Case studies
Sportega Streamlines Multi-Market Email Marketing and Saves 30 % of Campaign Setup Time
Smarter automation across 15 markets
30 % less time spent on manual setup
Intuitive, self-service platform
“Samba.ai is a key tool that allows me to efficiently manage email campaigns across multiple markets. Thanks to its intuitive interface and Czech-language support, I was able to get up to speed very quickly and work independently. On top of that, its ability to analyse and personalise content is a huge benefit for increasing the effectiveness of our campaigns.”
Kamila Kreslová
Email Marketing Manager
Sportega
About Sportega
Sportega is a Czech-based sports e-commerce and retail company operating since 2002. It serves customers in 15 European markets with a broad portfolio covering roughly 20 sports and combines a strong online presence with physical stores and specialist services. The company generates over €20 million in annual revenue and employs approximately 50–100 people. Following a unified rebrand in 2022, Sportega continues to expand internationally, supported by investor partnerships and a focus on high-growth segments such as ice hockey, racket sports and fitness.
Initial situation and challenges
Before implementing Samba.ai, Sportega worked with a Customer Data Platform (CDP) that the team perceived as overly complex. Automation and segmentation involved many technical steps, slowing down campaign production and limiting scalability. At the same time, the company needed to support rapid international growth and an omnichannel strategy across international markets and a wide sports portfolio.
Main challenges:
- Complex CDP platform: Their previous tool was perceived as complicated for the team’s needs.
- Technically intensive automation and segmentation: Many steps were handled manually, making scaling difficult.
- Multi-market coordination: Email marketing needed to be aligned across various countries.
- Relevance of communication: Inefficient sport-based segmentation limited the ability to tailor messages to customer interests.
- Higher ownership effort: A complex platform increased the total effort and cost required to run email marketing.
Solution
Sportega implemented Samba.ai as its central marketing automation and CDP platform for customer centric communication. One marketing specialist now manages email marketing for Sportega in 15 markets and for Fitness4u in 2 markets using Samba.ai as her primary tool. She works extensively with automated scenarios tied to purchases in specific sports, personalised content and segmentation, ensuring that each customer receives communication aligned with their interests. The transition from their previous CDP was smooth because Samba.ai covered all existing scenarios while providing a more intuitive, self-service environment.
Key elements of the solution:
- Automation scenarios based on purchase: When a customer buys in a specific sport category (e.g. an ice hockey stick), Samba.ai triggers a set of follow-up emails for that sport (sticks, skates, protectors, helmets, equipment).
- Segmentation by sport: Customers are segmented into groups according to individual sports, increasing campaign relevance.
- Personalised content: Samba.ai enables dynamic content that reflects each customer’s real interests.
- Multi-country campaign management: Templates can be copied and adapted across markets, supporting consistent execution in 17 countries.
- Intuitive interface and local support: A user-friendly UI and Czech-speaking support helped Sportega adopt the tool quickly.
- Self-service configuration: The team can set up and adjust scenarios independently, reducing reliance on external consultants.
“Although tools with advanced analytics are often seen as complicated, my experience with Samba is the opposite. Its advanced functions are integrated in a way that is understandable and easy to use. The biggest added value for me is Samba’s ability to integrate and synchronise data across different channels. It allows us to deliver consistent and relevant experiences to customers, no matter where they meet our brand.”
Kamila Kreslová
Email Marketing Manager
Sportega
Results
Measurable benefits
With Samba.ai, Sportega has significantly simplified and accelerated email campaign management in a complex, multi-market environment. Automation and enhanced segmentation save around 30 % of the time previously spent on manual configuration, allowing the team to focus on strategy and creativity. At the same time, precise personalisation and sport-based segmentation ensure highly relevant communication. The shift from a complex CDP to an intuitive, self-service platform also reduces dependency on external resources and supports Sportega’s continued international expansion.
- Approximately 30 % time savings: Automation and improved segmentation reduce manual setup time.
- One marketer managing 15 markets: A single specialist handles email marketing for Sportega (15 markets) and Fitness4u (2 markets).
- Higher relevance of campaigns: Automated, sport-specific flows ensure follow-up emails reflect customer purchases and interests.
- Easier scaling across Europe: Template copying and centralised management support operations across markets.
- Smooth transition from a previous CDP: Samba.ai fully covered existing use cases with lower total cost of ownership.
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