Company background: Allegro is the #1 online shopping destination in Poland and the #6 eTail business in Europe. It connects Buyers with Sellers. Thanks to Allegro everyone - regardless of where they live - have access to the wide selection of products at the best prices. On Allegro you can find millions of offers from over 100,000 professional sellers - not only the global brands, but above all Polish small and medium enterprises. 21 million customers are registered in Allegro.
Contact: Anna Kostro @aniak (Product Owner) , Maciej Śnieżek @maciejsniezek (Community Manager)
Kudos Category: Rookie of the Year
1. Describe your company and your organization.
Allegro is one of the top Polish brands on the market since 1999. We connect on a daily basis 100k professional Sellers with millions of Buyers, allowing them to find anything they search for. Our major claim & promise is “Find what's the most important now”. It is possible due to our technological, data-driven approach.
Allegro Gadane - our community was launched in January 2020 by New Channels Development Team (Customer Experience Department), as part of the initiative aiming at building the best customer experience. Our department key priority is to deliver the best experience to users at each stage of their shopping/selling journey.
2. Why did you choose to invest in Khoros and what was your experience before making the switch from a previous solution or investing in new technology.
Allegro used to have a community - Cafe Allegro. It was a successful solution developed internally (on average 314k visits a month). Due to business priorities, we decided to close the community in 2015.
At the beginning of 2019 we decided to return to the idea of community. This time we needed an external, advanced solution. We were also looking for a trusted partner ready to support us in achieving ambitious business results.
Khoros functions of customization, SEO-friendly approach, SSO-readiness, Data API & management options answered our technical needs. During selection process we also found out Khoros to be not only solution provider, but also (& most importantly) an experienced business partner, understanding our needs & willing to support us in achieving business goals connected with the community
As a result, after 6 months (July 2019 - January 2020) of cooperation, strategic sessions, workshops, designing & implementation process we launched Allegro Gadane.
Old Allegro Community - Cafe Allegro - archive screen (2012):
New Community by Allegro - Allegro Gadane (2020):
Launch Phase: ads targeted at most engaged Allegro users segment (time on platform, basket value).
Launch Phase: PR communication - press release.
3. What were your goals when investing in Khoros technology and what successes have you already experienced because of the investment? Please include metrics, if possible.
Our main goal was to create a live community of Allegro users. A place for Buyers and Sellers to meet, express their opinions, ideas and give feedback. They also would support each other in searching for and sharing information.
From a business perspective - Allegro Gadane community is a tool to support the CX department in delivering high quality & effective peer2peer customer care. In order to achieve this you need both - technology & clear strategy, defining how to engage people to participate in.
Results? After 6 months, thanks to hard work of both Allegro & Khoros teams we managed to achieve both goals. Allegro Gadane is a place, which truly engages people & allows them to find support & help they need:
As a next step in the upcoming weeks we will be launching the Ideas section of Gadane, which will help us to highlight our focus around customers & sellers experience - listening to their needs on every step.
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