Two years ago: Choosing a new direction for Gorilla Gesund
Two years ago, my company was at a critical point: Should we close or make a fresh start? An important customer, who was our main source of income, went bankrupt and was taken over by a larger company. At the same time, we were working on launching a new pillow brand, Gorilla Gesund, but the project was still too small to support the company. In addition, my business partner also decided to leave the company.
After months of consideration, I decided to continue the online sales activities we had taken over for our customer directly under my company. This meant that I had to handle everything alone and without employees, but it was the only option. I adapted all work processes to the new orientation of the company and took over the administrative tasks as well as the accounting that my former partner had neglected.
Refocusing on health products
The new goal was to establish health products as the main business branch. The already introduced pillow brand was supplemented with medical supply products. Since we were not yet working with health insurance companies, we could not accept prescriptions, but we still had to differentiate ourselves.
After some consideration, I decided that we should focus on understanding and meeting the actual needs of our customers. During my time at the medical supply store, I had learned that people were not looking for decorative items or gifts, but products that are truly necessary in everyday life. However, many large medical supply stores could not really empathize with customers' needs because their organizations were too large and tasks were handled too mechanically. So I decided that we should focus on understanding customer needs and solving them.
Four principles for implementation
First, we focused on offering high-quality products. From my experience, I knew which brand products had high customer satisfaction and a low return rate. Initially, we didn't have many products, but we gradually expanded our range step by step with selected products.
Secondly, our goal was to improve the quality of the content. Since online sales were our main communication channel, we invested a lot of time and effort into the website content. Instead of simply adopting the manufacturers' catalog content, we integrated customer examples and questions to design the product pages. We analyzed returns and alerted customers to potential issues so they could make informed purchasing decisions.
Third, close communication was a central part of our work. Even though many processes are automated online, human adjustments are often necessary. When there were delivery delays or production bottlenecks or products had defects, we proactively informed the customers and found solutions together.
Fourth, we wanted to get closer to the customers and solve their problems with empathy. If a product could only be delivered to the curb, we contacted moving companies nearby to enable delivery to the doorstep at a reasonable price. Even if the height of a rollator was uncomfortable, we solved the problem through a custom-made solution by modifying the wooden part of the seat.
First Successes and Challenges
The first changes in the first year were challenging, but they brought initial positive results. Even though there was no big profit yet, I was able to cover the costs and validate the direction of the company. The second year continued with many difficulties, but we managed to persevere every month, and now we are about to close the year.
Of course, we could not meet all customer expectations. Some were dissatisfied with our products, others were upset about late deliveries. In such cases, I tried to explain as best as possible and offer solutions. There were also customers who gave us grateful feedback despite the problems. These moments motivate me to keep going.
There were also challenges with paying customers. One customer ordered an electric mobility device worth almost 1000 euros but did not pay. However, we found out that he was in a difficult financial situation. Through personal communication, we found a solution where he could make the payment in small installments. Even though this was a loss from a business perspective, it was important to me to address the customer's needs and find a solution.
Looking to the Future
In times of economic uncertainty in Europe and Germany, it is not easy to run a business. Nevertheless, I want to continue moving forward because I want to give customers confidence and make a small but positive contribution to society. My company is still small, but through continuous commitment to the needs of our customers and a focus on sustainable growth, I hope to continue to be successful on this path.
Hyoun Wook Song
Customer Advisor | Managing Director
Gorilla Gesund
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