Case Study · Food, Gifts & Travel
Two businesses, one address, two strong voices
In Hanstedt, Stefanie Hellmann runs Reiselounge Hellmann and Meine Genusswelt, a shop with oil and vinegar, spirits, natural foods and gift hampers for every occasion. During the pandemic, Genusswelt carried the business and showed how much it has to offer. Two brands sit side by side here, and they can benefit greatly from each other.
I'll show you where your shop loses buyers.
One owner, two brands, shared customers
Both businesses share an owner, an address and much of the same audience. That is a real advantage, because trust carries over from one brand to the other. At the same time, someone ordering a gift hamper thinks very differently from someone planning a trip. So each brand deserves its own voice.
For Genusswelt, the gift business comes first. People choose hampers by occasion and recipient: the buyer is thinking of a birthday or a thank-you, hardly of product categories. The Reiselounge lives on personal advice, and that strength should lead to an enquiry online, before anyone even walks into the office.
First the overlap, then each brand's own voice
We started with the overlap. We worked out which customers use both businesses and which only one, and from that where a shared voice works and where each brand needs its own. For Genusswelt we then structured the gift business. Hampers should be easy to find by occasion and recipient, with product categories moving to the back.
For the Reiselounge, it is about the step before. Advice is the business's strength, and the website should make it visible and lead to an enquiry. We dedicated a separate part of the work to the team. We passed on the method and approach so ongoing optimisation stays in-house and the team can carry it on itself. Hanstedt now has the tools for the next steps right on site.
What small businesses with several brands can take away
Several brands under one roof are an opportunity for small businesses once it is clear where the customers overlap. That is where we start. Then each brand gets the voice that suits its buying occasion: gifts are bought with the recipient in mind, trips on trust in the advice. Bring optimisation into your own team and you stay agile, able to respond to every shift in the business yourself. That agility is what we wish for every owner-run business.
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.