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The Client
Raf-Pol, the owner of the Babylux brand, is a Polish manufacturer of prams, pushchairs, and related accessories. Their product portfolio ranges from universal and multi-purpose travel systems to strollers, footmuffs, and car seats.
Our partnership began with taking over the management of their existing sales accounts on Allegro, eMAG, Kaufland, and Mall. As trust and results grew, we were entrusted with their Amazon operations, and we are currently spearheading their cross-border expansion onto the Worten marketplace.
The Challenge
During our initial consultation, the owner of Raf-Pol shared their current marketplace activities and outlined the hurdles holding their business back:
- Limited capacity: A lack of internal time to implement necessary account changes.
- Knowledge gap: Insufficient in-house expertise regarding international marketplaces.
- Inefficient ad spend: Marketing budgets were not generating the expected return on investment (ROI).
- Account health: Struggling to maintain account quality scores and meet strict platform requirements.
- Lack of strategic direction: No clear roadmap for further cross-border expansion.
The Solution
Allegro audit
We kicked off our partnership with a comprehensive audit of their Allegro seller account, pinpointing the critical bottlenecks:
- Low sales volume, despite a highly competitive product offering.
- Poor organic listing visibility.
- No prior use of Allegro Ads.
- A lack of Promoted Offers.
- A fragmented product catalogue with no variation listings.
- Subpar account health and customer service metrics.
Enhancing visibility
The immediate priority was to significantly improve the visibility and quality of the listings. We achieved this by:
- Launching highly targeted Allegro Ads campaigns.
- Strategically deploying Promoted Offers.
- Grouping products into multi-variant listings.
Strategy & implementation
We operate on the principle that a great product will ultimately speak for itself – but it is our job to ensure it gets seen in the first place. Therefore, our core strategy focused on building strong brand awareness for Babylux among Allegro shoppers.
Amazon Ads overhaul
After defining our objectives and finalising the strategy, we dived into the data to build high-performing campaigns. By leveraging historical sales data, category insights, and competitor analysis, we executed the following:
Built a campaign structure tailored to key product categories.
Targeted the most relevant search terms using the Campaign Planner.
Optimised budgets and CPC bids for specific ad groups.
The Result: Ad implementation drove a massive surge in listing impressions (from 169k to 288k), delivering a highly satisfying ROI almost instantly.
Promoted Offers
The second pillar of our visibility strategy was, and continues to be, Promoted Offers. Previously, Babylux had no strategic approach to this feature. Promotions cannot be left to chance; they require active management and continuous optimisation throughout the sales lifecycle.
Multi-variant listings
In tandem with the Promoted Offers, we needed to tidy up the storefront by structuring products into logical, multi-variant listings. Creating two-tier variations successfully kept prospective buyers on the seller’s listing rather than bouncing to competitors. Crucially, this approach slashed promotional costs: a single Promoted Offer now directed traffic to a listing showcasing a much wider range of options.
Allegro results
Following the implementation of our tailored strategy, the account entered a period of sustained sales growth. Month-on-month, the numbers climbed, ultimately resulting in a Year-on-Year (YoY) sales increase of over 100%.
Amazon expansion & audit
As with Allegro, our Amazon account management began with a deep-dive audit to identify the unique challenges the brand faced on this specific platform. Based on our findings, we mapped out a robust strategy and a clear roadmap designed to boost product ranking and drive profitability.
Enhancing visibility on Amazon
To rapidly improve visibility and listing quality on Amazon, we rolled out the following:
- Optimised product titles enriched with high-volume search terms.
- Designed and implemented bespoke A+ Content (A+C) to build brand authority.
- Audited and streamlined existing PPC campaigns.
- Configured parent-child product variations.
- Updated product listings with high-converting infographics.
Implementation
Once the strategy was locked in, we got to work. Relying on historical data, category trends, and competitor mapping, we took the following steps:
Successfully enrolled the brand in Amazon Brand Registry.
Expanded and SEO-optimised basic product descriptions.
Populated the backend with highly relevant Generic Keywords.
Rewrote and expanded the bullet points to highlight unique selling propositions (USPs).
Overhauled product titles to include crucial search terms.
Built complex two- and three-tier variation families.
Conducted a full audit and optimisation of Sponsored ad campaigns.
A holistic approach
During the initial months of our partnership, we also took a wider strategic view:
- Expanded the account’s reach across Europe into FR, IT, and ES.
- Introduced Amazon Business pricing and implemented quantity discounts to capture B2B buyers.
- Launched targeted promotional campaigns to drive initial velocity.
Amazon results
Every passing month of our collaboration brought clear, measurable sales growth. Within a few months, Amazon revenue successfully scaled to an impressive €40,000 per month.
Launching on eMAG
The next phase of scaling our client’s business involved rolling out their catalogue across all eMAG markets (RO, HU, BG). Our responsibilities included:
- Creating SEO-rich listings and a cohesive template across all three markets.
- Grouping products into logical variations.
- Building and launching PPC ad campaigns.
- Managing participation in platform-specific promotional events.
eMAG results
Since launch, we have recorded consistent, month-on-month sales growth. We continue to actively optimise listings and monitor competitor behaviour to secure our market share.
Expanding via Kaufland
Simultaneously, we launched the product range across all available Kaufland marketplaces (DE, SK, CZ). Our action plan included:
- Rolling out offers across all regions and optimising Product Detail Pages (PDPs).
- Injecting high-converting local keywords.
- Structuring listings to ensure variations displayed flawlessly.
- Launching targeted ad campaigns.
- Implementing promotional vouchers to drive conversion rates.
Kaufland results
From day one of trading, the account has delivered steady month-on-month revenue growth.
Phasing out Mall / Mimovrste
It is also vital to mention the sunsetting marketplaces that were recently acquired by Allegro. Observing a steady churn of customers moving away from these marketplaces, we worked closely with the client and mutually decided to halt sales on these platforms. This decision was driven by:
- The launch of Allegro CZ and SK.
- Continuous customer drop-off.
- The lack of a dedicated seller dashboard.
- An inability to run internal ad campaigns.
However, the groundwork laid during the initial setup was substantial and included:
- Creating all baseline listings.
- Structuring product variations.
- Establishing API integration with BaseLinker.
- Designing listing templates.
Looking ahead: Next steps
- Scaling the German market (DE): Exploring new advertising avenues, building defensive ad campaigns to protect brand real estate, and actively introducing new products into the marketing mix.
- Scaling FR, IT, and ES: Continuous SEO optimisation (refining titles, bullet points, and Generic Keywords) paired with aggressive, parallel PPC strategies.
- Exploring new horizons: Scaling existing platforms while actively seeking out new, profitable marketplaces for expansion.
- Competitor intelligence: Ongoing analysis of competitors across DE, FR, IT, and BE to evaluate the true sales potential of new product lines.
....and we are just getting started!
Our partnership with Raf-Pol is ongoing. We continuously adapt, tweak, and optimise every facet of their sales operations to stay ahead of the ever-changing algorithms and policies on Allegro, Amazon, and beyond.
We truly believe in our clients’ products, which is precisely why we consistently succeed in scaling their sales.
Would you like to achieve similar results with us?
Let's talk about growing your sales across marketplaces!
