Poniks Improved Store Performance Using Webkul’s Google Tag Manager
Poniks is an online hairdressing store store where individuals can buy necessary hairdressing accessories, liquids, hair cosmetics, etc for themselves and hairdressing salon.
An online hairdressing wholesaler since 1990, they offer a wide range of products that can help make the hair silky and shiny.
Currently, they have over 3500 products and supply to over 5500 hairdressing salons.
Poniks Hairdressing Supplies Wholesaler is a solution to the problems of finding the right cosmetics for hairdressing salons.
Customers do not have to visit from store to store and go to the wholesalers for their hairdressing needs.
At Poniks, the customers can find everything, from brooms to portable hairdressing washes, to skin dye removal pads at best prices.
In this case study, we will examine how Poniks improve the performance of their website by gaining valuable insights into customer’s behaviors and preferences with PrestaShop Google Tag Manager.
Hair Care eCommerce Market – Poland
According to Statista, the revenue in the hair care market is estimated to reach US$0.96bn. Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 9.39%.
Increased consumer spending on hair care products, growth of professional stores and salons are driving the demand for professional haircare products in Poland.
As consumers become increasingly health-conscious and environmentally aware, there is a growing shift towards organic and eco-friendly haircare options.
As per survey, over 65% of respondents in Poland are willing to pay more for products containing natural ingredients.
PrestaShop Google Tag Manager
PrestaShop Google Tag Manager facilitates the store owners to add, update, and manage the tags with ease.
Tags gather information about visitors and analyze their on-site behaviors. Manually adding these tags can be a complex and tiresome process.
PrestaShop Google Tag Manager module simplifies the task of adding the tags without making changes in the code.
The admin can track various events in their PrestaShop stores that can help them gather valuable data and make informed business decisions.
Poniks wanted to gain a deeper understanding of how customers interact with store and their shopping behavior.
They decide to purchase our PrestaShop Google Tag Manager module.
Our module helped them gain comprehensive insights into every stage of customers’ experience by tracking a variety of events.
They can now track product impressions, product clicks, add/remove product to cart, customer login/signup as well as measure each step in the checkout process.
Tracking and analyzing all important data directly in Google Analytics account helped them understand their audience, optimize their experience, and increase customer loyalty.
Custom Requirements of a Client
Poniks had one custom requirement for which they contacted us.
In default PrestaShop, customers redirect to the default order confirmation page by making payment via any payment gateway. And, this is where the purchase event triggers.
They were using a third-party module which had its own order confirmation page. Due to this, the purchase event was not getting triggered.
They wanted to make the third-party module compatible with our PrestaShop Google Tag Manager module which we successfully did.
Conclusion
Integrating Google Tag Manager into PrestaShop store helped Poinks gain in-depth reports on customers’ behavior, conversions, impressions, checkout, and other events through Google Analytics 4.
Tracking these ecommerce events will definitely help them better understand their customers, improve their experience and increase customer loyalty.