From Scaling to New Challenges
In 2022, the MasterZoo chain had more than 100 pet stores across 17 cities. Each location had its own Google Maps profile, but only some of the profiles were verified, while others were duplicates or outdated.
By 2023, the number of physical locations was approaching 200 across the country. However, as the network scaled, so did the amount of routine work — dozens of hours spent updating information, publishing promotions, and responding to reviews.
The pet store chain’s team manually updated attributes, checked fake profiles, responded to reviews, and spent more than 60 hours every month on these routine tasks alone. It became clear that scaling without automation was impossible, and the team needed a more efficient solution.
They considered dozens of options — from freelancers and agencies to semi-manual platforms and custom scripts. But none of them solved the problem completely or could scale to 200+ locations.
To address this challenge, MasterZoo turned to Getpin, a platform for centralized management of online presence. This decision marked the beginning of a successful partnership.
How Getpin Changed MasterZoo’s Approach
Before Getpin, the MasterZoo team faced several key challenges:
- Publishing a single post took 2 minutes.
For 180+ locations, this meant more than 6.5 hours for a single publication. With up to five posts per month, this amounted to almost an entire working week for one employee. - Reviews were answered only twice a month.
Each time, the process took around 14 hours and was exhausting for the team. In total, this meant approximately four working days. - Duplicate and fake profiles were a constant problem.
The team had to manually search for them, submit removal requests, delete them, and check the profiles again.
The Getpin platform fully automated the management of MasterZoo profiles across online maps. This allowed the business to redirect local marketing resources toward strategic priorities while gaining convenient tools for optimizing routine processes:
- Bulk editing of business attributes and categories with SEO considerations — including relevant keywords and detailed descriptions — increased search visibility and helped locations rank higher in search results.
- Publishing news, promotions, and product offers across all profiles became possible in just a few clicks, with post scheduling and quick updates whenever information changed.
- Adding products and assortment information to location profiles helped improve search relevance and attract target customers.
- Responding to reviews from a single interface eliminated the need to switch between accounts, while automated responses could be configured for common types of comments.
- Expanded presence not only on Google Maps, but also on OpenStreetMap and Bing Maps.
- Faster profile verification thanks to Getpin’s status as a certified Google partner — verification was completed within just a few days.
- Built-in analytics made it possible to track rating dynamics, interactions, views, customer actions, website visits, and direction requests.
- Reduced time spent publishing posts from several hours to just a few minutes, saving more than 60 team hours every month.
As a result of this automation, the MasterZoo team reduced the time spent on routine tasks by 95% and was able to focus on scaling the business, developing content, and improving the customer experience.
“Getpin is not just about convenience. It’s about scale. We no longer spend our time on routine tasks. We focus on growth.”
— Ivan Birchenko, SEO Lead at MasterZoo
Implementation Stages
1. Initial Setup — Summer 2023
Connected MasterZoo’s Google accounts to the Getpin platform, synchronized the data, and created a single management dashboard.
Added logos to all active locations, unified the visual style, and optimized primary and secondary categories for each location with SEO in mind.
Provided recommendations for business descriptions and attributes and implemented them across the profiles.
2. Expansion and Automation — February–April 2024
Added products to location profiles to improve search relevance.
To improve customer communication, social media links and automated responses to customer reviews were configured. This significantly accelerated the processing of feedback.
Set up automated publishing of news and promotions across all profiles — just a few clicks instead of hundreds of manual actions.
Mass publishing across all or selected Google Maps locations in just a few clicks.
3. Content Support and Audit — July–December 2024
The MasterZoo team regularly updated content, while the Getpin team monitored data accuracy and profile quality. Duplicate profiles were identified and removed, errors were corrected, the publishing strategy was updated, and detailed keyword-rich descriptions were implemented.
Following recommendations from the Getpin team, MasterZoo began integrating its locations with Here Maps to expand its reach.
4. Comparative Audit — April 2025
A comparative audit was conducted against practices used by international chains, helping identify areas for further development.
Throughout the partnership, the MasterZoo team also had continuous access to analytics in Getpin, including ratings, interactions, views, user actions, and other key metrics.
Results in Numbers*
Thanks to its partnership with Getpin, MasterZoo achieved growth across almost all key performance indicators. The platform’s tools became a key driver of change: locations received more than 20% more views, website visits increased by almost 1.5×, and customers requested directions twice as often — a direct indicator of increased foot traffic.
Reviews also showed significant growth: their number increased more than sixfold, while the average rating increased by 1.1 points.
| Average location rating | Number of reviews | Location views | Website visits | Direction requests |
|---|---|---|---|---|
| +1.1 points | 6× | +23% | 1.5× | 2× |
* All data is calculated per location as of August 2025, compared with August 2023.
“With Getpin, we received a comprehensive solution: step-by-step optimization, presence across multiple platforms, process automation, and ongoing content support. All of this significantly increased customer engagement, improved the search visibility of our locations, and strengthened the network’s online reputation. What is especially valuable is that our team no longer spends time on routine tasks and can focus on other strategic projects.”
— Anton Kutyavin, Head of Online Marketing at MasterZoo
And it was a great collaboration for both sides.
“Working with MasterZoo is always easy — the team is engaged, proactive, and genuinely focused on growth. This was especially evident during the optimization of locations for mapping services: the client quickly adopted the process, while we provided the tools and expertise to address the challenges systematically.
We are on the same wavelength, and you can see it in everything — from our day-to-day communication to joint decision-making. When both sides are working toward the same goal, the results are always impressive. And that is exactly what happens with the MasterZoo team.”
— Oleksii Bochkovskyi, Head of Customer Success at Getpin
The MasterZoo experience confirms that for chains with dozens or hundreds of locations, automation is not an option but a necessity.
Getpin became a tool that transformed routine work into a clear, manageable process, freeing up resources for growth and scaling.
