AutolackOnline.de GmbH is part of A.J. Coatings. The renowned Dutch family business has been a specialist in the mixing and supply of high-quality automotive and industrial paints in all colors of all global car brands since 1976. Together with Dexport, Autolack Online started on the German market as a wholesaler and on the private market.
In 2020, AutolackOnline.de wanted to actively enter the German market while also growing its business through Amazon.de. At the time, the online store had virtually no traffic or revenue from Germany, even though competition was fierce. To stand out, strong localization, a smart advertising strategy, and a scalable marketplace approach were essential.
We started our work in 2020. The first step was to adapt the webshop for the German market. By communicating with a GmbH, using a German address and displaying the Trusted Shops seal of approval, the webshop quickly acquired a German look and feel. We also chose to address the target group more formally with 'Sie'.
At that time, the website had no sales and traffic from Germany. So the challenge was also to increase brand awareness and visibility. To do this, we used search and shopping campaigns to generate middle and low funnel traffic. We focused mainly on search campaigns (non-branded) for different products, which we expanded further and further with specific German keywords. The webshop has since grown significantly in revenue and visitors.
For the shopping campaigns, the product feed is crucial - here we incorporated relevant keywords to increase findability within the shopping network, but also to improve the relevance of the traffic (this also applies to the Performance max campaigns).
Since the products have few repeat purchases, we have to generate new visitors all the time, which makes it expensive for the customer. To further increase profitability, we finally decided to separate the products, which have different margins. This allows us to allocate budgets even more efficiently and has increased profitability in the long run.
AutolackOnline.de also wanted to start on Amazon under the brand name uniQum QUALITY IN NON PAINT. Autolackonline.de saw many competitors on Amazon.de and wanted to build more brand awareness and visibility on it.
First and foremost, we took a look at the competition. Given the intense competition on Amazon, we knew this would be a challenge. What stood out was that most competitors only sold colors from well-known brands, whereas Autolackonline.de offers color codes for all car brands.
We went online on Amazon with 250,000 products divided into 5 different product types. So what we were able to differentiate ourselves with was the wide selection.
We set up separate feeds per car brand to generate 5 separate product pages for each unique color code. The advantage of this is that the reviews are applied across the variation.
Our advertising strategy increased sales. We advertised on branded but also non-branded keywords, unique color codes, product categories, defensive strategies, competitors and automated targeting.
After our start in 2020, our partnership is still solid. Growth is still continuing on Amazon and sales through Google Ads also continue to grow. Stay tuned for more...
