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.
Client
Zlatarna Dodić
Expertise
Martech
User Segmentation
Analytics
Reporting
Year
2023 - 2024
Zlatarna Dodić is one of Croatia’s most established jewelry brands, known for high-quality gold, platinum, and diamond pieces. With over 50 years of tradition and stores in Zagreb, Split, and Plitvice Lakes, the brand blends craftsmanship with modern design. Alongside its physical locations, Zlatarna Dodić continues to expand its strong online presence and organic visibility in a highly 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
Limited Email Marketing System
The existing platform had constraints in automation capabilities and CRM integration, limiting personalized customer communication.
Data Fragmentation & Inefficiencies
Customer data was spread across multiple systems, leading to inefficiencies in segmentation and targeting.
No Real-Time Service Tracking in CRM
Customers bringing broken jewelry for service were not able to track repair status themselves, requiring automated notifications to keep them informed.
Unstructured Meeting Flow
There was no standardized process in CRM to track customer appointments with in-store staff, affecting follow-ups and sales opportunities.
Database Quality Issues
The customer database contained outdated and duplicate entries, requiring cleanup, tagging, and segmentation to enable more effective marketing campaigns.
Inefficient Campaign Sequencing
Without structured email flows, customer journeys lacked logical sequencing, reducing engagement and conversion rates.
Solution
New Unified Mailing & CRM Tool
Implemented a modern all-in-one email marketing and CRM platform, ensuring seamless data flow between marketing, sales, and customer service teams.
Data Migration & Cleanup
Transferred all historical customer data from the old system to the new, ensuring a clean, structured, and actionable database.
User Tagging & Segmentation
Introduced dynamic tagging to categorize customers based on past purchases, interests, and engagement levels, enabling personalized communication.
Custom Service Tracking System
Created a CRM-based tracking system to monitor jewelry repairs, ensuring full visibility across service phases and automated customer notifications.
Meeting Tracking Flow in CRM
Developed an appointment tracking system, allowing staff to manage customer visits, consultations, and follow-ups within the CRM.
Optimized Campaign Sequencing
Designed structured multi-step email automation workflows, ensuring timely and relevant communication with customers based on their interactions.
Automated Audience Creation for Advertising
Leveraged CRM and email automation to create custom audiences for Meta and Google Ads, improving targeting and ad performance.
Results
- 700% Email Revenue Growth (<1% to >8% share of total revenue)
- Increased Efficiency CRM-driven automation streamlined operations, reducing manual workload.
- 50% Email Engagement Growth - Segmented automation boosted email open rates, click-throughs, and customer retention
- Enhanced Transparency CRM-driven service tracking improved customer communication and trust.
