Maximizing Amazon Sales with Amazon Marketing Cloud: The Success of Proraso and Remazing
Proraso, the iconic Italian men's grooming brand with over 70 years of barbershop heritage, had built a loyal following across Europe through traditional retail channels. Founded in 1908, the company introduced the iconic Pre-Shave Cream, bringing professional barber-quality shaving to homes across Italy.
The Challenge
Create unified data-driven strategy to compete and understand conversions across its key European markets.
Operating in the competitive €8.5B European men's grooming market, Proraso was facing fierce competition from both legacy brands and emerging DTC competitors. Their advertising strategy lacked the data-driven insights needed to effectively acquire new customers while deepening relationships with existing ones. Customer journey analytics were basic, preventing them from understanding which touchpoints actually drove conversions. Most critically, they had no unified approach across their five key European markets—Germany, UK, France, Spain, and Italy.
Our Approach
Decoding Purchase Paths: Amazon Marketing Cloud Facilitating E-Commerce Excellence
AMC’s granular data unveiled critical information about customer interactions, enabling the strategic deployment of targeted advertising and promotional efforts at key stages of the customer’s journey. Additionally, AMC facilitated a comparative analysis of various advertising types, revealing the most effective approaches in driving purchase frequency. The data-driven approach enabled Proraso to tailor their strategies according to the unique preferences of both new and loyal customers, thereby maximizing the frequency of purchases.
Create unified data-driven strategy to compete and understand conversions across its key European markets.
Operating in the competitive €8.5B European men's grooming market, Proraso was facing fierce competition from both legacy brands and emerging DTC competitors. Their advertising strategy lacked the data-driven insights needed to effectively acquire new customers while deepening relationships with existing ones. Customer journey analytics were basic, preventing them from understanding which touchpoints actually drove conversions. Most critically, they had no unified approach across their five key European markets—Germany, UK, France, Spain, and Italy.
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