RETAIL AREA: PENS & ACCESSORIES
WEBSITES: WWW.PENWORLD.EU | WWW.PENWORLD.NL | WWW.PENWORLD.BE
OWNER/CEO: YVES VAN GINDERTAELEN
MARKETS: THE NETHERLANDS / BELGIUM / GERMANY / UNITED STATES / UNITED KINGDOM / DENMARK / AUSTRIA
Penworld, founded in 1924, is a business that sells luxury stationery and accessories. Yves van Gindertaelen is the current owner of Penworld, which has always been a family business. They pride themselves in their customer service and the quality of their products. Within Europe, you will receive your order within 1 to 2 business days
“Since working with GMU the amount of international orders, as well as my business revenue, have increased tremendously. Our revenue has increased significantly. Our marketing costs per order have also decreased dramatically”.
Yves van Gindertaelen
THE STORY OF PENWORLD
Twenty years ago, when Yves started working at Penworld, the company was the first online store of it’s kind. Since that day Penworld has grown tremendously. Penworld always did their own marketing but professionalised through an e-commerce consultancy agency. This agency recommended GMU.online as THE online marketing agency to work with. Penworld focuses on advertising products with high margins.
Since the collaboration with GMU.online, Penworld extended their website and services to Germany, Sweden, Denmark, Scandinavia and the United States. There is great international growth, where paid traffic and margins are increased extraordinarily. “Positioning is everything. If a product is positioned well in a specific country, you can increase your revenue while spending less. Pricing strategies are incredibly important and vary per country. Some products are priced higher in one country than the other. This means that advertisements need to be managed not only per country but also per product. Using the automation software of GMU allows Penworld to do exactly that.”.
The strength of GMU is that they can make a top selection of products for each individual country. These top products are the ones selling best over the last 30 days. On average, this means they are responsible for 80% of the revenue. The big data software can then advertise these products on a local level. Meaning that for each country there are different products being marketed. This means that there is no budget being wasted.
BEFORE & AFTER
Penworld conducted their own marketing efforts. They solely focused on the Netherlands, Belgium. This was not profitable, nor a good foundation for future growth.
Since collaborating with GMU, Penworld has seen exponential growth. They have started serving more countries. Each country has their profitability analysed and monitored. GMU optimises campaigns and achiees more sales with lower costs.
GMU has made Penworld grow internationally with a continuous changing dynamic selection of top products. By focussing on a small selection, there are many conversions made on the same products which gives us the opportunity to sell products with a smaller advertising budget and a higher revenue per sale.
Yves: “Back in the days when we did our own marketing, we often couldn’t be profitable and stable at the same time. Nowadays we are growing internationally and staying profitable thanks to the automated monitoring at productlevel by GMU. Our collaboration with GMU.online is highly professional. I always have the feeling that they are listening to me and always giving me constructive feedback. GMU is highly driven to achieve the highest results possible.”.
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