Super zoo is one of the largest pet supplies retailers in Central Europe. In the Czech Republic and Slovakia, it runs hundreds of brick-and-mortar stores as well as a successful e-shop, which has become an important part of its business in recent years.
The company offers a wide range of food, toys, accessories and specialised equipment for pets. Its strategy combines a strong physical network with a constantly growing online platform that aims to give customers maximum convenience and fast delivery. Super zoo focuses on building long-term customer relationships and invests in digitalisation so it can react flexibly to new trends in customer behaviour. Thanks to this, it is today one of the leaders in pet supplies not only in the Czech Republic, but also in other countries where it is gradually expanding.
“For me, the main benefit is that thanks to you we can work with data in a way that really helps us run the business, not just generate spreadsheets. We always get concrete insights out of it that lead to better decisions. And that has a direct financial impact – when we know where we are missing opportunities, or what works, we can react quickly. The result is a more efficient business, whether in the form of better marketing, better work with customers or savings thanks to proper evaluation.”
Pavel Kopřiva, E-commerce Manager, Super zoo
Super zoo Wins 2nd Place in WebTop100
In 2025, the new e-shop won a major award in the prestigious WebTop100 competition, taking 2nd place in the Large B2C Project category. It is the oldest and best-known digital competition in the Czech Republic, in which an expert jury evaluates the technical solution, UX, visual quality and overall business benefit. The award confirms the high quality of the work of the PeckaDesign team, who designed and built the new e-shop. For us at Archetix, the award is valuable proof that we are part of a project built on a high-quality web solution and analytics.
Initial Situation
At the start of our cooperation, the e-shop was functional and commercially successful, but it had a weak spot – it lacked reliable tracking, and the marketing team did not have sufficient analytics support. The data was fragmented, sometimes inaccurate and could not serve as a solid foundation for managing campaigns or expanding into new markets. On top of that, a completely new website was being prepared for launch in the first half of 2025. It was clear that if the redesign was to succeed in Slovakia and Latvia as well and rely on data, a lot of work had to be done – and Archetix took it on. Our task was not only to build stable analytics, but also to help the team understand data better and start using it to the full.
- New website: required robust, documented and scalable analytics.
- Data layer: a design existed, but it was incomplete and unreliable.
- GTM and GA4: the complete setup was missing and many tags were duplicated.
- Processes: there were no clear standards for maintaining the tracking.
Refactoring and Stabilising the Data Layer
The data layer is the foundation of quality tracking. At Super zoo, however, it was not reliable – some transactions were not sent at all and parameters differed across the website. Our first task was therefore a complete refactoring and the introduction of global mapping.
This unified more than 80 different item_list parameters, which now work consistently on all pages. We also set up automated validation and processes for long-term maintenance.
We added more than a dozen key events that help reveal customer behaviour on the newly launched website.
- Complete data layer design and documentation
- Debugging and testing of transactions
- Automated data checks using logging
Google Tag Manager and Google Analytics 4 from the Ground Up
The original GTM setup contained duplicates that slowed the website down unnecessarily. We therefore cleaned up the whole container, optimised the variables and prioritised the tracking. GA4 also got a new data structure that matches the needs of e-commerce and international operations.
- Complete e-commerce tracking setup in GA4
- Removal of duplicate tags and variables
- Optimised script loading for a faster website
Website Redesign and International Expansion
“You played a key role in the redesign. You had everything around analytics firmly in hand, and we knew we could rely on you. It was a big relief for us, because we knew that whenever new websites or foreign versions were being dealt with, the data would be set up correctly and we could rely on it.”
Pavel Kopřiva, Super zoo
2025 was a turning point for Super zoo. In spring, the new Czech website was launched – more modern, faster and ready for growth. Our role was to make sure that all the analytics worked from day one and delivered reliable data.
After the successful launch in the Czech Republic, the new website followed in Slovakia and then in Latvia. Each country had its own specifics, but thanks to the prepared solution we were able to handle the individual implementations efficiently and quickly.
- CZ version launched in April 2025
- Subsequent launch in Slovakia and Latvia
- Tracking moved from the older websites to the new system
Implementation of Other Systems and Platforms
Besides the core analytics, we also took care of connecting a whole range of other tools. This was a key part, because Super zoo works with a diverse marketing mix, from classic campaigns to new platforms.
- Anonymous tracking to determine the consent rate
- Server-side tagging setup
- Facebook and TikTok pixel and Microsoft Clarity implementation
- Dynamic remarketing setup in Bing Ads
- CJ affiliate integration
- Consultation and connection of the cookie banner to the tracking systems
- Documentation for the Samba AI automation system
- Zboží.cz and Heureka “Verified by Customers” integration
Managing Analytics for More Than 8 Websites
Super zoo runs more than eight websites in different countries and segments. Each of them needs reliable analytics that can be maintained in the long term and that also makes it possible to compare performance across markets.
Our task was to create standardised processes and set up regular maintenance that ensures the tracking stays accurate and ready for further changes. Thanks to this, the company and its management today have control over data across its entire digital ecosystem.
Data Analytics as an Engine of Growth
At Super zoo, analytics has long gone beyond basic e-shop numbers. We create comprehensive reporting that combines online and offline data and gives management a clear picture of the performance of the whole company. Thanks to this, they can react quickly to market changes, follow customer behaviour and manage investments in marketing and operations efficiently.
- Marketing reports in Looker Studio – an overview of revenue, conversion rates, cost of sales (PNO) and the performance of brands and product categories.
- Power BI reporting of customer behaviour – data from the e-shop and the brick-and-mortar stores integrated from the Air & Me platform in one place. Performance by region and district thanks to linking with postal codes.
- Customer retention analysis – transactions split into new, repeat and retained, which makes it possible to track customer loyalty and plan campaigns in a more targeted way.
- Product rating monitoring – automated download of reviews and snapshotting, which lets us track the average rating over time.
Strengthening the Marketing Team
At the start of our cooperation, the marketing team did excellent work on campaigns, but lacked analytics skills. That is why we were not only a technical supplier, but also a guide helping them understand data and use it for better decisions. Today we are the right hand of the e-commerce director. We handle his reporting requests, interpret data and look together for ways to increase sales efficiency and improve the customer experience. We also work closely with the IT department and the developers from Pecka Design, who are behind the new e-shop.
Results of the Cooperation
After a year of work, Super zoo’s analytics is stable, clear and ready for further growth. The marketing team has reliable data collected across all markets. We have also started building BI reports that take the cooperation to a strategic level.
- The data is valid and consistent
- The analytics is ready for more countries
- The marketing director has a reliable partner in us
- BI reporting opens the door to better strategic decision-making
We try to approach every cooperation above all professionally and responsibly. But we also value an open, friendly approach that increases trust and the efficiency of the cooperation.
“For me personally, it’s a ‘family’ approach – it’s not about an anonymous agency, but about specific people who take care of us. That hugely increases efficiency, because we don’t have to deal with complicated approval rounds, and we feel that you really care about us.”
Pavel Kopřiva, Super zoo
Do you want to be sure that your data works for you and not against you? Just like for Super zoo, we will be happy to help you build stable analytics that supports you in expansion, redesign and everyday marketing.