Brand Overview

Founded in 2016, Pro-Rack.gr continues a business legacy of more than 40 years in the industrial shelving and storage solutions sector. As a continuation of a pioneering manufacturing presence in Epirus, the brand has built a strong reputation for quality, reliability, and customer service.

In recent years, Pro-Rack has expanded dynamically into the digital space, launching a new e-commerce store and investing strategically in performance marketing. The goal was clear: translate a traditionally offline, technical product category into a scalable and profitable online business, offering fast, practical space-optimization solutions for both businesses and professionals.

Awards

evolutiongoldaward
e-volutionawards GOLD: Best in Storage & Display

The Challenge

Operating in a sector not traditionally considered e-commerce friendly, Pro-Rack faced a series of structural challenges while scaling online sales:

  • Sharp increases in product costs, putting constant pressure on profit margins
  • Minimal use of traditional promotional or discount-driven commercial actions
  • Technically complex products that are difficult to evaluate and purchase online
  • A relatively small product catalog, limiting volume-based growth

At the same time, the business objective was ambitious: grow online revenue while maintaining a ROAS consistently above 5.

Objectives

From the outset, the goals were clearly defined:

  • Increase online revenue while maintaining or improving ROAS > 5
  • Focus performance investment on the two core categories:
    • Warehouse Shelving
    • Retail Store Shelving
  • Prioritize and scale high-margin products with stronger profitability potential

Our Approach

E-Commerce UX & Conversion Optimization

Mega Menu & Navigation

A two-level Mega Menu was designed using visual category cues, enabling one-click access to all key product categories and significantly improving product discovery.

Homepage Categorization & Merchandising

  • Clear separation of core categories (Warehouse Shelving & Store Shelving) directly on the homepage
  • Strategic promotion of Best Sellers and Offers, guiding users toward proven, high-converting products

Advanced Product Configuration

To reduce friction for technically complex products, we implemented a dynamic dimension-selection feature on selected product pages.

Users can configure:

  • Height
  • Depth
  • Length
  • Number of shelves

Based on predefined values, the system automatically calculates the final price in real time. This dramatically improved clarity, reduced hesitation, and increased conversion rates for customized products.

Performance Marketing Strategy

Meta Ads

We adopted a phased, data-driven Meta Ads strategy:

  • Initial investment in Dynamic Catalogue Ads to broad audiences, focusing on event population (View Content & Add to Cart)
  • Gradual transition to Conversion-optimized campaigns, targeting:
    • Broad audiences
    • Custom audiences
    • Lookalike audiences
  • Use of Meta best practices, including:
    • Automatic placements
    • Campaign Budget Optimization (CBO)
  • Dedicated Dynamic Catalogue Ads for remarketing, targeting users who viewed or added products to cart but did not convert

The objective was clear: scale sales while protecting profitability and ROAS.

Google Ads

Google Ads focused heavily on intent-driven acquisition and margin control:

  • Strong investment in Paid Search campaigns across priority categories
  • Automated rules to actively manage keywords with high CPA or low conversion performance
  • Deployment of Performance Max campaigns, following deep product feed optimization
  • Product feed enhancement using DataFeedWatch, with dozens of rules and custom labels to:
    • Highlight high-margin products
    • Control category-level profitability
  • Continuous Quality Score monitoring using TenScores, ensuring sustained efficiency across campaigns

Results

Following the implementation of the new e-commerce structure and performance-driven marketing strategy, Pro-Rack achieved strong and consistent growth across all core KPIs, despite operating in a technically complex and margin-sensitive vertical.

Overall E-Commerce Performance

  • +44.32% increase in users, driven by higher-quality traffic and improved discoverability
  • +111.48% increase in online orders, reflecting stronger purchase intent and funnel efficiency
  • +117.79% increase in online revenue, achieved without aggressive promotional activity
  • +51.28% increase in conversion rate, driven by UX improvements and product configuration features

Meta Ads Performance

  • +19.85% increase in ad spend, while maintaining strict profitability targets
  • +73.44% increase in orders generated through Meta Ads
  • +100.07% increase in revenue
  • +67.87% increase in ROAS, confirming the effectiveness of the funnel-based and feed-driven strategy

Google Ads Performance

  • +23% increase in Pro-Rack brand value (YoY), indicating stronger brand demand and search intent
  • +74.38% increase in revenue, despite higher competition and rising product costs
  • +75.16% increase in orders
  • ROAS consistently above 5, fully aligned with the client’s profitability objectives

 

key takeaway

The client decided to invest in redesigning their e-commerce site in order to give us more tools and technical resources to better do our job and to continue the year-on-year growth.

Client
Testimonial

I was delighted by Digilex’s approach from the early stages of our cooperation. Their professionalism, resourcefulness and passion towards their job immediately produced results for my business and those results keep getting better as our cooperation progresses making this a meaningful partnership for my business.

Tassos Petsios Owner