Annabel Soenen was given the challenge of putting the stylish drink on the global map. Together with Dexport, she is successfully betting on the Amazon Marketplace in several European countries.
In a month online
Amazon is the ideal platform to bring the product to the attention of consumers. This certainly applies to the German market, as 84% of German consumers use Amazon. Together with Dexport, GIMBER therefore launched the German Amazon Marketplace. Annabel is enthusiastic: "We wanted to go live as quickly as possible, and within a month everything was online." When Germany went well, the strategy was further rolled out to other countries in Europe, including France, United Kingdom, Italy and Spain.
Dexport fully supports GIMBER in selling through Amazon. Think of the technical set-up, a strong storefront, the right use of language in each country, good organic findability and an appropriate advertising strategy within Amazon. "Every week we have a meeting to discuss priorities and issues. Sometimes that's something technical, but we always keep the long-term view in mind," Annabel said.
Increase brand awareness
The biggest challenge for GIMBER is to establish a good brand story on Amazon. Annabel: "If people have never heard of GIMBER, they have no idea what it is. It's like perfume, you have to experience it once. Online, that's a lot harder than in the store."
Amazon is now often the "last mile": many people buy GIMBER online when they are already familiar with the product. Therefore, Dexport and GIMBER are actively working together to increase online brand awareness with beautiful photos and videos, special recipes and storytelling around the brand.
Successful cooperation
The strategy is becoming more specific by country. What is striking is that taste preferences differ by country. In Germany, the variant with less sugar is popular and in the UK the latest flavor with passion fruit is a favorite. The needs of consumers also differ by country, says Annabel: "For French customers, our brand story is very important, but in Germany it's mainly about price promotions."
Annabel finds the collaboration with Dexport very useful. Not only for sales through Amazon, but also on a broader level. "The other day I was at a Dexport event on online selling. Many companies are facing the same problems, such as packaging, product launches and logistics. Together we can come up with solutions much faster, which saves a lot of time and hassle," she concludes. To that, we can only say one thing: cheers to a successful future for GIMBER!
