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Case study

Allegro

Seasonal distributor on Allegro: an effective campaign with a ROAS of over 9

Umbrella
seller

Black umbrella with a wooden handle
  • PLN 581,149in sales on Allegro
    in 2024
  • PLN 71,315in sales in a record
    month (Jun 2024)
  • PLN 9.04back for every PLN 1
    spent on ads (Jan–Jun 2024)

About the client

Our client is a distributor of umbrellas and rain accessories on Allegro. This case is a perfect illustration of the challenges faced by sellers of weather-dependent, seasonal products. A constantly changing range means competing every day with many rivals offering similar goods. In addition to this battle for the market, there was one more problem: the company ran two accounts of its own. This was the difficult situation the client was in when they came to us.

Below is a brief overview of the range we worked on:

Colourful umbrellas seen from above

What the client’s range includes

CategoryExample products
Umbrellas and parasolsrain umbrellas, children’s umbrellas, garden parasols, balcony parasols, beach parasols
Waterproof clothing and footwearrain jackets, rain ponchos, raincoats, wellington boots

The market for umbrellas and seasonal products on marketplaces

The umbrella and rain accessories category plays by its own rules. Demand shoots up as soon as bad weather is forecast and falls just as quickly when the sun returns. This means that the standard approach to planning advertising budgets, which works in categories with stable, predictable demand, simply fails here. Listings and bids have to be adjusted on an ongoing basis. On top of that, the selling season is short and shifts depending on the region and on how autumn or spring unfolds, which calls for flexible stock management – winding down promotions too early means lost sales opportunities, while doing so too late leaves the budget frozen in the off-season. As a result, sellers in this niche have to combine a day-to-day response to weather conditions with a long-term visibility strategy, so that the brand doesn’t disappear from the listings during the quiet spells between seasons.

The client’s challenges

Here are the key challenges faced by the umbrella seller on Allegro:

  • Seasonality and the impact of weather – with products dependent on the season and the weather, listings had to be adapted dynamically to changing conditions.

  • Strong competition – with competition in the umbrella category running high, the client’s range needed a visibility boost from Allegro Ads, featured listings and multi-variant offers.

  • Advertising campaign optimisation – the promotional campaigns needed to convert better, as the spend so far had not translated into the expected revenue.

What we did

Audit

We began our partnership with a meticulous audit of the seller account. We identified its strengths as well as the areas in need of a complete overhaul:

  • low sales despite competitive pricing,
  • inefficient use of Allegro Ads, featured listings and promotional campaigns,
  • no product bundles or volume discounts,
  • poor-quality listings (titles, images, descriptions).

Visibility

Our first priority was to give the product range better exposure. To do this, we put three key steps in place:

  • launching an Allegro Ads campaign,
  • promoting products with featured listings,
  • optimising titles.
Umbrella listings on Allegro with high buyer ratings

Allegro Ads campaign

Having set the goal and agreed on a strategy, we carried out the analysis needed to build a properly structured advertising campaign. Drawing on historical sales data, an analysis of the sales potential of the product categories and a review of the competition, we took the following steps:

  • we built the campaign structure around the key categories and their parameters,
  • we selected relevant keywords with the help of the Campaign Planner,
  • we set a flexible monthly and daily budget, along with CPC bids tailored to individual categories and ad groups.

The campaign delivered good results from the very first month, and they kept improving once the bids had been optimised.

Sponsored offers – return on investment (PLN)

The key to success was setting up the right advertising campaign structure, together with an in-depth account audit and an analysis of historical data.

Sponsored offers – return on investment (PLN)
January 20246.36
February 20246.83
March 20247.52
April 202410.19
May 202410.35
June 202412.33

Featured listings

Featured listings were the next pillar of visibility in the strategy we developed. We don’t treat them as an alternative to Allegro Ads – the two tools complement each other and form a coherent system. Featured listings need ongoing work throughout the selling period; nothing about them should be left to chance.

We based our featured listings plan on the Pareto principle: the key 20% of products generate 80% of sales value. We used historical data to pick out the most important listings. We increased their visibility in search results, and we regularly update the list of promoted products. To keep the client’s costs down, we also implemented promotional programmes from Allegro’s Discount Centre.

Promoted listing for a long umbrella on Allegro

Multi-variant offers

Alongside our work on featured listings and the Ads campaign, we consolidated separate listings into well-matched multi-variant offers.

Creating multi-variant offers allowed us to keep target customers within the client’s own range.

This approach also reduced promotion costs – a single featured listing led customers to a listing with a wider selection.

Variants

Multi-variant umbrella offer on Allegro — colour selection

Problems and challenges

The company’s range is fairly focused, and its stock rotates constantly. Improving listings and titles across the board, as well as making changes to the advertising campaigns, is an ongoing challenge that depends on the weather and the season.

Competition in umbrella sales is fairly strong, which means the client’s listings have to break through among many different products.

A holistic approach

During the first months of our partnership, we also:

  • Refreshed the look of the Allegro shop, reorganising the categories and improving the visuals,
  • Adjusted prices to meet the requirements of the Allegro Smart programme, which increased the average basket value,
  • Introduced product bundles and volume discounts,
  • Took an iterative approach to every change we made – in a loop of checking the result, making a change, analysing its effectiveness, optimising for greater efficiency and checking the result again.

As a result, we built a year-round sales plan that significantly reduced the impact of weather fluctuations on the account’s results.

The results of our work

Once our partnership began and we gradually rolled out our strategy, the expected cycle of sales growth got under way. Significant increases were visible in every subsequent month of our work together.

Sales value (PLN)
Sales value (PLN)
January 202425,170
February 202435,402
March 202430,969
April 202452,926
May 202462,535
June 202471,315
July 202456,869
August 202442,494
September 202465,308
October 202447,008
November 202446,710
December 202444,445

Campaign results

The advertising campaign was kept within a fixed, agreed budget at all times. The average return at the start of our partnership was over PLN 9, while the average monthly sales value came to over PLN 21,200.

Sponsored offers – sales value (PLN)

Sponsored offers – sales value (PLN)
January 202415,579
February 202415,696
March 202413,159
April 202424,640
May 202427,688
June 202430,078
July 202422,638
August 202419,495
September 202423,005
October 202422,503
November 202423,379
December 202416,857

Summary

…and we’re not done yet!

Our partnership with the client is ongoing, which means we keep adapting and optimising every promotional element to the ever-changing conditions for sellers on the Allegro marketplace.

We believe our joint efforts will bring tangible benefits to our clients!

Thank you for your trust!

Client’s Google review of working with Raise Your Sales
Umbrella distribution company

Selling seasonal products and want similar results for your business?

We specialise in supporting manufacturers and distributors with their sales on Allegro and other marketplaces. For many years, we have been helping companies across a wide range of industries increase the visibility of their listings, improve conversion rates 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.

  • +34%in monthly sales
    (Jun 2024 vs Jun 2023)
  • PLN 254.7kin sales from Allegro Ads
    (Jan–Dec 2024)

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