Marketing

Ideal of Sweden on the road to success with the SEA tool

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Since 2016, Ideal of Sweden has grown tremendously. The brand is also very popular in Germany. The e-commerce strategy and use of Channable’s all-in-one tool for SEA contributes to this success.

Ideal of Sweden develops, designs and markets mobile phone accessories, bags and fashion accessories. The brand also became known internationally for its mobile phone cases. With the help of the all-in-one tool from Channable, provider of e-commerce, feed management and SEA solutions for marketers, brands and online retailers, the company can continuously optimize and successfully expand its e-commerce strategy. In 2016, the company still had seven employees and generated sales of around 1.2 million euros. The company now operates localized websites in 25 countries with exports worldwide. At the same time, the workforce grew to 120 employees. Ideal of Sweden has been able to increase sales almost tenfold in recent years, with Germany as the largest market.

E-commerce strategy: expansion of the online sales channel

In the meantime, e-commerce has become the dominant channel with around 70 percent of total sales. And has thus replaced the previously most important sales channel, sales via telecommunications providers. Direct customer contact is also addressed at Ideal of Sweden is still very important, as spontaneous feedback is often obtained in this way. The company has its own stores in major malls and pop-up stores. This makes it visible to customers and gives them the opportunity to view the products on site. Ideal of Sweden uses a variety of channels to reach its customers. In addition to Facebook, the company is also active on the social media channels Instagram and TikTok, both with its own videos and with sponsored ads.

Successful through product data management

After content has been produced in the form of videos and ads for Ideal of Sweden’s various channels, the next step is to place it efficiently. To do this, the company uses Channable, whose tool ensures that all the formats and specs required by the various social channels, Google and various online platforms are taken into account in the best possible way.

Ideal of Sweden manages 26 websites, a dozen affiliate networks, a few marketplaces and numerous social media networks that process ads. In total, there are hundreds of automatic campaigns, ad groups, and ads. Each marketing channel has its own requirements for the product data that is imported, which makes setting the parameters a challenge.

E-commerce strategy: flexible adjustment of offers

“With the help of Channable, information and statistics can be fed back from the various platforms,” ​​says Tom Maier, Head of New Business DACH Channable. “In this way, Ideal of Sweden can understand what works and what doesn’t on the different channels. Product performance varies by season and time of day, and with this insight, the company can quickly and flexibly adjust its offerings.”

Channable Ecommerce Strategy
Tom Maier is Head of New Business DACH at Channable. (Image: Channable)

“The right language, images and video must be used for each market. The address must be direct and of interest to the recipient. If we make a mistake, we risk being left out by big players like Google,” comments Adam Gudmundsson, who, as e-commerce manager, oversees the e-commerce strategy of Ideal of Sweden responsible. “In addition, the different channels often change their parameters. It’s good to be able to just import your data feed into Channable and be confident that what comes out is correct. Thanks to the order synchronization, we also know directly how long it takes for an order to reach the customer.”

Stream engine optimization requires adaptability

In order to be able to process up to 100,000 customer orders per day, in periods like Black Friday and Christmas even up to a million, Ideal of Sweden created an engine. This can process the data streams with all kinds of information. The constant optimization of this engine requires adaptability. This can affect the adjustment of the website when new products come onto the market and the range expands. However, established products should not be affected. For some markets, the displayed range of products must also be adjusted, as not every product can be marketed through every channel.

“Ideal of Sweden’s rapid growth would have been difficult to achieve without tools like Channable,” says Gudmundsson. “We have always been able to quickly adapt to the insights we received from our various marketing channels. But with Channable this happens automatically as the tool works extremely close to the channels and optimizes our data output. It is also important to us that our employees who work with Channable do not have to be particularly IT-savvy to use the tool. Anyone can learn to use Channable relatively quickly, which reduces dependency on individuals.”

The all-in-one tool from Channable offers eCommerce merchants and online marketing agencies direct integrations to various marketplaces. In addition, feed generation, order synchronization, creation of paid ads and a Google Analytics integration. The self-service tool is a middleware for merchants and marketers. The tool supports them in simplifying and accelerating the process of using various online markets. (sg)