Foxigy

The starting point

The client approached us in 2020 with the intention of expanding abroad. At that time, they were already selling in the Czech Republic and Slovakia and wanted to expand into other foreign markets. Ideally, they wanted to achieve the same high-quality turnover as in Slovakia.

We were able to embark on the expansion process pretty much immediately. The client had fine-tuned processes, technical facilities, transport arrangements, and a sufficiently diverse product range and they knew where they wanted to expand to.

Below the set CTR within 3 months

In December 2020, we started ramping up sales in Hungary and Romania. The strategy was to maximise turnover at a sustainable cost to sales ratio (CTR). We achieved our target CTR in the third month after entering the new markets.

Good figures were not created by chance, but through a combination of:

• the right social media strategy,
• PPC campaigns tailored to different markets,
• suitable rebranding,
• an experienced Dexfinity export team,
• and a particularly well-prepared client.

Thanks to growing turnover and a sustainable CTR, Foxigy was able to expand into two more countries in 2021 – Bulgaria and Slovenia. 

Shift from the Bestent brand to Foxigy

In Slovakia, the client has several domains with different names (Bestent, Profigaráž, etc.) and each offers a slightly different range of products. We went to the foreign market with a single online store, where we merged the products from all the Slovak sites.

We embarked on the expansion with the name Bestent, which was created for the garden equipment range. The client quickly realised that this name was no longer a good fit and the new brand Foxigy was created. 

Our new task was to ensure a smooth transition from Bestent domains to Foxigy.

Social media strategy

We used social media to find potential customers, maximise conversions and optimise CTR.

We focused on fine-tuning all channels, including Facebook and Instagram Shop, which brings in a small, but not insignificant amount of traffic and purchases. We needed to get a sufficient number of followers, as the number of followers is one of the prerequisites for its’ foundation.

In our experience, gaining fans on Facebook is not as much of a challenge as it is on Instagram. That’s why instead of using campaigns to collect likes, which can only be done on Facebook, we selected engagement campaigns as part of our strategy. Thanks to these, the growth on both channels was organic.

The best performing trio was a combination of performance campaigns, brand campaigns and traffic-boosting campaigns. We retargeted people who responded to the ad through remarketing.

The client was also successful in selling more expensive, higher margin products and we could afford to track the total CTR rather than the cost-per-purchase. 

Surprising results in the Slovenian market

We approached each country differently. In the Hungarian market, social media worked best with dynamic campaigns, but customers didn’t respond well to sudden discounts. By contrast, in Romania, sale campaigns performed exceptionally well.

The most interesting results came from Slovenia. Paradoxically, social networks, which are more of a conversion trigger in other markets, generate almost the same turnover as Google Ads. The turnover is mainly driven by dynamic product campaigns.