They enable us to effectively plan and achieve our annual KPIs, proactively identify underperforming segments, and propose specific solutions for improvement.
Client
Zlatarna Dodić
Expertise
Research
Strategy
Implementation
Operations
Year
2022 - Present
Zlatarna Dodić is a renowned jewelry brand in Croatia, specializing in exquisite gold, platinum, and diamond pieces. With a rich tradition spanning over 50 years, Zlatarna Dodić combines timeless craftsmanship with modern design to offer a diverse range of jewelry, from engagement rings and wedding rings to personalized creations. Operating through a network of well-established stores in Zagreb, Split, and Plitvice Lakes and a growing online presence, the brand serves a broad customer base, from those seeking elegant gifts to individuals looking for custom-made, high-quality pieces. As a trusted name in the jewelry industry, Zlatarna Dodić enjoys substantial organic visibility, driving significant monthly traffic and maintaining a strong foothold in a competitive market.
Client words
Granular Group is currently our key partner in enhancing our digital activities, online presence, and all our digital channels. Their expertise and support are invaluable in the process of developing and optimizing our website. We rely on their knowledge in areas where we lack specialized internal resources, and their advice and recommendations are always aimed at achieving concrete and measurable results.
Granular is the perfect complement to our marketing team, covering a wide range of services related to online activities. They enable us to effectively plan and achieve our annual KPIs, proactively identify underperforming segments, and propose specific solutions for improvement. Their work on long-term strategies and short-term opportunities helps us increase Zlatarna Dodić’s market share in the industry.
Their focus on email marketing and its automation, CRM solution implementation, and digital advertising ensures that we have a clear and coordinated strategy for all our digital activities. Granular has a comprehensive understanding of our online business, recognizes the challenges we face, and provides practical solutions that help us grow further.
The collaboration with Granular is characterized by professionalism, efficiency, and transparent communication. Their approach is results-oriented, without unnecessary meetings and administrative burdens. Zlatarna Dodić sought an agency that offers expertise, a pragmatic approach, and a clear focus on achieving goals, and we found exactly that with Granular.
Franjo Dodić, CEO
Challenges
Enhancing Non-Branded Visibility
While the brand was well-known and benefited from loyal customer traffic, growth required capturing a broader audience searching for key jewelry-related categories like engagement rings, gold jewelry, and custom pieces. Expanding visibility beyond branded terms became essential for driving sustainable growth.
Technical and Analytical Overhauls
The existing digital infrastructure faced several issues: – Outdated Analytics: The legacy Universal Analytics setup lacked precise e-commerce tracking, making it difficult to monitor and optimize performance. – Multilingual and Currency Complexity: The implementation of multilingual content and multiple currencies relied on URL parameters, creating significant challenges in usability and functionality during transitions like the adoption of the Euro.
Limited Informative and Engaging Content
The website lacked a well-structured content strategy to support customer decision-making at various stages of their journey. New and returning visitors alike faced a shortage of educational or inspirational content, which limited engagement and conversions.
Underdeveloped Email Marketing
Email marketing was minimally utilized, with no structured campaigns or automated workflows in place. This left a major gap in customer engagement, retention, and reactivation opportunities, particularly for a brand with a wide product range and frequent promotional opportunities.
Basic Advertising Framework
The advertising efforts were operating on a foundational level, lacking the sophistication needed to effectively target and convert audiences in a highly competitive industry. Campaigns required advanced optimization and data-driven approaches to ensure relevance and maximize ROI.
Building a Strong Internal Team
Scaling the digital strategy required assembling a dedicated internal team to ensure consistent and aligned execution. This included hiring for key roles like a Head of Marketing and Social Media Manager, with direct support in onboarding and integration.
Solution
Comprehensive SEO Strategy
Granular developed an integrated digital strategy that aligned with Zlatarna Dodić’s business goals, encompassing SEO, content, email marketing, advertising, and analytics. This holistic approach ensured the brand maintained its strong presence while also expanding its reach to attract new customers and drive growth across multiple channels.
Technical Optimizations
To eliminate technical barriers and improve user experience, we resolved issues such as URL parameter challenges, duplicate content, and inefficient site architecture. The website’s structure was streamlined to enhance crawlability and indexing, while mobile performance and page speed were significantly improved. These optimizations not only boosted search visibility but also ensured seamless navigation for users browsing the extensive product catalog. Transitioning to GA4 provided deeper insights into user behavior, enabling more informed decision-making and enhanced performance tracking.
Content Optimization
Our content strategy focuses on balancing transactional and educational elements to drive conversions, strengthen brand authority, and inform customers. We optimized product pages with high-value keywords and created engaging blog posts addressing topics such as jewelry care, selection tips, and gift guides. This strategic approach improved user engagement, reinforced Zlatarna Dodić’s market authority, and fostered customer trust, ultimately driving conversions.
Advertising and Email Marketing Enhancements
The advertising campaigns were revamped with advanced targeting and creative strategies, ensuring relevance and ROI optimization. In parallel, we introduced a structured email marketing strategy with automated workflows and segmented campaigns to nurture leads, re-engage customers, and drive repeat purchases.
Proactive Monitoring and Analytics
By integrating GA4 and implementing a custom monitoring system, we gained real-time insights into the performance of critical keywords, pages, and campaigns. This allowed for proactive adjustments to stay competitive in a dynamic market environment. The system ensured timely optimizations, helping Zlatarna Dodić adapt to changing trends and maintain visibility, engagement, and customer loyalty.
Results
- 470.43% Increase in total organic traffic Y-O-Y (20/21 vs 22/23)
- 2,633.33% Increase in 1-3 position keywords Y-O-Y (20/21 vs 22/23)
- From <10 to 600+ Blog section raised from <10 to 600+ clicks per day for relevant keywords
- From under 1% to over 8% Email channels from under 1% to over 8% of total revenue
- 100% Online revenue increase (2023 vs 2024)
