Megatop case study
From Digital Chaos to System: +140% online orders through strategic and operational changes for a fashion retailer
B2C ▪️ E-commerce ▪️ BLR
Key Achievements
- Order Growth: Improved planning and clear KPIs for campaigns led to a 140% increase in online orders over 10 months.
- Email Marketing Implementation: Introducing this new channel generated up to 190 additional orders per month with the lowest Cost Per Order (CPO).
- Optimized Analytics and Reporting: Implementing in-depth e-commerce and cross-channel analytics provided better insights into marketing effectiveness, increasing annual revenue by 27%.
Background
Megatop, a prominent e-commerce entity and well-known footwear retailer with over 80 stores across Belarus and Russia, faced significant challenges in structuring its online marketing efforts. Despite having a user-friendly and popular online store, the company struggled with disorganized marketing activities, ineffective communication with advertising agencies, and a lack of measurable results. A comprehensive overhaul of their marketing strategy, campaign management, and analytics was necessary to enhance overall efficiency and drive growth.
Approach
I delved into the company's existing promotional processes and visualized the current sales funnel. This helped identify key areas needing improvement, understand the customer journey, and uncover growth opportunities.
Recognizing the need to restructure interactions with advertising agencies, I introduced weekly meetings with each agency. These sessions included detailed campaign performance reports, discussions on upcoming steps, and updates on goals. This initiative significantly enhanced transparency and optimized the use of advertising platforms such as Google Ads, Yandex Direct, VKontakte, MyTarget, BYYD, and Criteo, ensuring maximum return on Megatop's marketing investments.
Process Analysis
Agency Collaboration
We introduced email marketing as a strategic channel using the eSputnik platform. Collaborating with another agency, we developed and launched segmented email campaigns and trigger-based email sequences that automatically responded to user behavior on the site. This approach resulted in nearly 200 additional orders each month, with the lowest CPO among all paid acquisition channels. The investment in email marketing paid off within the first five weeks, with the channel's Return on Marketing Investment (ROMI) averaging 147% monthly.
I facilitated the adoption of comprehensive cross-channel analytics through Roistat. This end-to-end analytics system linked digital marketing expenditures to actual revenue, providing a clearer picture of channel effectiveness and enhancing marketing management precision.
Email Marketing Integration
Advanced Analytics Implementation:
Challenges Encountered
Approval Processes
In large organizations, bureaucratic procedures often consume considerable time and stifle innovation. A more agile system could have accelerated progress and potentially yielded even better results.
Contractor Quality
Unfortunately, the quality of service and communication provided by many contractors is often less than stellar.
Website Limitations
Due to the business's scale and logistical complexities, Megatop's website was heavy, complex, and laden with numerous integrations, making it cumbersome for hypothesis testing. While unavoidable in our case, it's important to note that easier access to website modifications can expedite progress.
Structured management of partner agencies and more effective advertising campaigns led to a 140% increase in online orders over 10 months.
Email marketing contributed an additional 190 orders per month, achieving the lowest CPO among paid channels.
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Monthly sales increased by an average of 20% in physical stores and 36% online compared to the previous year.
Smoothing out seasonal fluctuations. In the past, the company had to contend with pronounced dead months, when purchasing volumes dropped significantly. Now we see more stable demand throughout the year.
The company's record annualized revenue growth of +27% over the previous best result was due in large part to more targeted marketing efforts.
Results
"When Alexandra joined the company, digital activities was handled by contractors, whos job we were not particularly pleased with. One of her first tasks was to promote a new brand in the company's portfolio. Alexandra, together with the designer, developed the landing page and promotional materials. Her sense of taste was excellent. This issue in our company was a disturbing one for the owner.
Later we decided to develop email communication with clients, and this also became Alexandra's responsibility. She put a lot of work into the integration and implementation of this channel. Triggers were set up, active work in order to collect the subscriber's base has been done and promotional mails started to be send reguralry. Alexandra has been working on every email and seemed to be putting her heart into it, trying to make it perfect, and this brought an amazing response from our customers. Over time, conversions in the channel grew significantly.
Everything conceived worked out well and e-commerce in the company has reached new level. We celebrate the overall results together as well. Alexandra's internal sport core and the habit of achieving results, no matter what, played a massive role in managing contractors and getting things done successfully. I was always sure that any tasks assigned to Alexandra would be completed quickly and efficiently.
Alexandra is a professional who keeps evolving every day. Working with Alexandra was fruitful and efficient. If you need a result - Alexandra is the marketer to go for."
Later we decided to develop email communication with clients, and this also became Alexandra's responsibility. She put a lot of work into the integration and implementation of this channel. Triggers were set up, active work in order to collect the subscriber's base has been done and promotional mails started to be send reguralry. Alexandra has been working on every email and seemed to be putting her heart into it, trying to make it perfect, and this brought an amazing response from our customers. Over time, conversions in the channel grew significantly.
Everything conceived worked out well and e-commerce in the company has reached new level. We celebrate the overall results together as well. Alexandra's internal sport core and the habit of achieving results, no matter what, played a massive role in managing contractors and getting things done successfully. I was always sure that any tasks assigned to Alexandra would be completed quickly and efficiently.
Alexandra is a professional who keeps evolving every day. Working with Alexandra was fruitful and efficient. If you need a result - Alexandra is the marketer to go for."
Pavel Sidorovich
Head of E-commerce at Megatop
