The company STAY SPICED! (formerly Spiceworld) is a spice manufacturer from Salzburg, Austria, that produces high quality spice blends.
Roland Trettl is a renowned chef and author. He also hosts the TV show "First Dates", which can be seen five times a week on VOX (Mon-Fri 18:00) and therefore has a very wide reach. On Instagram, he inspires more than 266,000 followers with his recipe ideas, all of which use STAY SPICED! spices.
The STAY SPICED! line includes over 400 different pure spices and spice blends. This extensive product range now needs to be prepared for online retailing - both conceptually and technically. As a cooperation partner, we were able to support STAY SPICED! in setting up the corresponding Amazon sales channel.
2
years
project duration
4
experts on the team
500
increase in revenue
The challenge
New products are constantly being developed in response to seasonal fluctuations and market trends. STAY SPICED! uses two digital sales channels - the STAY SPICED! webshop and Amazon. Prices are managed centrally through the STAY SPICED! enterprise resource planning system. Shared inventory is constantly synchronized for production planning and delivery. Price, stock, SKU and EAN numbers are transferred to the respective systems and synchronized via various interfaces.
Product Data Maintenance
Only stock levels and prices are imported through the Amazon interface. Synchronized stock levels and consistent prices across all channels are critical. The design and wording for the Amazon presence is derived from the company's new corporate identity, but the Amazon listings are created in-house.
The main marketing tools on Amazon are the main image, secondary images, A+ content (for registered brands) and product text. It is important that each product is listed for the appropriate keywords, is visible to the end customer and converts at the end of the funnel.
The shipping method
The shipping method
STAY SPICED! has a well-functioning logistics structure and has been active in e-commerce and online B2C business for several years. Amazon orders are shipped directly from STAY SPICED! through Fulfillment by Merchant (FBM). Only individual items are shipped to Amazon's Fulfillment by Amazon (FBA) warehouse to make them available to PRIME customers. This includes items such as advent calendars and specialty sets. Retailer qualification for PRIME shipping is planned. The Prime badge is a powerful conversion driver and a must-have for many Amazon customers.
The Analysis - Market Supply and Demand
Before the individual ASINS were listed, the concept was worked out. Amazon is a treasure trove of data. The main building blocks of our analysis are
Customer search terms: Short and long tail
Keyword research with AMALYZE, Helium10, Google Keyword Planner and Amazon Suggest
Competitor performance
Sales and demand potential
Price evolution
Bestseller identification
Bestseller sales
Average sales of top 10 bestsellers per keyword
Shipping methods and marketplace models (FBA, Seller, FBM)
Product presentation and staging of bestsellers on Amazon
Customer needs
Review analysis
What do customers value, what are they missing?
What questions are customers asking?
What product features are most important to them?
What search terms are they using?
There is a lot of exciting data to analyze on Amazon. Various tools can be used to find out what sales are realistic if a product were to rank in the top 10 for keyword X. This makes it possible to estimate the marketing budget for the initiative and plan inventory levels.
Marketing - The Kerosene for the Rocket
Before the individual ASINS were listed, the concept was worked out. Amazon is a treasure trove of data. The key building blocks of our analysis are
The visibility of the STAY SPICED! product range was ensured by a sophisticated and comprehensive Amazon campaign strategy. In addition to classic keyword campaigns for the individual product groups, competitor and category campaigns are also run. In this way, the exact needs of the target group can be addressed. The social media activities of Roland Trettl, who constantly presents new recipes on Instagram and hosts live cooking shows, are also a multiplier. Thanks to his enormous reach, he has generated a lot of attention for the new STAY SPICED! offer.
We were able to generate a high sales velocity within a short period of time and build a sustainable organic ranking. Targeted optimization measures allow us to keep advertising costs low. For the professionals among the readers: ACoS of less than 8.5%.
