CASE STUDY:

How we built GROOMO.cz

Dominika Elliot, an experienced groomer and owner of a successful dog salon, wanted to expand her services with an e-shop. Together we started looking for a way to capture the whole project and how the brand should work.

GROOMO brand

The brand and the name gave us a hard time. We had to decide between ideas like “psikrasa.cz”, which described what it was about nicely, but didn’t give us much chance to design a logo, and by coming up with something with the English world base of the word GROOMING, even though it’s not a common word and the domains are long gone.

Choosing an AI colored dog as an avatar was a similarly controversial move, but in a world of many beautiful dog photographers, we wanted something that would be apart of the ordinary and would say straight away that this wasn’t just an ordinary hobby “dog” from the suburbs.

Gradually the colors settled down and we added geometric shapes to give something to build on, for example, social networks, business cards and business cards, and the whole show started

E-shop also for professional dog owners

GROOMO.cz was never meant to be just a classic store. Dominika wanted it to become a guide and advisor that even the most experienced breeders could turn to.

That is why, in addition to products, we have also created a blog where experts write and where topics that dog owners really need are addressed. The inspiration for this was both salon practice and a detailed analysis of keywords. The articles answer specific questions: “What to do if a dog scratches itself?” “How to treat alopecia?” “How to prepare a dog for a show?” “How to travel with a dog?”

GROOMO Institut

The entire plan also includes a course section that offers training for professional groomers, but dog and cat owners are also trained here.

Shopify and more

We made a lot of design and functionality adjustments to the template - we changed the menu, added advanced product filtering, labels, all so that the e-shop team could handle the settings independently. The challenge was the number of brands and product subgroups.

However, the biggest innovation is the filtering by dog breed. This is probably a unique feature. Just select the breed you own and the e-shop will recommend shampoos, brushes or treats that are ideal for a specific dog.

Content that helps and sells

The new website is not just about products. From the beginning, GROOMO has positioned itself as a brand that shares experiences and offers help. Whether in the form of articles, advice from experts, or online courses.

Price vs. performance - $$$

The project was built with a strong focus on a reasonable budget from the start. Shopify, combined with custom customizations, allowed us to build an e-shop that felt almost like a custom solution, while still offering excellent value for money.

Results

The GROOMO e-shop was launched in November 2024. Within the first few weeks, it brought a lot of registrations and positive feedback from customers and professionals.

The biggest benefit was the filtering by breed, which makes shopping easier for owners and at the same time makes GROOMO an e-shop that has no equal on the Czech market.

And conclusion?

In the beginning, there was an idea that took shape after a few meetings. Within four months, thanks to the collaboration of the Aethera team, it became a modern Shopify e-shop with a clear identity, unique features and content that helps owners and professionals alike.

Today, GROOMO is not just a store. It is a brand that connects products, education and experience – and thanks to this, it has a unique place among dog e-shops.