Establishing a Sustainable and Profitable E-commerce Business

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More than 1800 pharmacies left the brick-and-mortar market saturated, so the focus was on the opportunities available in the digital marketplace.

Dea Flores – road to Black Friday sales success


Above and Beyond: Working together to establish a sustainable and profitable e-comm.

Dea Flores is a company with a unique product vision that combines the heritage of aromatherapy with modern dermatological research by providing highly effective products for various skin conditions.

With a presence in more than 1800 pharmacies, the brick & mortar market was more/less saturated, so they decided to focus on endless opportunities of digital space.


To establish a sustainable and profitable e-comm that will be harmonized with their brand touch&fell.

The Challenge

We needed to work on brand awareness while simultaneously driving sales numbers on a relatively high ROAS margin. Yes, we know, not an easy clients brief.

We needed to build those two and build them fast. That includes finding the right target audiences that bring high ROAS that can be maintained for a long time. And, of course, constant consulting on trade and marketing strategy to prepare for Q4, which we predicted, will be the holy grail of all buying window opportunities.

Of course, creative consulting and client education is something that we do continuously and relentlessly. We firmly believe that ad creative quality and ad policy stability is a half job done.

The Solution

We established a detailed customer tracking journey in order to retarget the right audiences with the most profitable CPA and made a tone of UX consulting to maximize conversion rate. Remember, we had a thin line to dance on – on one side, there was a need for branding, and on the other —  we needed to deliver a stable ROAS. By implementing our Customer Journey Funnel Strategy, we achieved all that and more.


Black Friday was just fabulous; we literally cleared the stocks.

Next Steps

The brand is, by now, well known in Croatia’s digital space, so naturally, we have more space in our budget to launch new products. Our goal is to further elevate ROAS and maintain a high brand recall.

The plan is to use Brand Lift studies to check brand “health” and act accordingly.  Newsletter and SMS automatization is on the way in order to make the sales process even more seamless and to acquire new and maintain a high LTV from current repeated buyers. Also, we are preparing to reach new international markets. In the long term, we are focusing on offline measurement and strategy, which will further strengthen online results and brand recognition.

For all this to work, we are practising a proactive approach but demand the same from the client-side (we consider ourselves lucky – we love our client!)

Example: The Editorial calendar in which we will include a :

  • Trade Calendar
  • Product Calendar
  • Content Calendar

With the continuous actions stated above, we are convinced that the best ROAS is yet to come.


It was and it still is, one enjoyable and successful journey with Blueprint! –Helena Emling Fabijanić, Marketing Manager