be quiet!’s growing success in Germany lead the company to consider expansion in the U.S. market. However, challenges in scaling a business while maintaining control over distribution and marketing made the possibility of expansion difficult. Despite their popularity, be quiet! had no voice in the U.S. With a number of established manufacturers, be quiet! sought a partnership with Newegg Marketplace to serve as their mouthpiece.
Partnership & Growth
The dynamic landscape of the computer hardware industry typically requires an all hands approach. As business savvy as Christoph Katzer, Head of Business Development, is, he recognized that a marketplace platform allows him to control and monitor his business. He recognized that he needed a team to assist executing be quiet!’s strategy and often speaks about how Newegg Marketplace was instrumental in implementing that strategy, which focused on integration and marketing. “In our field, Newegg is one of the best platforms to sell through, so it kind of goes without saying we needed to have our products listed. I have not heard of Newegg Marketplace when we first started and frankly I would not have wasted so much time pursuing the wrong contracts and people if I would have known how easy it is to get in,” says Christoph.
“With Marketplace, I could reach the massive amount of customers Newegg built up over the years and the best thing is I could regulate the price structure myself. It allows me to handle this all by myself. Due to Newegg Marketplace’s competitive margin, we could offer our products for lower end user prices as well, which is basically one of the biggest benefits.” Site wide banner exposure to hundreds of millions of customers It’s one thing to list items in a marketplace, but to get people interested to buy requires savvy marketers and merchandisers. “A lot of assistance from the marketing and merchandising team helped expose the brand to the masses frequently. Regular placements in targeted email blasts and on-site promotional vehicles informed customers of our product offering. It didn’t take too long for the Newegg customer base to start purchasing,” says Christoph. After joining Newegg Marketplace in 2013, be quiet! has seen tremendous year over year growth. The ease in integration coupled with a savvy Marketplace team gave be quiet! the mouthpiece it needed. The results are worth mentioning. Christoph notes, “Business finally kicked off. With Newegg Marketplace I could list all the products I knew would sell well and they did. Our turnover grew tenfold. We are still a very small brand compared to larger competition, but we are happy that we could finally offer our products for a better price.”