A one-of-a-kind product becomes a trusted infant care brand

“Transparency’s name reflects its benefit for everyone who registers. It has certainly brought added value to our product. ”

Emil Ninni and Giacomo Romani,
Founders of Koala Babycare

From childhood friends to business partners

Koala Babycare’s founders, Emil and Giacomo, met in the halls of their local secondary school in Pesaro — a small city on Italy’s Adriatic coast.

As often happens, they lost touch after they left school. That is until they bumped into each other while working at the same company. It was there that they reconnected over their shared dreams of using their engineering degrees to have a positive impact and make the world a better place.

Getting creative with science

As luck — or fate — would have it, Giacomo became an uncle around this time.

Meanwhile, Emil’s partner, who worked at a nursery school, often shared stories of flat-head syndrome, a condition in which infants’ heads flatten because they spend too much time lying on their backs.

This sparked an idea.

And after months of research and experiments, Emil and Giacomo had in their hands the prototype of the first-ever pillow designed specifically to gently cradle infants’ heads and preserve their natural shapes.

The wrong kind of attention

By May 2017, Emil and Giacomo were ready to launch their product.
There was just one problem.

While imitation might be the highest form of flattery, it’s bad for business and simply negligent and dangerous when it comes to the safety of a child.

Research has found that 58% of parents worry about product authenticity when they’re shopping for baby-care products. What’s more, 72% would stop buying a product if they read that there were counterfeits on the market that could be potentially harmful to their little ones.

After all their hard work, this was something Emil and Giacomo could not risk.

Protecting the Koala Babycare brand with Amazon

Around this time, Emil and Giacomo turned to Amazon to further develop their online business model. They soon discovered that Amazon had a range of programmes designed to empower businesses to grow and protect their brand.

One important aspect was the Amazon Brand Registry, a programme that enables owners to protect the trademark rights of their products and brands to create a trusted customer experience.

By registering with Brand Registry, Emil and Giacomo got access to enhanced features such as A+ Content, Sponsored Brands, Brand Analytics, and various other brand protection tools that allowed them to easily detect and report violations.

“Brand Registry gave us the opportunities we needed to grow and protect our brand. We could run searches and report suspicious listings and Amazon would take immediate action.”

These opportunities were instrumental in growing their business. Before long, their pillow was one of the most sought after baby-care accessories in Europe.
Amazon paved the way for that success. Amazon made it possible for our business to succeed on the European market. Since 2017, our revenue has tripled year on year. And 80% of our revenue comes from our Amazon storefront.
Needless to say, Emil and Giacomo were over the moon. But their success also made them more conscious than ever of the need to protect their brand, their newfound customers, and their hard-won reputation every step of the way.
So when they came across Transparency — a programme from Amazon that would allow them to proactively protect their products and customers from counterfeiting — enrolling was the natural next step.

A straightforward process from start to finish

Emil and Giacomo started off by registering just one product. This was their best seller and was most at risk of being counterfeited.

Signing up and getting onboarded was straightforward. But, more importantly, the benefits were almost immediate.

“Transparency gives us confidence. Every single product we sell has a unique code, so we can make sure that potential counterfeiters don’t profit from our hard work.”

But it's not just Emil and Giacomo themselves who have benefited from this boost of confidence in their product.

“We can let every customer who buys the product to verify its authenticity using just their smartphone.”

Joining Transparency has created a virtuous cycle.

Positive customer reviews are increasing, which is boosting Koala Babycare’s reputation. In turn, this is encouraging more customers to buy their products, which means that their sales and revenue are growing.
All in all, joining Transparency has led to an immediate 10% uplift in revenue.
Emil Ninni and Giacomo RomaniFounders of Koala Babycare

From strength to strength

When Transparency revealed it would be launching an in-app customer engagement feature, this was welcome news for Emil and Giacomo, who were among the first to sign up.

Alongside protection from counterfeits, the new feature allows customers to access rich branded content and exclusive promotions. Customers can also provide feedback and share their experiences of the brand on social media. This is all made possible by scanning a code with the specially developed Transparency app.

“It’s a huge opportunity for us because we can engage, cross-sell, upsell, or encourage repeat purchases at the moment when customers are most receptive to it ... not only have they just bought the product, it’s actually in their hands as they’re viewing this content.”

Emil and Giacomo are confident that this will mark the start of a new chapter in their company’s history that will see their brand grow and achieve bigger, better results.

Being transparent pays off

Koala Babycare started with one big idea — making a real difference in people’s everyday lives.

Amazon has been instrumental in bringing this vision to life. It has put Koala Babycare in front of a wide audience and equipped it with the right tools to help ensure customers continue to see it as a brand that they can trust.

Emil, Giacomo, and their customers can now sleep a little sounder knowing that Koala Babycare products are protected and authentic.

“Transparency is its own guarantee. I would recommend it to any brand that values its reputation and wants to protect it.”
LOCATION
Italy
BRANCH
Baby Care
AMAZON LAUNCH
2017

Get in touch with the Transparency team to find out more.

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