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CASE STUDY

strategic
partnership on
Eye level

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Strategic partnership

on an equal footing

ICONIC Sales stands for many things. But especially for a cooperative partnership with our customers.
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The Challenge

The manufacturer has pursued several goals:
  • Sustainable Amazon account development

  • Transparent & open dialog

  • Partnership at eye level

In the long term and above all sustainably, we develop our customers' Amazon accounts towards jointly defined goals. Always in direct exchange. Always open and transparent. Always at eye level. Since 2019, we have been working very successfully with a German brand in the Toys & Baby category and have been able to increase sales on all European marketplaces by over 70%. An end to the growth is not in sight.

In spring 2019, we got in touch with one of the leading manufacturers of plush goods and children's toys from Germany. For a long time, our contact (who herself has several years of Amazon experience and thus knows the pitfalls of the business very well) had been looking for a vendor who could drive the strategic development of the Amazon business, especially holistically. Their main problems: a vendor account without direct retail support, pending internationalization, hundreds of frequently changing ASINs and regularly new product ranges, poorly optimized product listings and a brand presence that did not do justice to the brand.
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The solution

With our complete package, we could and can offer the customer the solution to all open problems. With our direct contacts from account management and advertising, we primarily cover sustainable business development at the strategic level. However, we have at least four other people working on the customer's project in-house: a copywriter, a graphic designer, a project manager and a colleague from the office who takes care of upload and control.

In this way, we can ensure that about 50 ASINs go live each month in the marketplaces of Germany, France, Italy, Spain, the UK, the Netherlands, Sweden and Poland (i.e. a total of almost 400 optimizations). In the complete package we are talking about text and image optimizations (product images and A+), as well as acccount and advertising-side action planning (PPC and DSP, deals, coupons, VINE and product launches via Born2Run).

In regular coordination meetings, these measures are proposed to the customer and jointly optimized, controlled and evaluated on the basis of budget targets defined by the management.
Our strategy includes the following targeting options:
The success of this holistic strategy proves us right, and the growing interest on the part of Amazon in the customer has also become clear in the two condition negotiations we have conducted together to date.

The results

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The
results

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+138%

Increased
Visibility

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+12%

Increased
Conversion Rate

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20.000

ASINS on
8 marketplaces

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400

Optimizations
per month

Average monthly Sales increase in % compared to March (July: deviation
due to Prime Day)
statistics
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After taking over the Germany account, we were able to significantly increase sales after the first 3 months (which were at a fairly constant level). Both before and during the Corona pandemic, we were able to increase sales by 60% in close coordination with the customer. This was mainly due to better visibility and a significantly increased conversion rate. The launches in the other EU marketplaces and the UK were also very promising. The customer's growth targets are thus already well above the figures targeted by the management. And this is without taking into account the important Q4 business.
statistics

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