Bollé case study – 360° account management on Amazon Vendor Central
Bollé is granting Sellingz full responsibility of their Amazon vendor account on Europe for their sport activities. This enabled them to take back control of their marketplace strategy and distribution.
Can you briefly introduce your company and your role?
Bollé Brands™ encompasses the brands Bollé, Bollé Safety, Serengeti, and Spy. Thanks to the complementary know-hows and innovative technologies developed by the four brands in their respective fields of activities, Bollé Brands’ expertise covers a large spectrum of products that meet the highest requirements in terms of protection, performance, innovation and style.
Michael Sakellaris (Vice President, Global Sales) responsible for the global sales strategies across all the channels (e.g. specialist, bricks and mortar, e-dealers and mass markets).
Bollé Brands Amazon case
What was your initial problem with marketplaces?
Bollé is an international brand with a multichannel presence. This requires a distribution synchronization to avoid a channel cannibalizing sales instead of creating added value.
We suffered price matchings of the products sold on Amazon, leading to margin deterioration for the retail partners, Amazon itself and brand image declassification.
Which solution did Sellingz apply to your brand management?
They implemented a hybrid solution 1P and 3P empowered by product category management.
The matrix solution allows different distribution partners to be focused on their target customers.
Most 1P products don’t face anymore competition from resellers as the catalog is differentiated.
How long did it take for you to see improvements?
About one year.
The time that the distribution clears completely from its current products, enabling the segmentation to work properly.
Why did you choose to work with us instead of another agency?
Sellingz is a brand-oriented agency with the target of implementing the marketplace in an existing structure, avoiding distribution channel conflicts or competition.
This is not something I felt when talking to other agencies. They aim at growing us in the long term, not focusing on short terms gains but sustainable cross-channel growth.
Bollé Brands Amazon case
Could you share some results & benefits of partnering with Sellingz?
Bollé Brands develops products to reach multilevel consumers starting from beginners to professionals.
The developed distribution strategy allows Bollé to present the proper products to the right target customer. This avoids distribution conflicts and overlapping’s.
Since this implementation, revenue started growing again strongly and brick & mortar stores stopped complaining about Amazon price matching & selection.
Sellingz is capable to combine the experience of the marketplace with a deep knowledge of the brand working principles.
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