Najšport Case Study Elevating an E-commerce Brand through Unified Design and Marketing

It all started in 2018 when we worked on a redesign of the client's e-shop and its migration to the BUXUS CMS. In 2022, we were presented with a new task - to develop a marketing strategy and help the long-term client achieve its business goals more effectively. As a one-stop-shop agency, we decided to leverage the potential of our specialists in every e-commerce sphere and take marketing and user experience - UX for Najšport to a new level.

Starting in the middle of the season 

Although Najšport is an established retailer of winter sports equipment, they were still a newcomer in the field of cycling when we began our collaboration. We started preparing the marketing strategy in the middle of the season, in the summer. The challenge of achieving results for the client was even greater as e-commerce in Slovakia experienced a 13% decline in 2022.

A fast, yet thorough e-commerce audit and priorities 

From our analysis of previous marketing activities, we found that some channels were not fully utilizing their potential while others were overvalued, even at the expense of profitability. Based on their contribution to turnover and expenses, we determined our priorities, which allowed us to avoid abrupt changes in campaigns. Such changes could have led to a long period of learning new settings on PPC platforms and delayed the delivery of campaign results.

UX research and customer understanding 

To ensure that we considered improving the user experience at every point of the new strategy, we paid special attention to the customer. What is important to them, how do they think, where do they look for information, what motivates them to buy, and what discourages them from buying? A moderated discussion with several potential customers (from different target groups of the client) - the so-called Focus Group - gave us a new perspective on the online business of Najšport.

Campaigns on Google and social media networks

Based on a thorough analysis of keywords (for both summer and winter ranges), we obtained valuable information for paid campaigns. Along with external tools, keywords also helped us optimize Google campaigns, by addressing segmentation and product grouping according to performance. To maximize the reach of visitors in the funnel of their buying process, it was crucial to scale campaigns widely across different types and platforms. We dynamically addressed changes in ads based on client demand and the market. We also leveraged known personalities from the segment to enhance Najšport brand awareness.

Price comparison sites as a stable conversion tool

Hard work - properly processing data and striving to match the largest possible number of products and categories - resulted in great results. Within the first few weeks, a previously weak sales channel became a high-converting tool. How? When setting up paid campaigns, we used the latest proven tools for optimizing costs in bidding and product pricing. The result, while maintaining the same cost-share of revenue (PNO), was a 100% increase in revenue.

Influencer strategy with measurable results

We took our collaboration with influencers to a new level. The first step was to divide the target audience and select relevant influencers. With the chosen influencers, we clearly defined the collaboration and reporting. Our new ambassador, Maroš Molnár, increased brand awareness and credibility. The creatives featuring Maroš Molnár achieved not only above-average engagement rates but also a 16% higher CTR on average.

UX optimization

Thanks to initial findings from the focus group, we gained insight into customer needs. Based on these findings, we expanded product details, added more information about the products, improved the shopping cart, implemented AI-powered recommended and complementary products, and even introduced pre-orders for specific product types. All of this aimed to improve the customer's comfort in the e-shop, remove purchasing barriers, and provide professional services and support to customers without the need for an expert sales assistant in the brick-and-mortar store.