Petpower grew +1,043% with a focus on profit, repeat purchases and local demand

Petpower is an established Danish pet retailer with both physical stores and a growing e-commerce business.

The company already had strong customer relationships and significant local demand, but the commercial setup across webshop, stores and marketing channels was not yet working as one connected system.

There was an opportunity to create a model where digital marketing did more than generate online orders.

It also needed to support local demand, increase customer value and contribute directly to profitable growth across the entire business.

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Connecting e-commerce, physical retail and profitability

Petpower's customer journey does not exist in a single channel.

Customers move between the webshop, physical stores, Google searches, social media, email and local campaigns before making a purchase.

That created several challenges:

• Online marketing needed to support both webshop and store revenue
• Performance had to be evaluated on profit, not revenue alone
• Budgets needed to move more efficiently between campaigns and products
• Local demand had to become a bigger part of the paid media strategy
• Existing customers needed to create more value through repeat purchases
• Marketing data needed to support better commercial decisions

The question became:

How do you build one growth model across e-commerce and physical retail while increasing profitability and customer value?

One commercial model for webshop and stores

The setup was built around Petpower as one business rather than treating online and offline sales as separate worlds.

Paid media was structured to support both webshop revenue and local store demand.

This created a clearer relationship between marketing investment and the commercial performance of the entire business.

From ROAS to POAS

Revenue alone does not determine whether growth is healthy.

We therefore moved the focus from ROAS towards POAS and profitability, creating a clearer picture of which products, campaigns and customer segments were actually generating commercial value.

That gave Petpower a stronger basis for budget decisions and allowed investment to move towards the areas creating the strongest contribution to profit.

Shopping Booster and smarter budget allocation

Google Shopping became an important part of the performance structure.

Product data and campaign structures were continuously improved so budgets could be allocated more effectively towards the products with the strongest commercial potential.

Rather than distributing investment evenly, spend could increasingly follow actual demand, margin and performance.

Local paid media as a core growth channel

Petpower's physical stores are a major part of the business, so local marketing became an integrated part of the strategy.

Campaigns were adapted around store locations, relevant geographic areas and local demand.

This meant Paid Social and Google Ads could support both online conversion and footfall rather than being evaluated purely on webshop sales.

Content, email and repeat purchases

Growth was not only about acquiring more customers.

A stronger focus was placed on creating more value from the customers Petpower already had.

Email marketing, campaigns, content and customer communication were used to bring customers back, support relevant product categories and increase repeat purchases.

This helped create a healthier growth model where acquisition and retention worked together.