Building a private label on Allegro from scratch

Toscanio is a family-run business with over 20 years of heritage, specialising in premium leather goods inspired by Italian style and culture. Their mission is simple: to meet the expectations of even the most discerning customers.

The Toscanio range features shoes, handbags, briefcases, and wallets, with every item carefully curated by industry experts. They partner with leading Italian manufacturers alongside producing their own leather goods, guaranteeing the highest standards of quality and aesthetics.

Our partnership with Toscanio began in May 2023. We were tasked with building their presence on Allegro from the ground up within the Leather Goods & Accessories category. Below is a breakdown of the steps we took to establish and scale their marketplace sales, alongside the results we achieved together.

We began by creating the corporate account and configuring the essential backend operations necessary for selling on Allegro. This included setting up return, warranty, and complaint policies, establishing delivery pricing tiers, configuring payout schedules, selecting the optimal subscription plan, and fully populating the ‘About the Seller’ section.

• We introduced product bundles, such as handbags and wallets, which encouraged customers to buy larger quantities and increased the basket value.
• We took advantage of the Product Features option on Allegro, which increased product visibility in search results.
• We enabled the ‘Coins’ loyalty programme, which motivates customers to make repeat purchases, increasing brand loyalty.

• Identifying the initial roadblocks was only half the battle. Here is exactly how we tackled these specific market dynamics to secure Toscanio’s position on the platform:
• Competitive market: The leather goods market on Allegro is fiercely competitive, and Toscanio needed to stand out against other brands offering Italian-inspired products. Establishing a cohesive, premium visual identity alongside precise SEO helped to truly differentiate the brand.
• Seasonality and shifting trends: In the leather goods and accessories category on Allegro, the impact of seasonality, shifting trends, and cyclical collections poses a significant challenge. These products are highly dependent on current consumer preferences and fashion. Sellers must continuously adapt their product range to meet current market demands. Reacting swiftly to changing trends and launching new collections is crucial for maintaining a competitive edge and maximising sales.
• Allegro Ads optimisation: Setting optimal bids amidst the dynamically fluctuating costs of Allegro Ads required constant analysis and agile budget adjustments. Optimising the ad campaigns allowed us not only to improve conversion rates but also to eliminate inefficient ad spend.
• Deepening customer engagement: One of the hurdles was increasing customer loyalty in such a fast-paced industry. We achieved this by introducing promotional incentives, such as the ‘Coins’ (Monety) loyalty programme and bundled offers.