Epson
The Problem
Epson needed to boost their presence and market share in the French territory to compete and secure sales, particularly of their multi-function printer range.
The Solution
Whilst on the face of it, building an Amazon store is quite simple, to build one of optimal performance requires expertise and experience in applying a core set of principles.
Our research phase enabled us to gain a full understanding of Epson’s market, their competitors and customer needs to ensure an appropriate solution was developed to represent their full product range of inks, printers, projectors and scanners.
Working with a global brand like Epson entailed conforming to very strict brand guidelines which included product colour references and fonts, and even the amount of times brand ambassador Usain Bolt’s image could be used.
Working internationally with an Asian parent company, on a French language project, made this project particularly interesting! To efficiently navigate the process we developed the initial wireframes in English for sign off before presenting them to Amazon central and Amazon France for sign off, prior to translation being applied to all of the assets.
The success of the solution was rapidly realised with it outperforming the previous storefront and generating revenue that covered the development costs within a fortnight of launch.
Epson was founded in 1942 and now has 82 global companies in its network. These companies manufacture and sell business, commercial, industrial, office and home printing solutions, wearables, microdevices, PCs, projectors, robots and visual communications products including a range of sensors.
The Seiko Epson Corporation is a 1,313,9 billion yen (£6.9 bn) global company with a prestigious pedigree and reputation in the electronics market. They have a responsibility to their investors to maintain their position as a high-performance company committed to ‘leveraging innovative technologies that help to solve issues that affect us all and contribute to sustainability and community enrichment’.
Epson’s consumer base is both B2C and B2B, with the lion’s share of their product being sold in the B2B arena. Businesses seek products that will improve efficiency, productivity and performance whilst Consumers seek quality durable products over the sustainability of these products (which is a secondary consideration). Consumers in this market are also open to subscription-based models for convenience (Publicis Sapient).
Whilst Epson operate in a number of markets, they are one of the top three vendors in the worldwide hardcopy peripherals market.(IDC Research)
- We undertook a review of the existing Amazon stores stats and recommendations to understand where it was underperforming and make strategic recommendations to optimise the new stores performance.
- Several workshops were held to establish the strategic direction, key objectives and target audience profile for the project. These included a brand tone of voice and positioning workshop to inform the brand concept and SEO keyword landscape.
- Responsive wireframes and creative concepts for the home, brand, deal, parent and child pages were then developed based on this understanding before being applied and thoroughly tested across devices and browsers. We then managed the launch process to address any potential Amazon rejections with necessary adjustments.
- All assets were optimised and training provided to maintain a best practise approach to creating content that would maintain the Amazon storefronts performance.
Consultancy was provided on Amazon advertising Sponsored brands to drive optimal traffic to the store.
To enable Epson to expand into new markets we built a master version that could be adapted and rolled out as required.
Related industry stories
Driving exponential growth using the 70.20.10 principle