REFERENCE: VÝKONNOSTNÍ MARKETING PRO ZAHRADNICKÝ E-SHOP
O 43 % větší zisk při stejném rozpočtu
OZY is a Slovak online store selling gardening supplies—a business that thrives mainly in the spring and summer, while business traditionally slows down in the winter. The goal for 2026 wasn’t to spend more, but to focus on growing profits without inflating the budget.
And the result? In the first half of the year, we increased profits by 43% and revenue by 36% year-over-year, while maintaining virtually the same media budget. How did we do it? Read on to find out.
BACKGROUND AND APPROACH
More profit from the same budget
The gardening product line is highly seasonal: sales are strong in the spring and summer, but demand drops off in the winter, and every euro spent on advertising yields a much lower return.
But we want to help our client, OZY, grow throughout the year—not just stay in place. That’s why we’ve decided to generate even more profit this year—with minimal impact on the media budget. We’ll do it the right way, through a marketing strategy and actions that make sense.
Four Strategic Moves
Launch a video on Meta
Tam, kde konkurence video neřeší, jsme ho nasadili naplno a oslovili zákazníky formátem, na který v oboru nejsou zvyklí.
Revitalize the Off-Season
V zimě, kdy poptávka na e-shopu spí, jsme přes výhradní zastoupení sekaček iGarden rozjeli samostatnou akci. Zima začala vydělávat.
Fix Google Ads
Rozpočet jsme přesměrovali na nejziskovější produkty a zbytek sortimentu dali hlídat „průzkumné“ kampani.
Nakopnout stálý e-mailing
Z nárazových slev jsme udělali pravidelný edukační kanál s hodnotným obsahem, který si lidé chtějí otevřít.
META ADS: VIDEO AND CREATIVE DIVERSIFICATION
Video táhne tam, kde konkurence mlčí
Konkurence v zahradničení video prakticky neřeší. My ho rozjeli naplno a oslovili zákazníky formátem, na který v tomto oboru nejsou zvyklí – náskok, který se nedá koupit rozpočtem. Velká část obsahu je navíc edukační, což u zahradníků buduje důvěru dřív, než řeší cenu.
Průměrná hodnota objednávky na Metě díky tomu vyrostla o 58 %.
SEASONAL PURCHASES: iGARDEN ROBOTIC LAWN MOWERS
A New Sales Pillar from the Dead of Winter
Winter is traditionally the slowest season for gardening—demand slows down, and it’s hard to spend money wisely during this time. This year, we gave it new meaning: OZY became the exclusive distributor of iGarden robotic lawn mowers for Slovakia, and we built an entire launch campaign around them—waves of emails with introductory discounts, advertising banners and videos, and prominent placement on the website.
And the result? A ROAS of 14.2 during a period when profits are typically nonexistent, and a new product pillar for winters to come.
GOOGLE ADS: PMAX AND ACCOUNT STRUCTURE
Performance on Products That Generate Revenue
Přestavěli jsme účet tak, aby peníze tekly hlavně tam, kde je zisk: nejziskovější produkty ženeme přes hlavní PMAX kampaň s plně vyplněnými podklady, zbytek sortimentu hlídá druhá „průzkumná“ kampaň jako síto – co plýtvá, zastavíme, co zaboduje, ještě posílíme.
Účet se tím sám čistí a hledá nové hvězdy, místo aby dotoval slabé produkty. ROAS celého účtu vzrostl z 9,3 na 10,5 a průměrná objednávka o 62 %.
EMAIL MARKETING: AUTOMATION AND NEWSLETTERS
From One-Time Events to a Regular Channel
Email is an audience the client already has—it’s a shame to reach out to them only with discounts. That’s why we turned it into a regular channel that people actually want to open: a seasonal newsletter tied to the current top category, educational content, a welcome series for new contacts, and exclusive pre-sale campaigns.
Even with three times the volume of mailings, the open rate remains between 59% and 71%, and revenue from email marketing has grown by 63% year-over-year.
Results for the First 6 Months
And the results?
No magic—just hard work on performance marketing and a strategy that works.
How does the client see it?
"We felt the benefits of working with the Krejta agency right after our first year of collaboration, when the COVID-19 pandemic hit. We were able to respond quickly and flexibly to the changing circumstances. Thanks to that, we were able to grow even during the difficult period of the pandemic and in its aftermath."
