How Ananas scales promotions across the Balkans

Ananas is a fast-growing ecommerce platform based in Serbia, specializing in offering a diverse range of products to customers across the Balkans. Born from a bold vision during the pandemic ecommerce boom, Ananas quickly grew from concept to the Balkan region’s largest ecommerce platform – aiming to rival global giants.

Backed by Delta Holding and guided by Boston Consulting Group, Ananas set out to deliver a world-class user experience across the entire shopping journey. With 700,000+ products and 1,100+ merchants, Ananas is now scaling rapidly across the Balkans.

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• Struggling to scale promotions as the business grew across the Southeastern Europe, making it difficult to reach larger audiences and drive sustained engagement.
• Setting up and managing complex merchandising rules for discounts and offers.
• Improving conversion rates, increasing sessions, and boosting gross merchandise value through personalized promotions.

As Ananas continued to grow, scaling promotions became increasingly challenging, particularly when trying to reach larger audiences and sustain customer engagement. Managing complex merchandising rules for discounts also proved time-consuming and inefficient. To overcome these hurdles, Ananas chose Voucherify for its powerful Rules Engine, intuitive campaign setup with precise validation rules, and outstanding support and onboarding experience.

The integration with Ananas' custom-built platform took three months, working smoothly with their React and React Native systems for mobile. Ananas uses discount campaigns with various validation criteria, including product-specific discounts, card brand offers (e.g., Mastercard-exclusive coupons), merchant-specific deals, and BIN number validation for payment cards. 

"As to this moment, the integration process and support from Voucherify have been excellent."

With Voucherify, Ananas launched a range of impactful campaigns, including mobile-exclusive affiliate promotions, Mastercard-branded coupon offers, and gamified initiatives like the bi-annual Gift Engine event and Black Friday specials targeting Serbian users. 

These efforts aimed to boost Ananas’ visibility, deepen customer engagement, and drive traffic and purchases. Shortly after launching their first campaign, Ananas saw immediate improvements across key metrics – conversion rates, sessions, and page views all went up by an average of 3–7%, with seasonal campaigns delivering even stronger results.