Electronics Retailer.

This established electronics retailer operated 12 physical stores across Greece and a growing e-commerce platform. Despite strong brand recognition locally, they were losing online market share to Amazon, Skroutz, and other marketplace aggregators who could undercut on price and dominate search results. Their online revenue had plateaued at €1.4M annually, while digital advertising costs continued to climb.

The fundamental problem was a one-size-fits-all approach to digital advertising. Every product—from €15 phone cases to €2,500 laptops—received the same bidding strategy, the same audience targeting, and the same creative treatment. High-margin categories like accessories and extended warranties were underinvested, while low-margin, high-competition categories like smartphones consumed 60% of the budget with minimal return.

Attribution was another critical gap. With customers frequently researching online and purchasing in-store (or vice versa), they had no visibility into the true impact of their digital campaigns on total business revenue. The marketing team suspected that paid ads were driving significant in-store traffic, but without proper measurement, they could not justify increased investment to leadership.

We began by completely restructuring their product catalog strategy. Using historical sales data and margin analysis, we segmented the entire catalog into four performance tiers: Hero Products (high margin, high demand), Volume Drivers (low margin, high demand), Niche Winners (high margin, low demand), and Long Tail (low margin, low demand). Each tier received a distinct bidding strategy, budget allocation, and creative approach tailored to its role in the business.

On Meta, we deployed dynamic product ads (DPA) with catalog-level segmentation that matched the tier structure. Hero Products received dedicated prospecting campaigns with lifestyle-oriented video creative, while Volume Drivers were used strategically in retargeting to capture users already in the consideration phase. We built custom audiences based on product category browsing behaviour, purchase history, and lookalikes derived from high-LTV customers.

For omnichannel attribution, we implemented a comprehensive measurement stack: GA4 with server-side GTM for accurate online tracking, Meta Conversions API for signal resilience, and store visit tracking through Google Ads. We also established a matched-back analysis framework that connected online ad exposure to in-store POS transactions, finally giving leadership full visibility into the true return on digital investment.