Build
a strong private label on Amazon
in 6 months
About the customer
MILIONMEBLICOM is a family-owned company run by three brothers, with 30 years of experience in manufacturing bathroom furniture and RTV cabinets. The company’s product range includes various types of bathroom furniture and RTV cabinets in a minimalist style.
Before working with our agency, the company focused on offline distribution and had no e-commerce business.
Customer Challenges
Due to the completely different nature of online sales on Marketplace, compared to the existing desktop sales model, the owners of MILIONMEBLI have encountered difficulties with:
- Choosing the right Marketplace to sell their products,
- Filling out the necessary paperwork for international online sales,
- Assigning the appropriate EAN and SKU codes to its products,
- The process of shipping and fulfilling orders in the new channel,
- Execution of after-sales processes, such as invoicing, returns, complaints, etc.
Our activities
Aims and objectives
- Successfully increasing sales of bathroom cabinets and RTVs on German Amazon,
- Building brand recognition in the German market,
- Optimizing the ACoS ratio (advertising cost to sales) to below 15%.
Assumptions:
- Provision by the client of a full product portfolio with detailed technical information and graphic materials,
- Adapting content and advertising strategies to the specifics of the German market.
Analysis
After setting goals and establishing assumptions, we moved on to competitive, market and consumer analysis. We took the following steps:
Competitive analysis:
- Identification of major competitors on German Amazon.
- Conduct a detailed analysis of prices, product descriptions, ratings.
Market and consumer analysis:
- A survey of popularity and trends related to bathroom cabinets and RTV in the German market.
The purpose of such analysis is to be able to precisely optimize our client’s offerings. Using knowledge of the mistakes made by our competitors, such as negative comments and customer feedback, we draw conclusions and make improvements that differentiate our products. In this way, we not only meet the expectations of our customers, but also surpass the competition by offering solutions that perfectly meet the real needs of the market.
Introduction of changes
After setting goals and conducting in-depth analysis, we began making the following changes:
Preparation of product descriptions (bullet points) optimized for SEO.
Create product titles with key
keywords in mind.
Variation of offerings to increase product reach and availability.
Creation of dedicated branded content (A+ Content).
Prepare dedicated infographics highlighting unique product features.
Include shipping costs in the price of the product, making it possible to introduce free delivery.
Introduce business pricing and set volume discounts, significantly increasing the value of customers’ shopping cart.
Successive
expansion of
productofferings.
Advertising strategy
When developing the advertising strategy, we focused on three key activities:
- Launch PPC (Pay-Per-Click) campaigns on Amazon using various ad formats, including sponsored products, brands and content,
- Testing different keywords and target groups for ACoS optimization,
- Use the full potential of the promotional tools offered by Amazon’s platform.
Results of the implemented measures
From January to June, there wasa significant increase in sales on German Amazon. The new retailer, which launched at the beginning of the year, achieved impressive results, despite the fact that the second quarter is usually characterized by the beginning of a seasonal decline in sales in this category. Maintaining stable results during this period is a testament to an effective strategy and a perfectly tailored offering, which is an exceptional achievement, especially for a new account. This is a solid foundation for further expansion in the German market.
ROAS (return on advertising expenditures) remains at a very satisfactory level between 7 and 8, which is the result of consistent performance within established advertising budgets. As a result, we effectively achieve our goals while maintaining the efficiency of our advertising spending.
ACoS
We maintain our ACoS (advertising cost to sales) ratio at a stable 12-14%, which proves the effectiveness of our advertising efforts. Such a result means that our campaigns are well optimized, allowing us to effectively manage our advertising budget while maximizing return on investment.
By keeping ACoS in this range, we not only control advertising costs , but also ensure the profitability of our marketing efforts. This level of ACoS is also an indicator that our products are competitive in the market and enjoy stable customer interest, resulting in healthy and sustainable sales growth.
Reviews
The significant increase in the number of positive reviews on the platform is clear evidence of growing customer satisfaction with our products. Thanks to consistent attention to the quality of the products offered and efficient customer service, we have managed to significantly increase the number of positive reviews, which has a direct impact on building trust in the brand. Positive reviews not only raise our visibility on the platform, but also strengthen our brand image, translating into higher sales conversions.
Visibility
Our products gained better visibility and higher position in search results thanks to optimization, i.e. (among other things):
- selecting the right keywords,
- Creating attractive product descriptions,
- Adding high quality photos.
In addition, successful advertising campaigns and a growing number of positive reviews have strengthened our position on the platform, which has increased the chances of conversions and strengthened our brand.
BESTSELLER status
One of the results of the introduced measures is also the achievement of Bestseller status in the category of wall-mounted bathroom cabinets.
Development
After a successful start to sales on Amazon, we are continuing the rapid growth of sales on this retailer, introducing additional measures to further increase reach and profitability:
Diversification of sales channels:
Launching products on additional sales platforms, such as Allegro, eBay and Kaufland, allowing the brand to increase its presence across channels.
Expansion on Amazon:
Expanding sales to the Italian and French markets to reach new customer groups.
Expanding the offer:
Introducing new products and diversifying the assortment, which enables the offer to be better adapted to market needs and increase the value of the shopping cart.
...And we're not done yet!
With Millionmeblicom, the cooperation continues all the time, and consequently we are constantly adjusting and optimizing all sales elements to the constantly changing conditions for sellers in the marketplaces we serve.
We believe in our customers’ products, so we successfully manage to increase their sales!
Thank you for your trust!
Sebastian Dyga
CEO
Millionmeblicom