8 mins.
12.4.2023
The way to the world is through Google and Amazon
Text
Rasmus P. V. Jacobsen
Photo:
Nikolai Ditlev
Amazon accounts for 30% of Germany's digital revenue. Many Germans are “Amazon Prime” members with free shipping and lightning-fast delivery. Some even have Amazon as their browser home page.
Amazon is a giant that Australian Bodycare CEO Jan Kruse Hansen and the rest of the team are deeply committed to.
By using Amazon Australian Bodycare has become an online export success - with several of their skincare products ranking in the top 10 of the most popular items.
In 2016, Jan Kruse Hansen had spent well over a year trying to ensure that Australian Bodycare, which he and some investors had bought the year before, had a solid and unique product range. But their online presence was largely nonexistent.
However, they had found that many consumers used Google when searching for information about skin conditions - and if you were present in Google's search results, you were closer to the consumer and thus a potential sale.
They implemented a 'find help' universe based on skin problems on their website - well over 200 articles later they were ready to relaunch in Denmark.
“We quickly ranked the most relevant searches in Google - and luckily that traffic also converted into sales,” says Jan Kruse Hansen.
- We also worked with retargeting ads. Those who had visited our website without completing a purchase were greeted by product advertisements for just exactly their skin problem.
DID YOU KNOW THAT:
- GTIN stands for Global Trade Item Number and is the numbers you find at the foot of a barcode on an item.
- Amazon, Google Shopping and Pricerunner demand GTIN's on all products.
- GTIN's ensures that online marketplaces and customers can find the product that is being searched for. If you Google the numbers in a barcode — and you'll find exactly that model.
- Amazon has 18.5 orders per second and over nine million sellers worldwide.
- Amazon captured 41% of the e-commerce market for physical products in the United States in 2021. In Germany, it is 34%.
- Dansk Industri informs that the day Amazon sees the light of day in Denmark, it will be with texts and services in English from their German marketplace.
Scalable setup
After great success in Denmark, Australian Bodycare began to seriously focus on exports in 2019.
They had a feeling that the tactics of the Danish market were scalable. After all, these were the same skin problems that were experienced across national borders, and the search for information was carried out in the same way — via Google.
The method was simple: translate content and run the same digital strategy.
- From 2017 to 2021, overall, we grew by over 50 percent per year, and this was largely due to our digital strategy and approach to the markets, says Jan Kruse Hansen.
After great success in Denmark, Australian Bodycare began to seriously focus on exports in 2019.
They had a feeling that the tactics of the Danish market were scalable. After all, these were the same skin problems that were experienced across national borders, and the search for information was carried out in the same way — via Google.
The method was simple: translate content and run the same digital strategy.
- From 2017 to 2021, overall, we grew by over 50 percent per year, and this was largely due to our digital strategy and approach to the markets, says Jan Kruse Hansen.
Success on Amazon
They concurrently tried to get through to a few German store chains, but without success.
We gave the German market a go for a bit. We knew that we were good at digital marketing and search engine optimization, and that's why we suddenly didn't have that far to move to Amazon, which was — and still is — huge in Germany,” says Jan Kruse Hansen.
They decided to learn how to speak 'Amazonian' and relatively quickly got a number of products in the top 10. And so they attracted the same store chains that had previously ignored them.
- Rossmann, who has 2,300 stores in Germany alone now called and said they were interested in a chat. We hopped in the car and drove to Germany, and half a year later our products were on their shelves.
Not resting on your laurels
Then Australian Bodycare went into the Netherlands, Belgium and Austria. In the Benelux countries, where Amazon is a relatively new player, they started up on Bol.com, a very big online trading platform there.
Lots of articles are still being written and optimized on existing content, based on how each piece of content performs.
“Today, the competition has become significantly greater, so it is clearly to our advantage that we started thinking about online marketing and positioning relatively early.
