Kukuk.dk

In 2021, Nikolas bought Kukuk.dk, a webshop specializing in yarn and patterns. With his corporate background, he saw potential in the business. That same year, online competition increased as more people turned to new hobbies and online shopping due to COVID-19. To stay competitive, Nikolas looked for a tool to help him set the right prices and maintain his market relevance. At the end of 2021, he became a customer at PriceShape.

Kukuk.dk operates with many products, each available in up to 30 colors. To stay competitive, knowing which yarn and colors are bestsellers is essential. Finding all the relevant information, such as competitors' prices, products, and stock status, without PriceShape would take a full-time employee. Nikolas mentions, "The data found by a person would still not necessarily be the same quality as the pricing data collected by PriceShape.”

One-man army 

The company began as a one-man operation but has grown to include three full-time employees responsible for handling orders and customer support. Despite this growth, Nikolas still oversees all other aspects of the business—purchasing, pricing strategies, campaigns, newsletters, the Kukuk website, social media marketing, and paid advertising. With so many responsibilities, Nikolas's time has become increasingly valuable, leading him to seek a digital solution to handle pricing and save him time.

A competitive market

Effective pricing strategies are crucial for staying competitive with a highly price-sensitive target audience. Nikolas explained that even a 1 DKK. difference can influence the purchasing decisions of their target group, women aged 40 to 70. This small price variation often determines where they choose to buy their products. 

 “Since price is crucial for our customers, it's equally important for us to stay competitive. To succeed with Google Ads, having the right price is key. However, using PriceShape isn't just about lowering prices. It allows me to identify which products can be priced higher—whether they’re fast movers or bundled with exclusive patterns.”
 Nikolas Miller, CEO of Kukuk. 

Pricing data helped increase profit

Nikolas recognized PriceShape's potential as an intelligent pricing tool. In 2024, he began using PriceShape more strategically, implementing automated setups and dynamic product groups. This approach allowed him to better manage his bestsellers, low-stock items, and slow-moving products.

"Since we began using PriceShape more strategically, we have doubled our turnover since 2023.
The ROI we've gained from PriceShape has paid for the platform several times."
Nikolas Miller, CEO of Kukuk. 

2023 vs. 2024

When comparing January 1 to April 30 in 2023 and 2024, the results are clear: The same Google Ads campaigns ran during both periods, but the key difference in 2024 was the improved use of PriceShape’s intelligent pricing features.

As a result, the cost per acquisition (CPA) dropped by about 42%, and the number of conversions increased by 76% from 2023 to 2024. In other words, this means Kukuk is profiting more with the same marketing budget than before. 

ProfitMetrics / PriceShape

At Kukuk.dk, automating tasks has been a priority to ensure accurate pricing and free up time for other daily responsibilities. One of the tools they've relied on is ProfitMetrics, which provides precise profit data for each ad, eliminating guesswork and creating transparency across all campaigns. When used alongside PriceShape, it offers a complete view of gross and net profit after fixed costs and ad spend, all in real time.

“ProfitMetrics helps us understand our internal numbers, ensuring we achieve the best profit. PriceShape complements this by ensuring we bid on the right products, keeping us both profitable and competitive. After all, bidding on an ad with good profit potential only makes sense if customers actually buy the product. PriceShape helps us identify the products where we can maintain a competitive price while still securing a solid profit.”
Nikolas Miller, CEO of Kukuk. 

Why PriceShape? 

Nikolas emphasized in the interview the good response time and support he met from the beginning. He was asked why he chose PriceShape as his pricing tool, and he answered: 

“It was the free test trial that helped convince me that PriceShape was the tool for me because when I first started working on the platform, I could see that it was intuitive and easy to use. I also quickly found that the support and Customer Success team had a short reply time and was always ready to help with even the smallest questions.”
Nikolas Miller, CEO of Kukuk.