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It’s a busy day, you are in a hurry, on the move or just in the zone and don’t have enough time for a full and comprehensive meal but still want to give your body all the nutrients it needs. This is where yfood comes into: yfood is a balanced meal that you drink. It provides you with the nutrients that keep you going and puts off that hungry feeling for 2-3 hours.
yfood’s extraordinary success story did not only lead them through “Die Höhle der Löwen” (German ‘Shark Tank’) but also into numerous retailers across the country. Besides brick and mortar retail they also have a strong online presence and also leverage the Amazon marketplace.
The challenge we took on was to turn Amazon into a growth channel for new customer acquisition. In order to achieve that we undertook a deep dive into their existing setup and pulled every lever Amazon has to offer.
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In order to ensure that the development of the channel is transparent and the impact of all measures are clearly visible, one of the first objectives was to create a comprehensive reporting structure that meets the project needs.
The learnings of that process in the German marketplaces have then been used to scale the presence in the UK and France.
Amazon should be treated like a business within the business. You have to make sure to build a solid foundation and then scale it with the highest quality possible. That way Amazon can contribute to your growth and win customers that otherwise probably would not have had touchpoints with your brand.
Often Amazon is seen with a little bit of ambiguity or even a slight aversion, more a necessary evil instead of an opportunity. However, what we know from our experience working at Amazon and with numerous brands, Amazon is an important, meaningful and sustainable channel for a brand's growth. In yfood’s case this surely holds true.
The new orientation of the Amazon channel has been a complete success. Amazon is now leveraged as a touch point to reach customers that are less not not at all accessible via other channels. The brand is represented at a consistent, high quality level so that customers have a consistent brand experience regardless of the channel. Moreover, with a change in strategy, Amazon also further contributes to the overall growth of the company and brand.
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