As a successful ecommerce brand, there’s usually a point where you want to keep scaling but find yourself at a plateau. What next?
For Florian Keller, CEO of premium horse supplements brand, Pferdegold, the answer was to extend its reach to a new type of customer: “We already have the innovators and the early adopters. Now we want to gain the trust of the ‘middle average.’”
However, selling to this audience isn’t so easy as Florian explains: “These people may have heard of us but still aren’t 100% sure whether or not to buy. They need more proof.”
Bringing customers within earshot
Even though Pferdegold is a brand that creates high quality products (in a market where some producers are not so scrupulous, adding additives and excess sugar), it still needed to prove its high ethics to the “early majority” customers. For this, it needed an easier way of bringing this large potential customer base closer and communicating with them regularly.
“We are a real premium brand. We try to do the best possible product we can do for an affordable price, and we’re price leading in our industry. If you have a product placed like that, you need to communicate your USPs, what differentiates you from the competitors, to really build up trust. Nobody is willing to pay a higher price if you can’t underlay your arguments that you’re better than the rest. It’s about education.
“But the competition is quite heavy. You find a lot of big brands that have big magazines and other stuff and you have to compete with them.”
Pioneering conversational commerce
Pferdegold wanted to use the latest technology to compete with these bigger brands and get even closer to people: WhatsApp.
The company is an innovator in its field and this mindset follows through to its marketing. Where most of its competitors use only email and an online shop to reach customers, Pferdegold had built a strong following on social media, on channels like Facebook, Instagram and TikTok. This is key to its success.
“I’d already heard about WhatsApp being used in the US,” says Florian, “We wanted to test it out to see if it could be something for us.”
To start with this new “conversational commerce” approach (using messenger apps to communicate with customers) Pferdegold came to charles.