Step-by-Step Guide to Ozon's Promotion Campaign

Step-by-Step Guide to Creating Promotional Campaigns on Ozon

In the e-commerce sector, promotional campaigns serve as essential tools for attracting consumers and boosting sales. As one of Russia's largest online retail platforms, Ozon has rapidly risen in recent years, becoming a focal point for numerous merchants and brands. For businesses looking to expand their reach through Ozon, understanding how to create effective promotional activities is crucial. This article will provide a detailed breakdown of the specific steps required to create promotional campaigns on Ozon, combining practical operational processes with relevant case studies to help merchants better leverage this platform to achieve their business objectives.

Step 1 Clarify the Purpose and Strategy of the Promotion

Any successful promotional campaign begins with clear goal setting. Before launching a promotion on Ozon, merchants must clearly define their core objectives, such as increasing sales of a particular product, clearing inventory, attracting new customers, or enhancing brand awareness. Additionally, they should formulate corresponding marketing strategies based on platform characteristics. For instance, Ozon frequently offers lightning discount flash sales, which can effectively stimulate consumer purchasing desires. Merchants should also consider whether they need to collaborate with other brands for joint promotions to expand their influence.

For example, at the beginning of 2025, an electronics brand collaborated with Ozon to launch a one-week exclusive coupon promotion. The brand offered a direct 5% discount on popular smartphone models and combined it with platform traffic support, ultimately achieving sales growth that exceeded expectations. This demonstrates that accurately targeting the intended audience and matching appropriate promotional methods during the planning stage is key to success.

Step 2 Prepare Products and Inventory Management

After determining the promotion plan, merchants must ensure that the involved products are in good condition and have sufficient inventory. Ozon has strict requirements for participating products, such as ensuring they are brand-new genuine items with complete logistics support. If merchants fail to replenish their inventory in time, it may result in delayed order deliveries, affecting user experience and store ratings.

It is worth noting that Ozon encourages merchants to offer free shipping options to enhance attractiveness. However, this may increase operating costs, so merchants need to conduct cost calculations in advance. For example, a clothing brand once experienced stockouts due to underestimating demand during the promotion period, not only losing potential revenue but also receiving negative feedback from some consumers. Comprehensive planning is essential during the preparation phase.

Step 3 Design Page Layout and Visual Effects

An attractive promotional page can significantly improve conversion rates. Ozon allows merchants to customize activity pages, including background images, text descriptions, button styles, and more. Excellent page design should not only convey promotional information but also create a sense of urgency, such as using countdown timers to prompt users to place orders quickly.

From the perspective of visual psychology, a clean and straightforward design style is more likely to catch attention. A home goods store once adopted a striking red theme with prominent price tags during a promotional event, successfully attracting a large number of visitors. According to its manager, daily visits during this promotion increased by about 40% compared to usual, and sales doubled.

Step 4 Testing and Optimization

Before going live, merchants should use Ozon’s simulation environment to conduct comprehensive testing of the promotional campaign. This includes checking if links work properly, whether price calculations are accurate, and identifying any loopholes in the logistics process. Once issues are discovered, they should be promptly adjusted until everything is flawless.

Ozon also provides A/B testing tools, allowing merchants to compare the effectiveness of different design approaches. For instance, a cosmetics brand tried two different ad copy versions during a promotion, and the results showed that the version emphasizing emotional resonance received higher click-through rates. Based on this feedback, the merchant further optimized subsequent campaign strategies.

Step 5 Execution and Monitoring

Once all preparations are complete, merchants can initiate the promotion. During this process, real-time monitoring of data performance is particularly important. Ozon's backend provides detailed reporting functions covering multiple dimensions such as order volume, conversion rate, and return rate. Merchants can flexibly adjust strategies based on these data, such as increasing promotional efforts, extending the duration of the event, or replenishing inventory.

It is worth mentioning that Ozon also provides varying degrees of support based on merchants' performance. Outstanding brands have the opportunity to gain additional exposure resources, such as featured positions on the homepage or special section displays. This undoubtedly creates more possibilities for merchants.

Conclusion

In summary, creating promotional campaigns on Ozon is not merely a procedural operation but requires deep thinking and meticulous planning. From clarifying goals to executing them, every step demands meticulous control. For merchants hoping to grow through Ozon, only by fully understanding platform rules and flexibly applying various tools can they stand out in fierce market competition. In the future, as Ozon continues to introduce new features and services, it is believed that more enterprises will benefit, jointly driving the thriving development of the e-commerce industry in Russia and globally.