The Dutch company Etrias.nl operates in Germany under the name Etrias.de. The webshop supplies products in different niches. From women's shoes in large sizes to trendy birckenstocks and snow chains. Here, 65% of German consumers are women and 35% are men. The company has paid close attention to market research, optimized texts written by native speakers, influencer marketing and targeted advertising with a niche assortment through the outlet on Amazon. This strategy, niche marketing in the German market, has had an immediate effect, according to co-owner Stan Verhoeven: "For example, influencers knew how to find Etrias.de from meets on and our company received free publicity with a significant sales boost as a result."
Why did you go to Germany with Etrias?
"That had everything to do with the success of Etrias.nl in the Netherlands, with Etrias lifestyle stores consisting of specialty web stores and one physical lifestyle store. The formula offering a wide range in the higher segment, from bedroom to outdoor articles and shoes, caught on well. Expansion into the German market seemed logical to us."
Stan Verhoeven continues enthusiastically, "With Etrias, we are located in the south of the Netherlands and when you can send packages to Groningen, Germany is in many cases even closer. What helped us enormously was to find our niche within the German market. After all, we were a newcomer in Germany. And we didn't want to look like every other company. After all, everything that already exists is already made and offered by competitors. Ultimately, of course, you want to stand up to the competition. In our case, this was possible with niche marketing within the German market."
What is the greatest moment for Etrias.de?
"As simple as it sounds we offer with niche products, such as women's shoes and boots from well-known high-end brands, exactly what the German customer wants. It is great when, as a company, you have found the right marketing approach. This means keeping the customer's needs in mind at every step. It also means that sometimes you have to delete products."
"Once the choice was made, we got in touch with influencer @Leoniemaraaa who highlighted a pair of birckenstocks via instagram. In the week after the instagram posting appeared, 3 times as many the model birkenstock of the photo were sold. Normally at that time we sold 4 pairs per week and then 12 pairs week. This increase continued with 20% in the total sales of Birckenstocks on Etrias.de. The spontaneous approach of @Leoniemaraaa was a nice boost for our company! So there are plans in the future to see how we can use influencer marketing even more effectively."
Stan continues with the necessary realism: "We have drawn up a short list of marketing wishes and a long-term plan to bring the living assortment to the German market in larger quantities, in addition to high-quality shoes, products for on the road and outdoor products. Here we are still looking for the right partner in terms of logistics. A whole bed or a beautiful wardrobe requires a different logistical approach than shipping shoes, for example."
What is difficult within the German market?
"We had a good idea of where our market opportunities were and are. By doing good preliminary research into the search volume of the German customer, you already have a huge head start. The hardest part is finding the right native translator and customer service that understands and knows how to address the German customer. For example, if you have one spelling mistake on the online store or provide customers with incorrect information, you will simply go under as a company in the German market.
Furthermore, with Etrias.de we were confronted with the rise of Amazon. You cannot avoid this large marketplace in Germany. Here, too, we made a clear choice by primarily using the Amazon outlet. Thus, on Amazon we again offer an exclusive selection with the latest must-haves from Etrias.de. At Etrias, we always look for the right marketing mix and we listen to feedback from our customers. We constantly adjust our range accordingly. For example, the German customer is very fond of everything in and around the kitchen table. The products must be of good quality. The Fissler brand, for example, is a runner within the German market."
Stan continues, "At Etrias, we think in terms of possibilities rather than impossibilities. Of course, sometimes a plan goes differently than expected. We always respond immediately. We had to get used to the high return percentage of the German consumer, 50% compared to 30% of Dutch consumers. On the other hand, the German consumer buys much more in one order as opposed to the Dutch customer; who usually orders one item and when it is not good we get it back. "
What advice would you give Dutch entrepreneurs in Germany?
"Build a healthy marketing mix and start with an analysis. That's how we figured out pretty quickly that niche marketing for Etrias.de would be the way to the German market. Then you can have texts optimized by native speakers, have customer service handled by natives, make the right logistical choices, and at the same time this leaves room to see if additional marketing works. In our case, influencer marketing and eventually expanding our product range. Furthermore, for legal matters, look for the right partner. That way you avoid Abmahnungen and be sure that your German company meets all conditions."
NOTE: Etrias is also listed in the 2017 CrossBorder Top30 list.
