The digital supermarket where savings are
a matter of design.

CZ Store is a generalist e-commerce with thousands of products and a growing community, but the perception was still that of a simple low-cost retailer. The challenge: redefine the brand image making it reliable, recognizable and competitive as a true digital megastore. We worked on positioning, platform and communication to transform convenience into a perceived value, clear and consistent across every touchpoint.

The CZ Store project starts from a clear intuition: in a market saturated with price competition, the real difference is played on the perception of value. Being convenient is not enough: you have to look it and communicate it the right way. We transformed the store from a simple online sales point to a digital megastore, building a coherent, accessible but visually recognizable positioning. The strategy guided every step, from the new category architecture to conversion paths, to tone of voice and editorial content.

The biggest challenge was to replicate digitally the experience of a megastore, with thousands of products, thematic sections and highlighted promotions. We redesigned the entire UX as if we were building physical aisles: navigation is fluid, categories are clear and filters help not to get lost. Every product sheet is designed to be informative but quick: color variants, samples, contextual images and technical details are all accessible effortlessly. The adopted CMS guarantees speed, autonomous management and constant updates, while integration with CRM and warehouse synchronizes availability and orders, reducing errors and downtime.

The paid strategy works on multiple fronts: Meta and Google are activated to intercept cold traffic and convert it quickly. On Meta, the Lead Generation approach allows streamlined contact generation, supported by traffic campaigns with vertical creatives on the most clicked products. On Google, the work is distributed between branded and non-branded search, display campaigns for retargeting and video awareness. Everything is monitored through GA4, Pixel, CAPI and consistent UTM naming, with business-relevant events set to read the funnel precisely. Continuous A/B tests on formats, visuals and offers keep optimization active and allow scaling only performing campaigns.

The content strategy is based on playful but precise communication, inspired by supermarket language but reinterpreted in a social key. Editorial columns mix product and entertainment, between ASMR, short video formats, “aisle tips” and thematic carts. Every content is designed to increase brand memorability and differentiate it from competitors: more ironic, more human, more pop. A coherent communicative universe that reflects on every channel — from social to email marketing — creating an active, aware and loyal community.