How Seilflechter is diversifying its sales channels with direct online sales via Amazon
Problem
Although Seilflechter Tauwerk GmbH had a strong retail business, it had no focus on its own e-commerce business via Amazon. As a result, there was enormous untapped sales potential on Amazon.
Furthermore, much of the content was previously uploaded to Amazon by retailers, which meant that the high quality of the products could not be communicated due to the lack of a professional, uniform brand presence.
Goal
The traditional brand Seilflechter, which has been manufacturing high-quality ropes since 1745, wanted to expand and establish Amazon as its own sales channel alongside its core business. Despite the increasing number of competitors and the weak overall economic situation, the aim was to significantly increase sales via Amazon without losing profitability.
The aim was to create a brand and shopping experience that did justice to the high-quality products, which would also benefit the retailers who sell Seilflechter products on Amazon.
Solution
"Clean" product listings, extended brand content and an Amazon Brand Store were created. On this basis, an advertising strategy was developed and implemented that focuses on sponsored products, sponsored brands and sponsored display campaigns. In combination with automated control, this enabled extremely high advertising efficiency to be achieved.
Despite the difficult environment, sales almost doubled within 12 months and advertising costs were reduced by 15% at the same time. The same strategy was subsequently applied to all European Amazon marketplaces.
Industry
Collaboration
Result:
Set up your own Amazon seller account in 4 weeks
Strong sales growth through optimized product listings combined with Amazon advertising
Establishment of a second sales pillar alongside the core business in 6 months