MULTICHANNEL BRAND LAUNCH
A large mattress manufacturer with 360m in B2B revenue worldwide recruited Vanquish to establish its B2C offering. The company recognised the challenges in the B2B retail market, and their dependence on private label brands for their success. Vanquish were tasked with creating a fresh D2C brand and implementing a strategy which would replace all B2B sales with B2C by 2024.
HOME & LIFESTYLE B2B2C STRATEGY
The brand had inventory in warehouses across the East, West and Mid-West, however, it had paused sales following COVID-19 challenges. They had significant D2C website sales, but these were loss making due to Google and Facebook advertising costs together with the cost of shipping bulky parcels nationally.
APPAREL BRAND AMAZON ACCELERATOR
The brand came to our San Diego office in 2021 having launched on Amazon, but not seeing much traction. They had strong reviews in place, however, their listings were a hot mess and their advertising campaigns had been structured wrongly by the previous agency. A common theme.
MATTRESS BRAND GTM
This company came to us looking for help with their US expansion. The company have had the desire to enter the US market for some years, however, COVID disrupted initial plans. We identified significant potential in the USA for their products and agreed that the diversification would allow for reduced UK market dependence as well as a more profitable route to growth.
AMAZON US SALES INCREASE
Aquatic Experts needed to free up resources it had been using to manage their growing retail media and PPC campaigns. After evaluating several vendors, they ultimately went with Vanquish due to its powerful blend of artificial intelligence-powered automation and bespoke account management.
AMAZON US ADVERTISING
Because Summit Sports sells highly seasonal products like kayaks, skis, and backpacking gear, the enterprise retailer needed a solution that could adapt to the peaks and valleys of its diverse shopping seasons. Summit Sports found a lasting solution for Amazon Advertising when it partnered with Vanquish, which previously managed the retailer’s Google Shopping campaigns.
LUXURY BRAND AMAZON LAUNCH
Salvatori is one of the first marble manufacturers on Amazon and thus a real luxury brand. Certainly, selling heavy and high-quality marble on Amazon is a challenge, but with the right advertising, millions of people will be reached in a short time and that boosts your brand and your product search on Europe's largest eCommerce platform.
AMAZON EU EXPANSION
Lamel, which was already a well-known brand on Amazon US, decided to increase its customer pool and brand awareness even further by expanding in the new and fast-growing Amazon's European marketplaces. They needed active VATs in all the European marketplaces to start selling quickly, moreover, having a big catalogue with a huge product variety, they also needed someone that could take care of shipments and labelling activities.
Seltmann is a cutlery brand that focuses on consumer, as well professional buyers such as restaurants, hotels, offices. This group of professional buyers, that are buying in too small quantities, are making a big market. For over a decade, the products were sold on Amazon, mainly in Germany. To protect the brand image, as well be visible towards this target market, the cooperation started.
Although strongly present in the German market, Eikaso was aiming to extend their reach internationally. By allowing their offline distributors to list their selection on marketplaces with a more restricted audience, the hybrid nature of their products, both suitable for professional and domestic use, was not completely exploited.
Brands that have not only a solid distribution but also a renowned name offline, may find expanding to Amazon as a waste of time. However, they should consider approaching the platform as the last step to establish their brand’s reputation while keeping it under control. Leaving this huge portion of the market to third-party suppliers can have the wrong effect on the overall perception of the brand, and it could end up affecting offline activities too.
Marketplaces are complex, competitive environments. Stock management is one of the trickiest points of working with Amazon: if your products become popular enough, they will soon generate competition, and more data. Analysis and resources will be necessary in order to stay on top of it. Hesitation and wrong interpretation of data can be fatal for the fate of your products, as competition will be ready to benefit from your losses.
When a brand is already well established on a European level, especially with their offline distribution, it can be challenging for them to shift to the complex structure of Amazon, especially for its heavy competition on product level. Especially with more technical products, where the supplier’s distribution is used to higher volumes, this can cause some fluctuations in sales when 3P sellers decide to offer the same products in low, more consumer-friendly quantities.