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EspañolDynamic sales growth for upholstered beds on Kaufland.de: Success in 4 months
The Client
The company is a Polish manufacturer of upholstered furniture, specialising in the design and production of high-quality beds, including boxspring models. The brand serves both individual (B2C) and business (B2B) customers.
Key brand values:
- Comfort and functionality,
- Superior quality rooted in years of manufacturing expertise.
In December 2024, the company decided to expand overseas, choosing Kaufland.de as their first strategic step into the German market.
The Challenge
- Lack of international experience: The company had previously operated exclusively within the Polish market.
- New to marketplace dynamics: The need to understand and adapt to the specific mechanisms of a new platform.
- Strong competition: The challenge of standing out among hundreds of similar product offerings.
- Manual processes: Warehouse and order management were initially handled without automation.
- Rapid scaling: A sudden surge in order volume presented significant operational and logistical challenges.
The Solution
Aims and objectives
- Our primary goal was to establish a strong sales presence in the German market without the overhead of a standalone e-commerce site. This involved:
- Launching a fully optimised product range on Kaufland.de,
- Driving brand visibility and product recognition from the ground up,
- Launching Kaufland Ads and promotional tools,
- Building a seamless workflow for German-language customer support and order fulfilment.
Implementation and action steps
Operational launch
- Handling the complete merchant registration on Kaufland.de,
- Configuring essential business settings, including VAT compliance, logistics, and legal frameworks.
Creating and implementing the product range
- Listing execution
- Creating product pages: Developing SEO-optimised titles and descriptions tailored specifically to the preferences and language of German consumers.
- Infographics: Highlighting key product features, such as H3 firmness, mattress types, and component sets.
- Professional lifestyle photography: Implementing high-quality imagery, which is a critical driver for conversions in the upholstered bed category.
- Keyword and category selection: Identifying high-intent search terms and the most relevant categories for the German market.
- System integration: Seamlessly uploading all listings into the Kaufland merchant panel.
Sales optimisation
- Pricing alignment: Adjusting the pricing strategy to reflect current market trends and competitor activity.
- Feature standardisation: Simplifying how product features are communicated to ensure maximum clarity (e.g. using diagrams for bed construction).
- Product variants: Introducing different sizes and colours to simplify the customer journey and increase average basket value.
- Campaign launches: Rolling out Sponsored Ads to boost visibility.
- Conversion drivers: Enabling discount coupons to incentivise purchases.
Advertising Campaign – Sponsored Ads
From January 2025, we leveraged Kaufland Ads to scale the brand’s presence:
- Automated campaigns: Running ads with flexible daily budgets ranging from €40 to €100.
- A/B testing: Testing multiple variants across different ad groups.
- Performance monitoring: Continuously tracking ROAS to identify and prioritise the highest-converting campaigns.
The Impact of the Advertising Campaign
- Average ROAS (Return on Ad Spend): 8.59
- Average TACoS (Total Advertising Cost of Sales): 4.27%
- Strategy: We maintained the current budget levels due to strong organic sales growth and overall brand stability.
The Results
- Sales increase of over 6,000% within just 4 months.
- Advertising efficiency: Campaigns achieving a high-performing average ROAS of 8.69.
- Competitive differentiation: Successfully standing out from the competition through high-quality offerings tailored specifically to the German market.
- Operational resilience: Despite rapid growth and initial delivery challenges, our integrated Customer Service team maintained high standards. This led to a positive brand perception and minimised the risk of negative feedback, as customers showed great patience thanks to our transparent and proactive communication.
Customer Service feedback & brand image
Despite the intense growth and logistical pressures of the first few weeks, the brand secured customer trust through product quality and professional after-sales care.
Key activities and observations:
- Zero negative reviews regarding delays: Achieved through proactive updates and consistent customer communication from our team.
- Logistical precision: We ensured all delivery data, including phone numbers, was accurate – a critical factor for large-scale furniture shipments.
- Post-purchase engagement: Directly contacting customers after delivery to ensure satisfaction and encourage them to share their feedback on the platform.
- Positive feedback trends: Initial reviews highlighted the exceptional comfort of the beds, solid craftsmanship, and the high accuracy of the product descriptions.
The outcome
Superior service quality combined with proactive customer communication, both pre- and post-sale, played a vital role in establishing a positive brand image in a new market. Strategic feedback-gathering and meticulous attention to detail (such as ensuring accurate contact numbers for delivery) translated into high levels of customer satisfaction and a premium buying experience.
Future roadmap
- Expansion into further markets via the Kaufland platform (including Austria and the Czech Republic).
- Automation of sales and warehouse processes.
- Scaling advertising budgets while maintaining a high ROAS.
- Further expanding the product range.
...And there’s much more to come!
We work with our client on an ongoing basis, constantly adapting and optimising all elements to the ever-changing conditions for sellers across the marketplace.
We are confident that our joint efforts will continue to bring tangible benefits to our customers!
Thank you for your trust!
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