Weschenfelder to enter German market after dramatic sales increase

Sausage making specialist Weschenfelder’s has celebrated a 25% increase in online sales this year and has set its sights on the German sausage making market, thanks to Forrest Digital.

In a partnership that spans over 12 years, the digital marketing specialist has led to the the evolution of Weschenfelder’s web presence, undertaken ROI analysis and perfected an online marketing approach, that has helped the company sell to over 15 different countries from its base at Riverside Park in Middlesbrough.

Weschenfelder Direct sell sausage making equipment, casings and seasonings to individuals and businesses who want to make their own sausages.

Tim Weschenfelder, Director of Weschenfelder Direct said: “As our business has grown so has our partnership with Forrest Digital. When we first started working together we were selling around 30% of our products online, this has now dramatically increased to 70%.

“Countries we export to include France, Portugal and Spain with our latest target being king of the sausages, Germany.

“This would never have been within our reach without Forrest Digital, they have helped us build a professionally translated German site, complete with a strategic digital marketing campaign and incorporating data insights from the German market that will stand us in good stead next to our competitors.

“Every country is different and that’s why if you are going to export, you need to find an experienced digital consultant with knowledge of the preferences and behaviour of your target market. I never would have known that German customers are more cautious when paying online and less likely to use credit cards and that small changes like implementing a PayPal or a debit card payment system would give potential customers that extra confidence to shop with us.”

The German ecommerce market is growing rapidly and was worth over 66 billion euros in 2016, an increase of seven billion euros since 2015. Over half of internet users in Germany have bought a product from a foreign country.

Iain Forrest, Managing Director of Forrest Digital, said: “Tim came to us back in 2005 after using another digital marketing company he was not completely happy with.

“As one of our long-term clients Weschenfelder has truly reaped the benefits of a partnership that has seen us working together to build an online presence and content that is market leading. Together we’ve created one of the most trusted sites in this market and Weschenfelder is now a go-to destination for businesses and individuals seeking advice about these types of products.

A long-term relationship like this really enables clients to leverage the working partnership we have with internet-giant Google, which allows us to test and trial new services, keeping them a step ahead of their competitors.

“Achieving success in the German sausage market is ambitious but very achievable as far as we’re concerned. When we were looking at site statistics we noticed already a large number of visitors were from Germany. When we discussed this with Tim, it turns out it was something he’d been thinking about for a while and was keen to develop.

“We use a professional translator for all our German AdWords, SEO and site content, in order that the right colloquial language is used throughout, with none of the bad grammar or comical translation errors that come as part and parcel of automatic translation services and which instantly put a potential customer off.”

Tim concluded: “My grandfather Ludwig Weschenfelder emigrated from Bavaria to Middlesbrough in 1895 to work as a butcher’s apprentice and from there grew Weschenfelder. Hopefully we can now come full circle and start selling our products back to the German market.”