below gives a full overview).
Lakma had previously focused mainly on B2B sales, supplying its products to companies and business partners. In recent months, however, the brand decided to start selling online on the Allegro platform to expand into direct sales to end customers.
What you’ll find in the Lakma range
| Category | Products |
|---|---|
| Paints, varnishes and preservatives | paints, varnishes, wood preservatives |
| Finishing materials | plasters, construction adhesives |
| Insulation and sealing chemicals | thermal insulation systems, polyurethane foams, silicones and sealants |
| Household chemicals | cleaning products |
The construction chemicals industry in e-commerce
In Poland, the market for finishing and building materials has been growing for years, fuelled by renovations, the construction of family homes and the rising popularity of online shopping among tradespeople and homeowners. At the same time, the construction sector has its own distinct characteristics – strong seasonality (sales peak in spring and summer), the need to see and handle products in person (e.g. to pick the right paint colour) and fierce price competition from retail chains and marketplaces. Manufacturers of household and construction chemicals that have so far sold mainly B2B are therefore increasingly looking for partners who can translate these conditions into an effective e-commerce strategy – covering both the sales platform itself and the visibility of their products in search engines.
The client’s challenges
As selling on Allegro differs completely from the B2B model the company had used until then, Lakma’s Marketing Director faced difficulties with:
tailoring the right sales strategy to the new platform,
calculating sales profitability correctly,
recurring drops in sales value and low listing visibility,
maintaining account quality and meeting all of the platform’s requirements,
managing and optimising Allegro Ads campaigns.
A further challenge was how to build trust in purchases made without a visit to a bricks-and-mortar shop – customers buying building materials online expect the same confidence in product quality and specifications that they used to get from dealing with a sales representative.
What we did
The starting point was to take the construction chemicals range online in a way that addresses these issues while building the brand’s long-term position on the platform.
Allegro account audit
Our work with Lakma began with a detailed audit of their Allegro seller account. By analysing every key area of sales, we identified the strengths as well as the areas that needed improvement, then planned a strategy and a work schedule designed to improve product rankings and sales profitability on the platform.
| August 2022 | 47 |
|---|---|
| September 2022 | 29 |
| October 2022 | 34 |
| November 2022 | 25 |
| December 2022 | 11 |
| January 2023 | 10 |
| February 2023 | 16 |
Listing content
Once the goal had been set and the plan drawn up, our work began with optimising the listings on the account. We revised the listings according to an agreed template – titles, descriptions and photos – so that each one comes across as a well-told story about the product. Getting the title keywords right strengthened the Allegro Ads campaign and led to higher conversion rates for both promoted listings and organic sales. A well-presented product and a consistent listing narrative enhance the shopping experience and mean the seller is seen as reliable and trustworthy.
Multi-variant listings
In parallel, we restructured the listings into appropriate multi-variant listings. Creating a two-level structure helped keep target customers within the seller’s own listings and also reduced promotion costs – a single featured listing directed shoppers to a listing with a wider range of products.
Featured listings
In the next stage, we focused on using featured listings for a handful of the most promising products. As a result, the listings gained better visibility in search results, which translated directly into more traffic and sales. Previously, Lakma’s account had lacked a strategic approach to featured listings – yet they require consistent work throughout the entire sales period.
Allegro Ads campaign
Once the listing optimisation work was complete, we moved on to the analysis needed to build a well-targeted Allegro Ads campaign. Using historical sales data alongside category and competitor analysis, we built the campaign structure around key categories, selected keywords with the help of the Campaign Planner and set a budget and CPC bids tailored to specific ad groups.
The campaign went live on 14 March 2023 and, after just a few days of bid adjustments, started delivering very strong results.
The key to success was thorough campaign preparation and an in-depth account audit, combined with an analysis of historical data.
| 1 March 2023 | 0 |
|---|---|
| 2 March 2023 | 0 |
| 3 March 2023 | 0 |
| 4 March 2023 | 0 |
| 5 March 2023 | 0 |
| 6 March 2023 | 0 |
| 7 March 2023 | 0 |
| 8 March 2023 | 0 |
| 9 March 2023 | 0 |
| 10 March 2023 | 0 |
| 11 March 2023 | 0 |
| 12 March 2023 | 0 |
| 13 March 2023 | 0 |
| 14 March 2023 | 8.7 |
| 15 March 2023 | 6.39 |
| 16 March 2023 | 1.76 |
| 17 March 2023 | 1.52 |
| 18 March 2023 | 7.61 |
| 19 March 2023 | 1.15 |
| 20 March 2023 | 7.76 |
| 21 March 2023 | 3.65 |
| 22 March 2023 | 10.59 |
| 23 March 2023 | 8.73 |
| 24 March 2023 | 6.71 |
| 25 March 2023 | 7.23 |
| 26 March 2023 | 10.2 |
| 27 March 2023 | 6.79 |
| 28 March 2023 | 20.94 |
| 29 March 2023 | 13.1 |
| 30 March 2023 | 7.37 |
| 31 March 2023 | 9.77 |
Campaign results
Ad spend was kept within the agreed budget, and the average return on investment stayed in the PLN 13.35–15.86 range.
| March 2023 | 7.86 |
|---|---|
| April 2023 | 13.3 |
| May 2023 | 15.65 |
| June 2023 | 13.03 |
| July 2023 | 15.68 |
Additional activities
During the first four months of our partnership, we also improved the look of Lakma’s Allegro shop (reorganising the categories and suggesting design solutions), proposed price changes that were in line with SMART requirements and increased basket value on the cheapest products, introduced the first product bundles and analysed competitors’ prices, including those of the brand’s distributors. We approached every change iteratively – in a loop of checking the results, implementing the change, analysing its effectiveness and optimising further.
Results
Once our partnership began and the strategy was rolled out step by step, the expected cycle of sales growth kicked off. Each subsequent month of the partnership brought significant growth: April +122%, May +42%, June +19%, July +25%.
Result: a fivefold increase in sales value in 5 months.
The scale of this result shows that a well-planned approach to selling construction chemicals online – combined with consistent optimisation of listings and ads – can transform a manufacturer’s position on a marketplace in a short time, even in a category as demanding as thermal insulation systems or paints.
| March 2023 | 26,892.66 |
|---|---|
| April 2023 | 59,580.22 |
| May 2023 | 84,485.64 |
| June 2023 | 100,572.66 |
| July 2023 | 129,078.76 |
Summary
…and we’re not done yet!
Our partnership with Lakma is ongoing, which means we keep adapting and optimising every aspect of sales to the changing conditions sellers face on the Allegro marketplace.
We believe in our clients’ products, which is why we’re able to grow their sales so successfully! Thank you for your trust.
Do you sell chemical products and want similar results for your business?
We specialise in supporting manufacturers and distributors of household and construction chemicals on Allegro and other marketplaces. For many years, we have been helping companies in the chemical industry increase the visibility of their listings, improve conversion and scale their online sales.
If you’re wondering whether your business has the potential to grow on marketplaces – let’s talk. We’ll analyse your situation and tell you honestly whether, and how, we can increase your profits.
- PLN 400,610in sales over 5 months
(Mar–Jul 2023) - PLN 129,079in sales
in July 2023
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