Sanitino’s Entry into the European Market

When you have the right partner on your side, nothing holds you back. Find out how we increased e-commerce sales many times over through the right strategy and helped define key markets for expansion.

Sanitino, a leading supplier of bathroom and kitchen equipment, which is also expanding its portfolio to include the Home and Garden vertical, operates in a total of 10 markets in Europe and is currently expanding into another. 

We have been working with Sanitino for almost a decade – since 2017. Our partnership started with a simple yet ambitious goal to multiply turnover at least 3x within 5 years by expanding abroad. And it worked. A staggering increase of 966% in 6 years.

Sanitino Facebook

In the years of 2018 – 2022 all countries saw at least a 20% increase in efficiency and the overall revenue grew tenfold.  In the German and Italian markets, for example, we were able to directly double the efficiency.

Comparison of H1 2024 and 2023 across all countries

Despite a 10.8 % rise in costs due to the launch of a new market, we successfully increased the number of conversions by 20 % and achieved a 14 % growth in conversion value. The growth of spends is growing, also thanks to the increasing prices per click, but much slower than the conversion value. This growth underlines our ability to adapt and thrive, with strategic investment and increased marketing efforts contributing to significant improvements in overall performance.

Our relationship is based on trust and great work on both sides. Together we have gradually expanded into several countries in Europe, namely Italy, Netherlands, Belgium, France, Austria, Spain, Germany, Romania. Currently, we are expanding into another country, Poland, we are already working on expansion plans for the next few years. 


We have divided cooperation with Sanitino into 4 areas. Let’s look at it now:

Initial Market Entry phase

We have implemented a systematic approach in each country to ensure our success. The first step was to enter the market, where it was essential for us and Sanitino to maximize customer awareness and support shopping on our e-shop. 

This initial phase involved intensive market research, competitor analysis, and understanding consumer behavior to tailor our approach. We focused on establishing strong customer relationships through targeted marketing campaigns and promotional efforts. 

This ensured that the Sanitino brand became recognizable and trusted. 

Additionally, we defined clear business goals at the outset of our cooperation, aiming for substantial growth in both sales and margins. 

Our strategy also included the introduction of advanced measurement and analytics tools to monitor and guide our progress.

Market Explorer, Market Finder, and Export Analysis Deck helped us identify suitable markets for expansion. They provided us with crucial data for prioritizing countries and planning a sustainable long-term export strategy. Through tools like Website Analysis Deck and Campaign Optimization, we localized the structure of our websites and campaigns to maximize performance and conversion rates.

The result of this phase: Market analysis, understanding customer behavior, defining business and strategic goals

Growth Phase

Once we established our presence, we transitioned into the growth phase. This stage was marked by building a robust customer portfolio and setting SMART goals (Specific, Measurable, Achievable, Realistic, and Time-bound). 

Sanitino experienced significant annual growth in all countries, driven by the use of advanced measurement and analytics. We shifted from managing campaigns by revenue (ROAS) to margin (POAS) and utilized tools like Power BI and BigQuery to manage campaigns based on real CRM data.

Our approach involved refining our measurements by accounting for cancellations and returns – ensuring the data we used was as accurate as possible. Key metrics tracked included margin growth, revenue growth, CLV, and market share. This phase was crucial for laying a solid foundation for our subsequent expansion efforts.

The result of this phase: Setting up advanced measurement and optimization, sending returns and cancellations to PBI and Google Ads systems, data refinement. Increase in sales by at least 20%, increase in efficiency.

Expansion Phase

In the expansion phase, we focused on broadening our product line and enhancing our service offerings – such as introducing different payment methods and faster delivery options. Google’s artificial intelligence played a crucial role in our expansion efforts. We adopted Google Smart Shopping and later Performance MAX campaigns, which significantly improved our efficiency through machine learning. Our A/B tests confirmed the benefits of these campaigns over traditional PLA campaigns.

A critical part of this phase: Entering at least one new market per year

We started with research, competitor analysis, and consumer behavior analysis to develop a tailored expansion strategy for each country. Data transformation was key, as we optimized Google Ads campaigns by providing better inputs to the algorithms and sending margin data instead of revenue. We employed various toolswithin Google Ads, such as the keyword planner, auction statistics, Google Merchant Center, hit planner, and performance planner, to fine-tune our campaigns.

We divided our campaigns into several areas: 

  • Shopping campaigns (originally manual CPC, then Smart Shopping, and now Performance MAX)
  • Search campaigns (brand campaigns, Top Products and Categories, DSAs, and FDSAs), and 
  • Content and dynamic remarketing

We aimed to provide the best data possible for our campaigns through remarketing audiences and custom customer lists.

The result of this phase: Expansion of the product portfolio, expansion of services, work and AI algorithms. At least tripling of turnover within five years, thanks to expansion into other countries.

Maturity Phase

The final stage is maturity, although we are still progressing in the growth and expansion stages in many countries, constantly attracting new customers and improving our services. During this phase, we continued to refine our campaigns and data management processes. 

We managed to not only triple but tenfold our revenue in five years.

Significantly reducing costs and increasing advertising efficiency.

Thanks to GBS consultations, we were able to tailor our operational strategies to key markets. Additionally, we improved the customer experience on landing and product pages, enhanced customer support, increased transparency, and adapted the purchasing process to the specific countries.

Turnover doubled in existing markets, with all countries seeing at least 20% growth year on year. Our year-on-year targets remain ambitious, aiming for at least 20% growth in every country. 

We are also exploring the potential of brand-awareness campaigns in Google Ads to support our continued growth. Additionally, we plan to apply more advanced methods and tools, such as SA 360 and possibly DV 360, to further enhance our marketing efforts and maintain our competitive edge.

Through a combination of strategic planning, data transformation, and the effective use of advanced tools and technologies, we have positioned Sanitino for sustained success and continued expansion in the global market.

Interested in expansion into CEE? Let us know!

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