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EspañolCase study Jumo Design
AllegroThe power of Allegro Ads: sales quadrupled in just 5 months
About the client
Jumo Design distributes upholstered and kitchen furniture, as well as furniture for home and office spaces.
Before we started working together, the store was struggling with stagnant sales caused by strong competition offering similar or even identical products. This led to poor listing visibility and a lack of interest from customers – even though online sales of bulky furniture have been growing far faster than bricks-and-mortar retail for years.
What Jumo Design offers
| Category | Example products |
|---|---|
| Living room furniture | bookcases, chests of drawers, display cabinets |
| Kitchen furniture | TV stands |
| Bedroom furniture | upholstered beds, bedside tables, dressing tables |
| Versatile furniture | chairs, coffee tables, tables, wardrobes |
The furniture market and industry on marketplaces
The furniture industry has been moving online for years. More and more customers buy furniture entirely online, skipping showroom visits and making their decision based solely on photos, descriptions and other buyers’ reviews.
For furniture manufacturers and distributors, this brings a new challenge: having a good product at a competitive price is no longer enough – you also need to present and promote it effectively among thousands of similar listings. Growing competition on price and visuals means that selling furniture online today takes more than a wide catalogue; it calls for a well-thought-out visibility strategy, whether in Allegro search results or on Google.
Where to sell furniture to reach as many buyers as possible is a question most manufacturers in this segment are asking themselves today. Increasingly, the answer is selling furniture on Allegro – the platform gives access to millions of active buyers, but it also demands ongoing work on account and listing quality. Businesses still wondering how to promote a furniture store online should treat the marketplace as a complement to their own online shop, not as a rival to it.
The client’s challenges
During a free consultation, the owners of Jumo Design shared a list of difficulties they were facing in optimising their Allegro account:
tailoring the right sales strategy to Allegro,
no in-house know-how on optimising Allegro Ads advertising,
inefficient use of the Allegro Ads budget,
weak sales despite competitively priced products,
difficulty calculating sales profitability correctly,
maintaining account quality and meeting all the platform’s requirements.
What we did
Audit
We began our work with a thorough audit of the seller account. We identified the key areas for improvement:
- Poor ranking and visibility of listings on Allegro. The furniture listings ranked poorly in search results due to strong competition and insufficient optimisation.
- Inefficient use of promotional tools (‘Featured listings’, ‘Buy Together’). The furniture company was not making proper use of the Allegro features available for boosting listing visibility and basket value.
- Poor listing quality. A lack of professional presentation – including no logo or banners, plus short titles and descriptions – was hurting customer interest.
- Untapped Allegro Ads campaigns. The company was not using Allegro Ads for promotion, which limited its reach and sales potential.
- No participation in Allegro promotional programmes. By not taking part in the recurring promotional programmes, the company was missing out on extra opportunities to grow sales.
Strategy and solutions
Our scope of work covered helping to promote the furniture store and improving listing rankings. The owners handled the other points from the audit, along with any changes to the account, themselves.
To achieve a high return on ad spend, the key was refining the listings and their content by expanding the descriptions, photos and titles.
Visibility and ranking
The most important thing to put in place was greater listing visibility. We achieved this by:
- launching an Allegro Ads campaign,
- using featured listings for promotion,
- regularly taking part in Allegro promotional programmes.
Rolling out the Allegro Ads campaign
The next step was an analysis based on historical data from the client’s account, monitoring of competitors’ listings and a review of the product categories our client sells in. The results of the analysis allowed us to take the following steps:
- designing an ad campaign structure split by key product categories – e.g. kitchen furniture, living room furniture and bedroom furniture,
- selecting the most attractive listings with high returns and strong customer interest, and giving them separate ad groups with tailored CPC bids,
- adjusting the budget and CPC bids for specific ad groups.
Properly refining the look of the listings and optimising the ads on a regular basis began to deliver a high return of around €10 for every €1 invested in Allegro Ads advertising.
| March 2023 | 7,373 | 10.5 € |
|---|---|---|
| April 2023 | 9,112 | 11.5 € |
| May 2023 | 7,989 | 10.2 € |
| June 2023 | 9,376 | 12.1 € |
| July 2023 | 13,689 | 11.5 € |
| August 2023 | 11,753 | 12.3 € |
| September 2023 | 12,237 | 10.1 € |
| October 2023 | 17,211 | 11.1 € |
| November 2023 | 13,403 | 9.8 € |
| December 2023 | 14,724 | 10.2 € |
| January 2024 | 15,372 | 10.8 € |
Featured listings
To boost the visibility of the listings, we applied featured listings to offers we had carefully analysed beforehand. Featured listings and Allegro Ads should go hand in hand as the two key pillars of promotion and of building strong listing positions in search results.
Multi-variant listings
Grouping similar products together and creating colour variants of furniture with the same dimensions allowed us to keep customers within the seller’s listings. With easy access to the rest of the range, customers were more likely to buy from the seller’s account – this applied to bookcases and chests of drawers as well as chairs and TV stands available in different colour variants. Detailed descriptions and photos of each variant also helped reduce furniture returns caused by misjudging the size or colour – a problem every seller of large, bulky products has to deal with.
Product bundles
The next important step was giving customers the option to buy products as a bundle, which appears above the listing description as ‘Buy Together’. It is an additional way to showcase the seller’s other products from different categories that may catch the buyer’s eye. The answer to how to present furniture listings so that customers buy with confidence lies largely in solutions like this – the more context and opportunities to compare products a buyer has on a single page, the lower the risk of them abandoning the purchase.
A holistic approach
During the first months of our partnership, we also:
- regularly submitted listings for Allegro Days promotions,
- carried out keyword research,
- introduced multi-variant listings and product bundles that boost listing visibility,
- proposed expanding the store’s visual identity with additional banners on the store page, listings and product series.
Results of our actions
In the very first month of our partnership, after launching Allegro Ads advertising, we recorded a clear sales increase of over 100%, with sales in March reaching around €15,800. Rolling out changes on a regular basis and improving account quality allowed us to reach around €29,160 in total monthly sales in July. The final quarter then brought total sales of over €94,600. This result clearly illustrates how to build furniture sales online from scratch – even in a category as competitive as furniture, with the right strategy and consistent optimisation.
| January 2023 | 6,228 |
|---|---|
| February 2023 | 6,845 |
| March 2023 | 15,934 |
| April 2023 | 18,553 |
| May 2023 | 14,306 |
| June 2023 | 15,186 |
| July 2023 | 29,161 |
| August 2023 | 23,109 |
| September 2023 | 26,851 |
| October 2023 | 35,236 |
| November 2023 | 33,475 |
| December 2023 | 27,511 |
The impact of the Allegro Ads campaign
Rolling out the Allegro Ads campaign generated sales of €158,512.48, with an average return on ad spend (ROAS) of around €9 for every €1.
Allegro Ads campaign results
| Metric | All campaigns |
|---|---|
| Clicks | 128,372 |
| Impressions | 4,678,625 |
| CTR | 2.74% |
| Average CPC | €0.14 |
| Cost | €17,714.94 |
| Return on ad spend (ROAS) | 8.95 |
| Interest | 8,013 |
| Units sold | 761 |
| Sales value | €158,512.48 |
Summary
…and there’s plenty more to come!
Our partnership with this company 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 work together will bring tangible benefits to our clients.
Thank you for your trust!
Want similar results for your furniture business?
We specialise in helping furniture manufacturers and distributors sell on Allegro and other marketplaces. For many years, we have been helping businesses in the furniture industry increase listing visibility, 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.
- €96,222sales in Q4
2023 - €158,512sales generated by
Allegro Ads campaigns
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