How MasterZoo Team Increased Blog Sales 9x and Cut 60+ Hours of Manual Work

Product recommendations are one of the most effective tools for ecommerce. According to Yespo clients’ data, personalized recommendations in mass emails create a stable source of repeat purchases and can nearly double revenue. Personalized recommendations work on store websites too, allowing shoppers to see products that best match their interests.

But product recommendation use doesn’t stop at emails or homepage placement. MasterZoo used Yespo CDP capabilities in an unconventional way – and achieved time savings plus increased sales.

About the Project

MasterZoo is Ukraine’s largest pet store chain, with over 200 offline locations and an online store featuring an assortment of over 10,000 products from 200 brands.

In 2024, the MasterZoo team set an ambitious goal – to relaunch the company blog and turn it from a simple content resource with expert materials for pet parents into a full-fledged sales and branded traffic tool.

In each blog article, the MasterZoo team added a block with recommendations. Products with current prices and links were selected to match the material’s topic and looked like an organic part of the content.

However, several challenges immediately emerged:

• The platform for online ecommerce Horoshop has limitations that don’t allow flexible insertion of product blocks into article bodies
• Manual block creation took up to 8 hours per article (including two language versions)
• Total manual work reached 120 hours monthly just for creating product blocks

The MasterZoo team looked for ways to automate recommendation insertion, and with Yespo CDP, they succeeded. Ivan Birchenko, SEO Lead at MasterZoo pet store chain, explains how this was implemented and what results were achieved.

The Challenge

The MasterZoo digital marketing team, together with Oksana Fomenko and Yelena Borisik, began looking for a solution that would allow quick, flexible, and attractive product recommendations to be inserted into article text without manual layout.

We reached out to our partners at Yespo, with whom we already had a positive experience automating other processes.

The Solution

After discussion with the Yespo team, particularly Roman Danyliuk, we decided to use shortcode integration in Horoshop CMS. Yespo CDP is connected to MasterZoo’s product feed, so each category receives its own unique script.

The script is inserted into an article as an HTML block and generates a ready recommendation block – all elements previously assembled manually are now generated automatically too:

• Current prices
• “Buy” buttons
• Product photos
• Automatic UTM tags for tracking traffic and blog sales

For visual harmony, Yespo helped adjust the design to match MasterZoo’s brand book.

Anton Kutyavin, Head of Digital Marketing at MasterZoo

 

“This solution looks native, doesn’t clash with the design, and most importantly – saves dozens of work hours every month.”

The Result

After launching automated recommendation blocks, blog sales grew from 4 to 40+ thousand UAH. And this is just the beginning.

Before integration:

• About 8 hours per article (in two language versions)
• Manual addition of photos, buttons, names, prices, links
• Up to 120 hours monthly spent on manual product block creation

After implementation:

• Up to 5 minutes per article
• Full automation, including analytics
• Ability to quickly update/add products even after publication

Thanks to automation, the team reduced material preparation time from several hours to several minutes and gained the ability to regularly update content without additional burden.

The masterzoo.ua blog became not just a valuable source of expert materials about pet care, but an effective sales tool: thanks to recommendation blocks, the system automatically offers pet parents relevant products, leading to increased conversions and making the blog a stable revenue source.

What’s Next

The MasterZoo team started testing personalized product recommendations based on machine learning. Yespo CDP algorithms analyze customer browsing and purchase history, as well as popular products in selected categories, to show the most relevant items.

For example, if a customer frequently buys dry food from a specific brand, the system will suggest exactly this brand or similar products. And if a user has never bought food before, the algorithm will analyze their behavior and match it with actions of other similar shoppers to suggest the most relevant options.

Next we plan:

• Additional personalization for authorized users.
• Product block integration into email campaigns.
• A/B testing of product placements in articles.

Conclusions

Automation isn’t just about convenience. It’s about scaling and efficiency.

Anton Kutyavin, Head of Digital Marketing at MasterZoo

 

“Thanks to Yespo, we transformed the blog from a content asset into a stable revenue source. And it took us less than a month to implement it.”

Collaboration with Yespo confirmed once again: the right technical solution combined with teamwork delivers results in numbers and in saved hours that can now be invested in development.

Anton Kutyavin also emphasized that this case is part of the digital marketing direction’s strategy toward AI automation. This is just the first of many steps toward creating an even more personalized and technologically advanced experience for MasterZoo customers.

If you want to see how personalized product recommendations can work in your business, request a free demo from Yespo.

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