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E-shop with Alcohol: How We More Than Tripled Revenue in 3 Months

The world of online alcohol sales is increasingly popular, and competition is enormous, so we decided to implement some new strategies and tactics to improve our partner's market position. In this article, we will share some of our most successful approaches and show you how you can achieve similar results for your business.

1. Stabilizing Facebook Campaigns

When this e-shop started the collaboration, its Facebook campaigns were limited to simple post promotions. Historically successful catalog and brand campaigns were turned off. The first step was to ensure the correct functioning of the META pixel and Conversions API. They activated options such as "Automatic Event Tracking Without Code" and "Automatic Advanced Matching," improving measurement accuracy by approximately 10%. Here are some of the first campaigns launched:

  • Category Acquisition Campaign: We selected top categories based on Google Trends combined with price analysis from Heureka. We primarily chose from categories like RUM, WHISKY, and SLOVAK ALCOHOLS.
  • Special Acquisition Bidding Campaigns: We created a special Bid Cap and Cost Cap strategy, presenting a wide range of products to three main audience segments: users interested in alcoholic beverages, lookalike audiences created from people who ordered in the last 180 days, and the general public aged 18+.
  • Dynamic Remarketing: This campaign aimed to "close the deal" with potential customers who showed interest but did not make a purchase. Based on experience, we decided to use reminders within 3 days of viewing the product and within 7 days of adding it to the cart.

2. Heureka's Role in Marketing Strategy

Heureka played a significant role in the marketing strategy of this alcohol e-shop due to its valuable functionalities, such as customer reviews and price comparisons with competitors. However, customer loyalty was a challenge. When customers find products on Heureka and make a purchase, they are unlikely to return directly to the business's website. Instead, they are likely to search on Heureka again.

After taking over the Heureka.sk account, they found that only 33% of products were correctly categorized. Therefore, the first key step was to optimize the product feed using the MERGADO tool. The second step was to analyze the market position concerning prices. Finally, they set up and gradually optimized bids on Heureka.

Thanks to these steps, Heureka generated 45% of the total e-shop revenue according to Google Analytics. Other benefits gained from Heureka included increased visibility, improved credibility, higher traffic and sales, maintaining costs at the right level, and valuable analyses and reports.

3. Unconventional Marketing and "Thinking Out of the Box"

A significant part of our strategy was also testing brand-focused campaigns on sites with "adult" content. Using the TrafficJunky platform, we managed to gain cheap and relevant traffic to the website. The results were low cost-per-click (CPC) of €0.006 and cost-per-thousand-impressions (CPM) of €0.09.

It is important to note that these placements are not suitable for every business, but for segments like alcohol, gaming, and adult content, these placements have proven effective.

4. Export to the Czech Republic

After successfully establishing in Slovakia, we decided to expand our presence to other countries. Various countries were considered, including the Czech Republic, Hungary, and Romania. Considering the linguistic and geographical proximity, we chose the Czech Republic. Using the experiences from Slovakia, we followed a clear procedure:

  • Launching campaigns based on proven strategies from Slovakia: For similar/lookalike audiences, we used the customer database from Slovakia and let the system create lookalike audiences in the Czech Republic.
  • Ensured presence on Heureka: We also tried other non-standard advertising placements.
  • Launched the Czech version of the website in February: By May, it achieved the same revenue as the Slovak version.

5. E-shop Results

The implementation of these strategies brought significant results for this e-commerce business:

  • Tripled revenue in 3 months.
  • Marketing costs, including work, at 10% of actual revenue.
  • Improved conversion rate from 1.89% to 3.65%.
  • Increased customer lifetime value.
  • Successful international market expansion with corresponding revenue growth, risk diversification, and increased brand awareness.

By combining effective Facebook campaign strategies, utilizing Heureka's opportunities, testing unconventional marketing methods, and expanding into new markets, this alcohol e-shop achieved exceptional success. This case serves as a valuable guide for any business looking to optimize its marketing efforts, maximize revenue, and build a strong online presence. Get inspired and adapt these strategies and steps to your specific business needs.

We hope this case study helped you expand your business with new ideas. If you have any additional questions, feel free to contact me. If you want to learn more about the world of online marketing, don't forget to follow us on Facebook and subscribe to YouTube.