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Transformation of SCHMETZ Needles

E-commerce Platform Migration, design, analytics

Search, Marketplaces, Email +

20%

Increase in Conversion Rate

30%

Increase in Revenue

14%

Increase in Average Order Value

Client Overview

Market Leading Product

SCHMETZ Needles, an esteemed heritage brand recognized globally for superior sewing machine needles, found itself constrained by an outdated e-commerce platform. As consumer habits shifted towards direct online sales over big-box retail, SCHMETZ faced the urgent need to modernize its digital presence and streamline operations across multiple marketplaces.

Challenge

growth being choked
  • Their current platform, K-ecommerce, was cumbersome to update and could not keep pace with the brand’s digital growth.
  • Adding new products and updating existing ones across various channels, including Amazon and Walmart Marketplaces, was inefficient.
  • Social media efforts were fragmented, lacking a cohesive strategy.
  • SCHMETZ needed to cultivate direct sales channels to adapt to changing consumer behaviors.
  • The absence of an integrated ecosystem of apps limited the enhancement of user experience.

Baltoro's Approach:

Macro view with micro execution
  • Conducted a thorough competitor analysis to benchmark SCHMETZ’s digital presence.
  • Formulated a comprehensive website strategy, including customer journey development and migration of valuable content.
  • Identified limitations of the existing e-commerce platform
  • Transitioned to Shopify after an exhaustive vetting process, designing a contemporary website that addresses SCHMETZ’s needs.
  • Integrated Shopify with their ERP system (SAP Business One)
  • Streamlined product data and integrated a marketplace strategy into Shopify, ensuring seamless operations.
  • Optimized website SEO through meticulous keyword research, content enhancement, and metadata optimization.
  • Developed and executed organic and paid search strategies to meet KPIs, continually analyzing and optimizing search campaigns.
  • Strategized and improved marketplace presence, including product page optimization and ad campaign management.
  • Orchestrated email marketing campaigns, offering comprehensive assistance from design to list management.
  • Developed a holistic social media strategy that elevated SCHMETZ’s digital engagement, encompassing consistent posting schedules, branded initiatives such as BFF (Best Friends Forever) giveaways, and enhanced Facebook Live events to foster community and customer interaction.
Results:
Revenue Up, Operationally efficient
  • E-commerce conversion rates on the new Shopify platform soared by 20%.
  • Revenue experienced a robust increase of 30%.
  • Average Order Value (AOV) climbed by 14%, indicating higher spending per transaction.
  • Social Media Engagement saw a rise of 374%.
  • Operational time was significantly reduced, leading to enhanced efficiency.
  • The switch to Shopify proved not only cost-effective but also provided greater flexibility, directly contributing to increased revenue.

20%

Increase in Conversion Rate

30%

Increase in Revenue

14%

Increase in Average Order Value

Conclusion:
Foundation for Long-term Success

In conclusion, Baltoro’s strategic intervention transformed SCHMETZ Needles from an industry-traditionalist to a digital-forward brand, adept at navigating the complexities of modern e-commerce and digital marketing, resulting in tangible growth and operational excellence.