How Karaca increased conversion rate by 35%

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About Karaca

Founded in 1973 as an atelier in Istanbul, Karaca offers a wide product range for today’s home living and specializes in cookware and glassware, small home appliances and home textiles. Karaca has 600 distributors and 2,500 sales points in Turkey as well as a global retail network spread over three continents.

The Challenge 

Before using the CRwizard, Karaca group wanted to develop its digital strategy, to gain more visibility and to increase its sales. With 4 brands (Karaca, KaracaHome, Emsan and Homend) and a product catalog of more than 25000 items, Karaca needed a practical solution to quickly create and distribute feeds on different channels. 

The feeds of all brands are managed separately at the beginning and this created a server density during the update times. Therefore, stock updates and campaign optimizations are interrupted from time to time. 

In addition to these, there were various errors in the feeds due to localization at Germany and they wanted customized feeds for different affiliation and retargeting channels. 

The Action

The Karaca team provided a single, centralized data including all products of all brands. Then, as Crwizard we created different feeds for all brands.

Segmentations

• Various priority levels were determined for the products based on Google Analytics performance data which we easily provide with Google Analytics integration. “Revenue / product detail views” value is one of the conditions that determine prioritization. 
• In order to take quick action during the campaign periods, the products were segmented according to their product types or discount percentage.

Collaboration with Poltio 

• As a result of the collaboration with Poltio, an interactive content creation platform, new feeds were prepared for the special day period within 24 hours. With Poltio tool some questions are asked on the brand's website and the best fit product is recommended to the customer according to their answers. This “best fit” product is determined by using data in customized feed prepared by crwizard. 

Feed display on price comparison sites with additional data sources

• Cart discount was an important strategy and the information had to be passed on to the price comparison sites. As [price] and [sale_price] fields had already been used, the tertiary price information gathered by additional data source was shown as [sale_price] to solve the problem of misinformation caused by not showing cart discounts.

Localization for Karaca Germany feeds

• Various localization errors like language and currency that may occur in this feed have been resolved with set field & replace rules and adding additional data sources with crwizard platform.

The Result 

The goal was successfully achieved by Karaca which was to only be required to update the one main product feed and be able to distribute it correctly to all channels for each brand which happened with the help of the Crwizard. 

Easy-to-implement automatic rules enabled digital marketing teams to manage feeds without technical knowledge. Before Crwizard, it took their internal IT service at least 2 weeks to create one feed, but currently, they can access a new feed within 24h. 

All actions resulted in increasing profitability of campaigns and launch of new shopping campaigns in Europe while making sure the feeds comply with each distribution channel’s demands. The conversion rate has increased by 35% on price comparison site Akakçe and ROAS has doubled in Google shopping 6 months.

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