As an online marketing agency Avedeo we came up with the first pilot project in the field of dietary supplements Purerituals.cz. We clearly defined our target audience and wanted to start with a project that would be built on retention.
As we proceeded
1. Logo and brand name
Based on the target group and ambition, we wanted to create a brand from the outset that would have an international reach. We didn’t want a Czech name because it would limit us in expansion. After a longer thinking with colleagues we came up with the name Pure Rituals, which is apt for the range we offer. We created a simple modern logo to go with it and the brand was born.
We wanted to differentiate ourselves from other dietary supplements so that we didn’t come across as a pharmaceutical product.
2. Product
We found a manufacturer and together we agreed on the terms. We started selling products that people already knew well.
3. Market and competition analysis
We found out how big the market was in dietary supplements in the Czech Republic and set goals that included, for example, the size of the market share we would like to cut in the future. We did a competitor analysis, especially their packaging, product form and pricing. This provided us with valuable information for our approach.
4. Labels
Label design was essential for us to resonate with our target audience. We wanted to make the colour combinations playful but at the same time feel exclusive. We take a lot of pride in the quality of our products.
4. Pricing
After analyzing the competition, we set our pricing to make sure we had enough margin and were able to sell competitively.
5. Eshop
From our experience in marketing, we know that it doesn’t make sense to invest a lot of money in a customized website at the beginning, but just start with a shoptet, which has a number of technical advantages in terms of SEO and UX (user friendliness). It’s much more important to invest more money in marketing for branding and sales.
6. Competitive advantages
We have prepared several competitive advantages for customers and launched an e-shop.
How we proceeded in online marketing
Data on how customers search for our products is important for the start of the e-shop and we have prepared a keyword classification analysis based on this. Thanks to it, we were able to visualize the strength of the brand from the competitors, the overall demand on the Internet and for our marketers the keywords they continue to work with in their ads.
Our main strategy in SEO is the blog part. We prepare expert articles on healthy sleep, energy, stress, boosting immunity and other interesting articles. The organic traffic results for the first year are 8,55 thousand. We are actively working on linkbuilding strategy to strengthen the authority of the site.
2. Structure of the e-shop
Based on the keyword analysis, we prepared the structure of the e-shop to make it both technically and user-ready for customers.
3. Advertising
To get the e-shop off the ground, we engaged the two most powerful online marketing channels – Meta ads (Facebook and Instagram ads) and Google ads (Google ads).
Google Ads Results
| prokliky | zobrazení | konverze | cena/konverze | PNO | konverzní poměr |
| 43949 | 4709523 | 3961 | 118,95 Kč | 30,83% | 3,99% |
Meta Ads Results
The advertising system does not allow us to calculate the total results (only for individual campaigns). We attach the calculated total numbers from excel.
| zobrazení reklamy | Dosah reklamy | Kliknutí na odkaz | Nákupy | konverzní poměr | Četnost | CTR |
| 5 955 122 | 1 126 885 | 77 391 | 1 490 | 1,92% | 5,28 | 2,31 % |
4. Brand Vuilding
We knew that we needed to start building the brand and we started organically social networks, a blog part on the e-shop and a brand video, which was then promoted on social networks and YouTube.
To increase followers on social media, we created a competition for our products and we were surprised ourselves at the reach it had and how many people started following us.
5. Themed events and discounts
We don’t want to be one of those brands that’s always putting something on sale. We sell quality that we stand behind because it really helps. We do themed discounts a maximum of 6 times a year. The most successful events have been Black Friday (20% off everything), celebrating the 1st Anniversary of the brand (20% off). Other events such as free shipping or a smaller discount did not have such an impact on the results.
6. Affiliate program
After a higher monthly turnover, we opened affiliate networks, which we used as a supplement to our overall turnover. Normally this is about 5%-20% increase in sales. We use the network www.ehub.cz.
7. Emailing and SMS marketing
This is still one of the most effective marketing channels. It starts to make sense when you have a sufficient database of contacts. We consider it a great tool for promoting retention, news on the store, educating customers through the blog section and informing them about any event.
Future plans with our e-shop
To regularly expand our product range so that every customer can choose from us.
We currently sell in the Czech Republic and Slovakia and are finalizing our expansion to Hungary. In 2023 we want to focus on German-speaking countries.
Conclusion
Nowadays, it is no longer enough to set up an e-shop and sell. Everything has to be strategically planned to give the project a better chance of success.
