Millet Case Study

Media & Strategy support to speed up & optimize

Interview with Pierre Chanelière & Pierre Joulin

Digital Sales Team France & Amazon EU

Background:
An experienced outdoor brand on Amazon

Millet, an iconic outdoor brand, has been selling on Amazon for more than 10 years. The internal team manages catalog, stock, orders, A+ content and reporting activities for Amazon and other pure players.
Despite this operational maturity, Amazon marketing (Ads, promotions, conversion strategy) remained an under-exploited lever.

“We know how to manage flows, but we don’t have the know-how to effectively manage the Ads part and Amazon’s marketing mechanisms.” – Pierre Joulin., Operations Manager

The initial challenges: marketing know-how and daily workload

Before Sellingz, Millet was already working with an agency, but was looking for a partner who was closer, more available and more involved in day-to-day operational matters.

The sticking points identified:

Lack of internal knowledge on Amazon Ads management
Need proactive and reactive support on Amazon topics (advice, feedback, strategy questions, etc.) to move faster in account management

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Sellingz’s intervention: daily support for 4 years

1. Improved product performance

Optimization of conversion rates on priority products
Setup of the Amazon Ads strategy : Targeted Campaigns, Consulting on ads strategy: which priorities & opportunities to take.
Implementation of deals, performance monitoring, targeted campaigns according to the product life cycle, stock, and the brand’s current marketing focus

2. Expanded Operational Support

Monitoring and feedback on the day-to-day management of the account, as well as the strategic axes to be taken
Direct interface with Amazon contacts to streamline exchanges

“You are always available, proactive, and responsive in key moments.” – Pierre Chanelière, Digital Sales Manager.

Smooth, efficient and sustainable collaboration

What the Millet team appreciates about Sellingz:

Geographical proximity, facilitating exchanges and face-to-face meetings if necessary
Seamless communication via Teams, with great flexibility
Significant responsiveness, regardless of the channel
Force of proposal on the actions to be implemented

“Our partnership is already going on for 4 years, proving our great collaboration”. Pierre Chanelière, Digital Sales Manager.

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