Turn Amazon into a successful growth channel for new customer acquisition.
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.
We built a solid structure in Amazon that enabled an efficient scaling process.
As we were taking over a running system, we at first started with a thorough deep dive into existing processes and the parameters that have shaped the status quo. Here it was crucial to fully understand the role the channel Amazon should play in the overall strategy and also to align with internal teams on an efficient way of working.
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.
This also helped to align on priorities and milestones. In a first step, fundamentals have been brought up to Best Practice level, which included also the overhaul of the current listing structure and content. After the fundamentals were updated it was time to scale the marketing efforts across the marketing funnel, leveraging Sponsored Products, Sponsored Brands, Sponsored Brands Video, Sponsored Display and eventually Amazon DSP.
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.
We established Amazon as a meaningful channel for the brand's growth.
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.
BPS conversion uplift