A Growth Engine for Europe

Vansbro-based family firm Lyko Hair is one of Sweden’s leading e-retailers of beauty products. The company has been named e-merchant of the year, a Gazelle company, and Digital Gazelle of the year thanks to its innovative use of e-commerce and its fantastic growth. Part of the company’s success rests on its Google AdWords and Analytics strategy, which helps customers find the online store and provides solid information for making strategic decisions. CEO Rickard Lyko explains: “AdWords is responsible for a significant part of our turnover. Without it, we would never have got to where we are now. Above all, Google has provided new opportunities for those of us working online.” He explains what these new chances have meant for Lyko Hair: “AdWords and Analytics mean we can see where our money goes. The tools help us to measure and work out what’s profitable: we can focus on what works and remove what doesn’t.” The company has been using this strategy it launched in 2008, and has doubled its turnover annually. According to Rickard Lyko, AdWords is a reliable partner: “If you look at the growth we’ve seen with AdWords versus traditional marketing, the difference is that you can work with AdWords incrementally – the only limitation is your own ability. It isn’t a gamble where you throw money at it hoping it’ll work. In this case you can measure everything.”