Dučplant | Case Study How Dučplant Began to Thrive

The family gardening business Dučplant had a quality assortment, a wide target group, and stable demand. Despite this, its e-shop had not been growing at a pace that matched the brand's potential. It collaborated with several agencies, but the results remained more stable than growth-oriented.

After a successful start to the collaboration and significant growth in the first few months, we focused on the next step - systematically and sustainably maintaining the growth of the e-shop.

Based on data, analyses, and customer insights, we prepared a comprehensive marketing strategy that connects PPC campaigns, email marketing, and content communication into one coordinated system.

Client: Duč Plant, s.r.o.

Industry: E-commerce, gardening, plant production

Company size: Medium-sized e-shop

Duration of cooperation: Since December 2024

• E-mail Marketing
• Google Ads
• Meta Ads
• SEO
• Price Comparators

At the beginning of the collaboration, we conducted an analysis of user behavior, search trends, and seasonal demand fluctuations.

We supplemented this data with a customer survey, which helped us better understand customer motivations, their purchasing decisions, and their perception of the Dučplant brand. Based on the insights gained, we prepared a marketing strategy aligned with the client's actual business cycle.

During the first month of complete marketing management, the coordinated multi-channel approach translated into initial results. Thanks to the synchronization of PPC campaigns, email marketing, and content communication, the performance of the campaigns and the number of conversions significantly increased. Campaign revenues for the first month increased year-on-year by 554% and the number of conversions by 860%. Check out our case study on the beginnings of our collaboration with Dučplant. 

On this basis, we defined the main campaigns throughout the year - Gardening Days, Summer Days, Autumn Days, or Frosty Days, which reflected the seasonality of the segment and allowed for better planning of marketing budgets and communication.

We built the performance strategy on a combination of acquisition campaigns and remarketing, which covered various phases of the customer purchase cycle.

The key tool for scaling performance became PMAX campaigns, which allowed us to effectively work with demand across channels.

To increase the relevance of ads, we implemented:

• 57 DSA page assets, which allowed dynamic adaptation of ads to individual seasonal categories
• product tags in the tool Mergado, created using 57 rules, which divided products into precise seasonal segments
  

Each product group thus had its own DSA communication and more precise targeting.

This model allowed us to flexibly manage budgets according to the current phase of demand – strengthening investments during the peak season and optimizing them outside of it.

Alongside performance campaigns, we also developed systematic email marketing.

The foundation became a editorial calendar with regular newsletters, which connected:

• seasonal campaigns,
• product tips,
• thematic collections,
• educational content for gardeners.
  
  

Thanks to segmentation and automations, it was possible to personalize communication according to customer behavior and increase its relevance throughout the year.