Najšport | Case Study The Right Track in Marketing
Project Overview
Client: Najšport
Industry: Sports retail (cycling, winter sports)
Company size: Medium-sized e-commerce & retail
Duration of cooperation: Since 2018 - present
Starting line: What we were supposed to achieve
Najšport entered the season with a clear goal. To maintain revenue at the level of the previous year, while significantly streamlining marketing investments. The key ambition was to reduce online costs by up to 40% without negatively impacting performance.
At the same time, the client needed to increase gross profit and work more systematically with the margin. An important part of the assignment was also better linking marketing with actual sales across online and offline channels, to enable more accurate and data-driven decision-making.
How we embraced the strategy
Instead of just increasing the budget, we focused on more precise performance management. The foundation was a multichannel strategy that connects online and offline data and allows for marketing optimization based on the real impact on the business.
Pricing linked with marketing
A key element was linking pricing with performance campaigns. We implemented dynamic repricing through Pricing Fox and set clear margin rules that were directly reflected in Shopping campaigns. Thanks to this, we were able to manage not only demand but also profit.
Gear Shifting: Campaign and Channel Structure
We simplified the campaigns and gave them a clear role. We separated acquisition (Demand Gen) from performance (Shopping, remarketing) and focused on what truly makes an impact. Better creatives, cleaner structure, and more precise targeting.
Tracking: Working with Audiences
We first effectively scaled the traffic and then segmented it based on behavior, locations, and data from the e-shop and stores. At the end of the funnel, we were able to target more precisely and with a higher probability of conversion.
Reducing Resistance: UX and Conversions
We didn't stop at marketing. We also looked at the website and removed unnecessary barriers in the purchasing process.
We simplified product selection, clarified information, and sped up the website. The result was a better user experience, higher conversion, and performance that makes sense even from a margin perspective.
Results
+9.38%
Revenue
+2.99%
Margin
-44.22%
Online costs
1711% to 3451%
ROI
+12.51%
Profit
