Footway Group: Driving ecommerce growth with targeted automation

Footway Group, founded in 2010 and listed on the Nasdaq First North Growth Market, supports ecommerce stores with logistics and customer support for seamless shopping experiences. With a presence in 24 markets, they serve over 2 million customers and 800 brands. They have worked with stores such as Sportamore, Caliroots, Stayhard, RacketNow, Netlens, and more.

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Business area

Consulting, Content strategy, Ecommerce strategy

Platform

Klaviyo

Region

Europe

Industry

Apparel and fashion, Sports and sports equipment

Challenges: Scaling and efficiency hurdles

Footway Group faced significant challenges in scaling their ecommerce operations, which ultimately limited their growth potential. With a lean internal marketing team responsible for managing over ten ecommerce stores, the workload became overwhelming.

Limited resources meant that many processes remained manual, making it difficult to streamline operations and scale efforts in performance and customer retention effectively. As a result, valuable time was spent on repetitive tasks rather than strategic growth initiatives. Additionally, the absence of a structured and scalable CRM and marketing automation system hindered their ability to enhance personalization, segment customers effectively, and track performance across multiple markets. Delivering targeted messaging and optimizing customer engagement remained a challenge, ultimately limiting growth potential.

Close-up of a person tying their running shoes

Solution: Implementing CRM & marketing automation

To address Footway Group’s challenges, Vaimo provided comprehensive services focused on strategy, CRM and marketing automation, and execution. The process began with strategy development, where we conducted in-depth workshops to identify the company’s specific needs. Using Miro, we created a project blueprint that mapped the entire customer journey, ensuring a clear strategic direction and data-driven decision-making for optimal ROI.

With a strong foundation in place, we implemented a robust CRM and marketing automation system across all Footway Group brands. This setup introduced key automations that helped strengthen customer relationships, including:

A welcome workflow
Abandoned cart and browse abandonment
Post-purchase, retention, and win-back campaigns
Price drop and back-in-stock notifications
Cross-sells and upsells
Personalized birthday messages and replenishment reminders

Vaimo developed reusable automation templates and standardized CRM processes, ensuring consistent messaging while reducing manual effort. Finally, our team provided hands-on training to Footway Group’s internal team, equipping them with the knowledge to manage campaigns independently and expand automation strategies over time.

Results and value: More efficiency, personalization and growth

By optimizing their strategy, implementing CRM and marketing automation, and standardizing processes, Footway Group achieved significant improvements in efficiency, customer engagement, and overall performance:

More efficiency: Automation and CRM tools significantly reduced manual workload, allowing the small team to manage multiple brands effectively.
Increased conversion rate: Personalized, behavior-driven campaigns led to increased click-through and conversion rates.
Enhanced customer relationships: The CRM system improved segmentation and allowed for more targeted and personalized messaging across all customer touchpoints.
Long-term cost savings: The scalable CRM and automation system minimized the need for additional hires while maximizing performance.
Consistent branding: Design templates ensured a cohesive brand experience across all Footway Group stores.

These improvements allowed the small team to manage multiple brands with greater agility and impact. As a result, Footway Group not only strengthened its customer relationships and brand consistency but also positioned itself for long-term scalability and continued success.

Image of a laptop displaying a sports clothing and accessories website

The Vaimo team showed great expertise in driving improvement projects within CRM and CRO. They excel at identifying growth opportunities, implementing strategies, and optimizing customer engagement from data to enhance business performance. We were very impressed with their mindset and hands-on approach to problem-solving, delivering measurable results.

Marcus Gröning

Group Marketing Manager at Footway Group

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