Case
Omnichannel growth – Maxi Zoo
The client
For anyone with a pet, Maxi Zoo is undoubtedly a familiar name. The pet food and accessory specialist is part of the Fressnapf Group, the European market leader in pet products. Across Europe, the Fressnapf Group has no less than 1,500 stores, including 46 in Belgium.
The Challenge
In a competitive Belgian market, Maxi Zoo aims to achieve constant growth. Currently, Maxi Zoo operates as a pure brick-and-mortar retailer, feeling the pressure from online competitors. The key challenge lies in convincing pet owners to visit physical store locations. Given their growth ambitions, both acquiring new customers and retaining existing ones are essential.
Our Approach
When our collaboration began eight years ago, the focus was primarily on data collection and email marketing. Through landing pages, contest concepts, and segmented communication, we maximized retention of the existing customer base. Over the years, we adjusted our approach based on online opportunities for acquisition, with the digital marketing budget increasing year by year.
This channel expansion went hand in hand with a stronger partnership between Hybrid and Maxi Zoo. To respond flexibly to the complex digital landscape and tackle the challenge of attracting, training, and retaining skilled online marketers, Maxi Zoo opted for a tailored Hybrid online team (TaaS). This Hybrid team and Maxi Zoo’s marketing team form the perfect 1+1=3. With the Hybrid team, the right digital skills are always available when needed, as well as the manpower to accelerate when required.
Over time, new measurement capabilities became available. While we initially relied primarily on customer card data, recent years have introduced in-store traffic data as an additional metric.
Today, our team’s work is all-encompassing:
- Designing and optimizing an online strategy focused on driving store visits
- Online advertising via Google, Bing, Facebook, Instagram, YouTube, Pinterest, etc.
- Targeted conversion optimization on websites and landing pages
- Integrated SEO and content strategy
- KPI dashboarding via Google Data Studio
- Boosting measurable store traffic
- CRM development and email marketing
Key KPIs:
- Increase in organic traffic (branded + non-branded) as an indication of greater brand awareness and potential acquisition of new pet owners
- Net database growth (accounting for churn)
- ROAS on store traffic
The results
Global results over the partnership period:
- Overall ROAS (captured contacts and store visits) has increased by 80% in the last 2 years.
- Structurally, we’ve observed a steady increase in database contacts and store visits via paid advertising, alongside a decreasing cost per lead.
- The number of new, high-quality database contacts is 30% higher than the set net target.
- Organic traffic has grown by 16% year-on-year and continues to rise.


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Frequently Asked Questions
Hybrid connects the right people to your digital projects. Thanks to our unique approach, our clients can stay agile, within their resources, and achieve maximum results.
Hybrid helps in various ways: we create a digital strategy tailored to your goals, drive traffic and conversions, visualize and analyze data, and build websites that truly work.
Hybrid is a registered service provider for the SME e-wallet. This means that SMEs can claim up to 30% reimbursement on the costs of online marketing and digital strategy advice.