Project Info
Client: myrawjoy.com
Industry: Organic Foods (Vegan & Raw Foods)
Target Markets: European Union, Germany, United Kingdom, Czech Republic
Goal: Establish a strong online presence, scale direct-to-consumer sales, and increase brand awareness
Date: 2019 – 2023
Objective: Develop and execute a comprehensive e-commerce and digital marketing strategy to grow My Raw Joy from a primarily offline retail brand into a successful online business.
Between 2019 and 2023, I built the My Raw Joy brand online from scratch, transforming it from a niche organic snack brand sold exclusively in Czech retail stores into a recognized e-commerce business across multiple European markets. By implementing a new digital strategy, e-commerce platform migration, and data-driven marketing approach, I increased online sales by 300% and established a profitable direct-to-consumer (DTC) model.
Challenge
Before this transformation, My Raw Joy faced several obstacles that limited its growth potential:
- Minimal Online Presence: The brand relied primarily on offline retail sales in the Czech Republic, with no strong online identity or digital marketing strategy.
- Limited Revenue & Market Reach: Without an effective e-commerce strategy, expansion beyond local wholesale partnerships was difficult.
- High Dependence on Retailers: Selling through large physical stores meant low profit margins and unfavorable agreements due to the brand’s small size.
- No Established Direct-to-Consumer (DTC) Sales Channel: The company lacked the tools and infrastructure to sell directly to customers, leading to lost revenue opportunities.
- Untapped European Market Potential: My Raw Joy aimed to expand into Germany and the UK but needed a cost-effective way to test these markets before making large-scale investments.
Solution
To build a profitable online presence and transition to a direct-to-consumer model, I developed and executed a multi-phase digital strategy:
E-Commerce Platform Development
- Migrated from Wix to Shopify to create a scalable, high-converting online store.
- Designed a localized shopping experience for the Czech, German, and UK markets.
- Integrated Shopify apps for upselling, cross-selling, and automated promotions to maximize revenue.
Brand Positioning & Awareness
- Created a cohesive brand identity online, ensuring consistency across the website, social media, and marketing materials.
- Developed SEO-optimized content and blog articles to increase organic traffic.
Digital Marketing Strategy & Growth
- Ran targeted paid ad campaigns on Google, Facebook, and Instagram, refining audience targeting to reduce acquisition costs.
- Launched email marketing automation, implementing abandoned cart recovery, post-purchase upsells, and customer retention sequences.
- Created and executed seasonal campaigns (Black Friday, holiday promotions) to drive sales spikes.
Customer Data & Performance Optimization
- Used A/B testing to refine landing pages, email content, and ad creatives for higher conversion rates.
- Implemented data-driven decision-making using Google Analytics, heatmaps, and user behavior tracking tools.
Project Management & Team Leadership
- Managed a cross-functional team of 5 specialists (developers, designers, content creators, and PPC experts).
- Used Asana and Kanban methodologies to oversee project execution and meet key milestones.
Analysis Conducted
Throughout the project, I continuously assessed and optimized strategies by:
- Market Analysis: Evaluating target audience behavior and demand across different European markets.
- Competitor Benchmarking: Studying successful organic snack brands to position My Raw Joy effectively.
- A/B Testing: Refining ad creatives, email content, and website UX based on performance data.
- Sales Funnel Analysis: Tracking customer journeys and optimizing touchpoints to increase conversion rates.
Key Metrics & Results
The implementation of this strategy led to significant improvements in brand performance:
- Revenue Growth: Increased online sales by 300%, transforming the brand’s revenue model.
- Higher Average Order Value (AOV): Successfully increased AOV to €65 per order, despite low individual product prices (~€4).
- Customer Retention & LTV Increase: Automated email campaigns generated €3k/month in additional revenue, improving customer lifetime value.
- Cost per Acquisition (CPA) Reduction: Optimized paid ad campaigns to lower customer acquisition costs while scaling reach.
- Market Expansion Success:
- Germany became the strongest-performing new market due to localized marketing efforts.
- Czech Republic showed steady growth, confirming strong brand loyalty.
- UK expansion proved challenging, with high competition and post-Brexit delivery costs limiting viability.
Test Results & Insights
- Shopify was a critical enabler for growth: The transition from Wix allowed for better scalability, a seamless checkout experience, and higher conversion rates.
- Localized marketing efforts significantly improved conversions:
- German-language content increased sales in the German market.
- English-language efforts for EU customers did not perform well, as local-language content proved more effective.
- Marketing automation played a key role in revenue growth:
- Abandoned cart recovery, upsell campaigns, and personalized email flows improved repeat purchase rates.
- Content-driven marketing (blogs, SEO, and organic social media growth) provided long-term, sustainable traffic.
- Testing new markets before major investments was essential:
- Germany proved highly profitable, while the UK’s competitive landscape and shipping challenges made expansion less viable.
Key Takeaways
- A well-executed digital strategy can transform an offline brand into a profitable online business.
- Investing in a strong e-commerce foundation (Shopify, CRO, automation) is crucial for scaling revenue.
- Localization is key: Success in Germany was driven by German-language marketing, while the English-language EU approach was ineffective.
- Data-driven decision-making is essential: A/B testing, analytics, and performance tracking ensured that every marketing effort was optimized for ROI.
- DTC models provide better margins and brand control: Moving away from dependence on wholesalers increased profitability and brand independence.
Next Steps
- Scale efforts in the German market: Further optimize localized content and advertising for long-term growth.
- Expand Czech market penetration: Leverage the brand’s established reputation to increase online repeat purchases.
- Re-evaluate UK strategy: Explore potential niche segments or alternative business models (subscriptions, partnerships).
- Continue optimizing email & retargeting campaigns: Enhance segmentation and personalization to maximize customer retention and LTV.
Project Screenshots:
