How jewelry brand, Heideman Schmuck, used consumer insights to increase sales 130% YoY on Zalando
How jewelry brand, Heideman Schmuck, used consumer insights to increase sales 130% YoY on Zalando
We sat down with Eva Heideman, Managing Director at Heideman Schmuck, to hear about the jewelry business’ first two years on Zalando.
We sat down with Eva Heideman, Managing Director at Heideman Schmuck, to hear about the jewelry business’ first two years on Zalando.
The Story
When Heideman Schmuck joined the Partner Program in 2019, they were already selling directly to consumers via their own webshop. Thanks to the Partner Program, they have been able to expand their customer base and now sell to consumers in 12 countries across Europe.
“For us, Zalando is the best platform for fashion and lifestyle in Europe. It was one of our goals as a brand - to be on Zalando. When you are on Zalando, your brand must be good. For the customer, it is proof.” says Eva.
Heideman Schmuck started selling via Zalando Lounge in 2014, followed by Zalando Wholesale. In 2019, they joined Zalando’s Partner Program and have seen their sales on the platform grow 130% year over year. With such great results seen, we wanted to dig into the ‘how’.
Zalando is doing a lot for us to be successful together. They take your hand and show you all the new business potential. We see what works well and what doesn't.
Eva Heideman, Managing Director
Tips for other brands
Launch in many markets to ramp up sales.
“Start with more markets from the go. It will not be more complicated with product data for more markets,” says Eva. “Instead, set up your product data from the start and launch the products in many markets directly.”
Focus on your product detail page.
A key tip from Eva is to make sure to keep the product detail pages both inspiring and showing the customer all the information they need. After all, this is their first touchpoint with your assortment.
Pro-tip: Track your articles views and conversion rates to see how improved content on product details page translates to into higher customer engagement.
Use Zalando Marketing Services (ZMS).
Eva and team use always-on campaigns, in-catalog ads and expanded product page content via ZMS. “It’s really positive for our sales. ZMS also has so much data about customers’ baskets,” says Eva.
About Heideman Schmuck
Founded in |
2009 |
---|---|
Based in |
Gronau, Germany |
Joined Partner Program |
2019 |
Employees |
~35 |
Assortment |
Jewelry |
Services used