Koala Babycare founders Emil and Giacomo were high school friends.
As is often the case, they had lost touch after graduation, but they found themselves working at the same company and realised that they shared the same dream: to use their engineering degree to make a positive impact.
Giacomo had become an uncle right around that time.
Meanwhile, Emil's girlfriend, who worked in a nursery, often told stories of children suffering from flat head syndrome, caused by too much time spent lying down.
This story was the spark that ignited the creativity of the two young engineers.
After months of research and experiments, Emil and Giacomo developed the prototype for the first-ever pillow designed specifically to preserve the natural shape of a newborn's skull.
The wrong kind of attention
By May 2017, Emil and Giacomo were ready to launch the product.
There was just one problem.
While imitation might be the highest form of flattery, it damages business and is unacceptable when it comes to the safety of children.
Research has found that 58% of parents care about authenticity when buying products for their child's health. Some 72% would no longer buy a brand's products if they knew that there were counterfeits on the market that could be harmful to children.
After all their hard work, Emil and Giacomo couldn't risk finding themselves in this situation.
Protecting the Koala Babycare brand with Amazon
Around this time, Emil and Giacomo turned to Amazon to further develop their online business. They quickly realised that Amazon offered a wide range of programmes developed to drive business growth and protect the brand.
These included Amazon Brand Registry, a programme that allows brand owners to accurately advertise their brand and products to ensure a customer buying experience based on trust.
By signing up for Amazon Brand Registry, Emil and Giacomo had access to advanced features such as A+ Content, Sponsored Brands, Brand Analytics and many other brand protection tools that have allowed them to easily detect and report infringements.
"The Brand Registry gave us the tools that we needed to grow and protect our brand effectively. We could search and report suspicious listings. Amazon would remove them immediately."
This was instrumental in the growth of their company. Before long, their pillow became the most popular baby care accessory across Europe.
Amazon paved the way for us and allowed us to succeed at European level. Since 2017, our revenue has tripled year on year. And 80% of this comes from our Storefront.
Needless to say, Emil and Giacomo were thrilled. But their success has made them even more aware of the need to constantly protect their brand, new customers and their reputation.
They therefore didn't hesitate to sign up for Transparency, an Amazon counterfeit prevention programme that allowed them to take proactive action to protect products and customers from counterfeiting.
A straightforward process from start to finish
Emil and Giacomo started off by registering one product. It was their bestseller, therefore the product most at risk of counterfeiting.
The registration process was very simple and straightforward and, above all, the benefits were immediate.
"Transparency gives us confidence. Every product sold has a unique code, so we can be sure that any counterfeiters will not profit from our work."
But it's not just Emil and Giacomo who have benefited from this protection system.
"We can enable all of our customers to verify the authenticity of products simply by scanning with their smartphone."
Signing up for Transparency has created a virtuous cycle.
Positive customer reviews are increasing, in turn strengthening Koala Babycare's reputation. As a result, other people are encouraged to buy their products, increasing sales and revenue.
Overall, we've seen a 10% increase in revenue just off the back of signing up for Transparency.
Emil Ninni and Giacomo RomaniFounders of Koala Babycare
When Transparency announced the launch of an in-app customer engagement feature, Emil and Giacomo were among the first to sign up.
In addition to proactive protection from counterfeiting, the new feature gives customers access to enhanced content and exclusive promotions, as well as encouraging them to share their own experiences with the brand on social media. All this just using the specially developed Transparency app.
"It's an incredible opportunity because we can interact, cross-sell, upsell or encourage repeat purchases when customers are most receptive, not just when they buy the product. It's all in their hands when they view this content."
Emil and Giacomo are confident that this will be the beginning of a new chapter that will see their brand achieve increasingly ambitious goals.
Transparency pays off
Koala Babycare was founded based on an idea and a goal: to make a difference in people's daily lives.
Amazon has helped them turn this vision into a reality. It has given Koala Babycare visibility in front of many people and provided the right tools to ensure that customers continue to consider it a trustworthy brand that delivers on its promises.
Emil, Giacomo and their customers can sleep soundly knowing that Koala Babycare products are protected and authentic.
"Transparency is a guarantee. I recommend it to all brands that care about their reputation and want to protect it."
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