[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_single_image image=”3977″ img_size=”full” qode_css_animation=””][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1565248075853{padding-top: 50px !important;}”][vc_column][vc_column_text css=”.vc_custom_1569828918241{padding-bottom: 50px !important;}”]Daelmans, dat 1,3 miljoen stroopwafels per dag produceert, wil dat de lekkernij overal ter wereld per pakje online te koop komt.
E-commerce manager Wouter Smeets told Shopping Today about the international direct-to-consumer strategy of Daelmans, founded in 1909. The confectionery manufacturer has been selling syrup waffles under its own brand name since 2004. Initially this was only done through retail partners, but for several years now also direct to consumer.[/vc_column_text][vc_column_text]
Stroopwafels.com
Daelmans' direct direction was initiated after the company considered the following statement: '80 percent of our sales come from resellers who are 100 percent certain to be part of the new economy.' The answer was no, and so Daelmans decided to start selling direct as well. In 2016 the site Stroopfwafels. com was launched; since last year Daelmans has had a presence on Amazon. 'By now we are available online in about seventy countries,' Smeets said. 'Amazon acts as a volume driver. And as a dipstick to see how our products are catching on somewhere. We also make use of their warehouses. It is important, however, to guard your brand image on Amazon well.'
Smeets added that direct online sales activities not only generate revenue, but also insights for both retail sales managers and Daelmans' marketers.
Customization app and online only assortment
To increase direct appeal, a special "syrup waffle customization app" is coming this year. Smeets and colleagues are also working on a rebranding, which will include a revamp of the packaging, and an online-only assortment. 'You have to think of gift packs for Valentine's Day, for example. We want to offer something extra so that people really come to us. Our mission is that people immediately think of syrup waffles when they hear Daelmans and vice versa."[/vc_column_text][/vc_column][/vc_row]