How Moccamaster is making itself less dependent on retailers with its own Amazon sales presence
Problem
Moccamaster is an internationally established brand for coffee machines with popular products that were primarily sold through dealers. As a result, there was a high level of dependence on retailers and no direct access to end customers.
At the same time, there was little to no e-commerce expertise in-house. It was therefore neither clear how to set up online direct sales quickly and professionally, nor were there any internal resources for implementation.
Goal
As a second mainstay alongside the retail business, the aim was to develop a direct sales channel of its own via Amazon, as Amazon is the perfect place to start direct online sales. The aim was also to gain experience so that the company could later launch its own online store.
It was important for the brand to launch direct sales with specialists so as not to make any unnecessary mistakes and not take longer than necessary to set up. It was also important that the employees could continue to concentrate fully on their core business.
Solution
In direct cooperation with Amazon, a separate Amazon seller account was set up within 4 weeks, which, in contrast to Amazon's vendor program, allows full control over brand presentation and prices. The products were listed in a sales-optimized manner under Amazon SEO criteria. This enabled high purchase rates and findability values to be achieved right from the start.
Enhanced brand content (A+ content) and an Amazon Brand Store for the Moccamaster brand ensured a premium brand experience. This enabled the company to launch direct online sales via Amazon in just 3 months. In the meantime, the channel has established itself as a second sales pillar alongside the retail business.
Industry
Collaboration
Result:
Set up your own Amazon seller account in 4 weeks
High visibility and purchase rates through Amazon SEO / sales-optimized product listings
Premium brand experience through the development of an Amazon Brand Store