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EspañolSales strategy for a seasonal goods distributor
The Client
This case study features a distributor specialising in rain umbrellas, garden parasols, wellington boots, and raincoats. It perfectly illustrates the unique challenges of selling highly seasonal and weather-dependent products.
Beyond navigating fierce market competition, we also had to manage the dynamics of the client’s secondary, in-house seller account. Their product range is extensive, covering everything from long, compact, and automatic umbrellas to classic designs, colourful kids’ umbrellas, and beach or garden parasols.
The Challenge
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
The Audit
We kicked off our partnership with a comprehensive audit of the seller account. This allowed us to pinpoint strengths and highlight areas needing a complete overhaul:
- Low sales volume despite highly competitive pricing.
- Inefficient use of Allegro Ads, Promoted Listings, and promotional campaigns.
- A noticeable lack of product bundles and volume discounts.
- Poor listing quality (suboptimal titles, imagery, and product descriptions).
Boosting visibility
The immediate priority was to get the client’s products in front of more eyes. To achieve this, we deployed a multi-channel approach:
- Launching targeted Allegro Ads campaigns.
- Utilising Promoted Listings.
- Optimising product titles for the platform’s search algorithm.
Allegro Ads campaign
Once our goals and strategy were locked in, we ran a deep-dive analysis to build a robust ad campaign. Using historical sales data, category potential analysis, and competitor research, we took the following steps:
Built a campaign structure based on core categories and their specific parameters.
Matched highly relevant keywords using the Campaign Planner.
Set precise monthly and daily budgets (including CPC bids), tailoring them for optimal performance across different categories and ad groups.
The campaign delivered solid results from month one, with continuous improvements following regular bid optimisations. The secret to this success lay in setting up the right initial structure, backed by our thorough account audit and historical data analysis.
The campaign delivered solid results from month one, with continuous improvements following regular bid optimisations. The secret to this success lay in setting up the right initial structure, backed by our thorough account audit and historical data analysis.
Promoted Listings
Another pillar of our visibility strategy was – and still is – Promoted Listings. Sellers can’t just choose between Allegro Ads and Promoted Listings; these efforts must be cohesive and well-thought-out. Promoting listings isn’t a “set and forget” task; it requires ongoing, strategic management throughout the sales cycle.
Our promotional plan for the client was built around the Pareto principle, knowing that 20% of the products typically generate 80% of the revenue. We analysed the inventory, leveraged historical data, and proposed an optimal mix. This strategy strengthened listing visibility while keeping costs in check by taking advantage of available offers in the Discount Centre.
Multi-variant listings
Alongside our ad and promotion work, we decluttered the storefront by grouping items into logical, multi-variant listings.
Grouping products keeps the target customer engaged on the client’s page rather than bouncing back to the search results. Crucially, this approach also cut promotional costs—promoting a single variant effectively funnelled traffic to the entire product family.
Ongoing hurdles
The client’s product range is highly focused but constantly rotating. Continuously improving listings, titles, and ad campaigns remains an ongoing challenge dictated by the weather and changing seasons. Furthermore, in a saturated space like umbrellas, cutting through the noise to reach the buyer requires constant vigilance.
A holistic approach
During the initial months of our collaboration, we also went the extra mile by:
- Revamping the look and feel of the client’s Allegro storefront (organising categories and recommending better graphic assets).
- Adjusting pricing strategies to meet Allegro Smart! requirements, thereby increasing the average basket size for lower-ticket items.
- Introducing product bundles and volume discounts.
- Working iteratively – every change followed a strict feedback loop: test, analyse performance, optimise for better efficiency, and test again.
The Results
Once the partnership began and our strategy was rolled out, the client experienced the anticipated cycle of sales growth. We recorded significant, steady increases month on month.
Campaign performance
The ad campaigns were consistently managed strictly within the agreed budget limits. In the early stages of our partnership, the return on ad spend (ROAS) averaged over PLN 9 for every PLN 1 spent, while the average monthly sales value driven by ads surpassed PLN 21,200.
...and we’re not done yet!
Our partnership with this client is ongoing. We continuously adapt and optimise all promotional elements to keep pace with the ever-changing landscape of the Allegro marketplace.
We believe that our collaborative efforts will continue to bring tangible, long-term benefits to our clients. Thank you for trusting us!
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