Homexperts increases sales by 190% with SPA and becomes Newcomer of the Year at OTTO
Homexperts increases sales by 190% with SPA and becomes Newcomer of the Year at OTTO
Find out how HOMEXPERTS achieved an impressive launch at OTTO with self-directed Sponsored Product Ads (SPA) campaigns and was therefore honoured with the “Newcomer of the Year” award.
Trade Point Germany launched in October 2023 with the brand and seller name HOMEXPERTS as a marketplace partner for furniture at OTTO.
After three months, the partner had created almost 60% of his desired items, after four months 100%. This is exactly when he launched his first SPA campaign and capitalised on the momentum of a strong sales phase at OTTO around Easter in March and April.
Launch strategy with strong results
Increase in sales for “chairs” during the SPA campaign
Sellers chairs thanks to a tripling of market share
ROAS for “chairs”, 52% above average
During the SPA campaign, Trade Point was able to increase sales for ‘chairs’ by 197%. With an average ROAS of 1369%, this was 52% above the average within the product base class. Even four weeks after the campaign period, sales for ‘chairs’ were still 136% higher than before the campaign. Trade Point Germany was also able to increase its market share and was one of the top 20 sellers of the ‘chairs’ range.
How the newcomer became successful
1. Strategy implemented
The partner has organised its SPA campaign into 17 different individual campaigns and grouped them according to both sales price and product range. This has the advantage that individually different strategies can be applied, such as the launch strategy for ‘chairs’, in which as many products as possible are advertised with aggressive CPCs in order to achieve quick learnings and generate as many clicks as possible in a short time.
This directly and sustainably improves the organic ranking!
2. Time invested
Trade Point Germany has used SPA for over 12 weeks – an ideal period to generate sufficient learnings for targeting and optimisation for the best possible CPC, spend and ROAS.
Index pre-flight 4 weeks before full launch of campaign = 100
Sponsored Product Ads (SPA) give your products significantly higher visibility on OTTO through top placements on the first page of product listings, search results and product detail pages on OTTO.
More information
Recommendations for other newcomers at OTTO
Get started quickly
Our analyses show that 80% of all partners book SPA within the first three months. Don’t wait until everything is ready and beautiful, but gain an advantage right from the start and increase your organic ranking immediately and sustainably.
Holistic planning
An advertising campaign can only ever lead customers along the funnel to the article detail page. Availability, delivery time and, last but not least, price are the key success factors for good growth at OTTO. So think holistically!
Utilise momentum
OTTO regularly runs high-reach and attractive promotions in which you can participate as a partner. Use such events and highlights to increase your visibility in the long term.
Nothing lasts forever
Campaigns as a reach booster for the launch as a brand at OTTO support a successful start and also have lasting effects, but the uplift after a campaign is nibbled away by the competition. A long-term strategy across your entire product range is better.
Take advantage of OTTO Advertising’s advertising opportunities and be inspired by other best cases to successfully position your brand.