The primary task was to optimise the product photos and product descriptions in the online shop so that customers were informed as accurately as possible about the selected goods – on the one hand, to increase customer engagement and reduce the number of order cancellations and returns. To show the media how fundamental this revision was and how great the result was, they received a print catalogue – which was very well received. The activities were rounded off with an online PR and advertising campaign – including on Twitter and Facebook.