Omnichannel EU market entry of a US manufacturer of consumer electronics

Case Study

Background

Monoprice, a provider of consumer electronics with a focus on audio, home office and 3D printing that has so far only been active on the North American market, sees promising growth potential in Europe. To enter this highly competitive market, a scalable, operational and technical setup needs to be created that meets European customer requirements and at the same time integrates into Monoprice’s global business model. This business model is a hybrid B2B2C business with online retailers as well as direct sales to end customers, both via the company’s own webshop and via online marketplaces that it operates itself.

Objectives

Against the backdrop of an expanding market, Monoprice’s sales activities on European marketplaces needed to be both expanded and made more efficient. This included a precise analysis of the requirements for omnichannel commerce in Europe, the realignment of price management and the optimization of the offering on existing platforms. At the same time, new, promising European marketplaces were to be developed.

Solution

To implement this ambitious plan, we began with an in-depth selection and analysis of the preferred omnichannel providers to ensure a solid roadmap and the establishment of the necessary infrastructure for entering the EU market. In parallel, we implemented an improved omnichannel price management and redesigned the sales activities on existing marketplaces. A dedicated team of client employees and consultants from eStrategy Consulting was established to ensure continuous support and expansion on various marketplaces. This team also played a crucial role in onboarding new platforms and gathering marketplace-specific campaign knowledge.

Results

Through our systematic efforts, we were able to lay a solid foundation for Monoprice’s omnichannel commerce strategy in Europe. A clear sign of success was the impressive increase in marketplace sales, in some cases by more than a factor of 5. We also established a knowledge base that enabled Monoprice to benefit from the experience of operating in a marketplace for others. Equally important was the establishment of more consistent internal communication and exchange processes to ensure smooth operations.

Our role

Our team of experts supported Monoprice from the very beginning. We not only provided advice, but were also involved in the conceptual and operational implementation. From initial contact with omnichannel providers to ongoing support for the marketplaces, our expertise played a key role in making Monoprice’s vision for the European market a reality.