Inside Signify’s 5X Marketplace Growth Story
With 10XCREW and ChannelEngine
Daniel Dunk
Head of e-Commerce & Marketplaces
“As operating on different marketplaces requires different areas of expertise, we decided to partner with 10XCREW to develop a future-proof strategy. Day-to-day operations are covered by several specialists, so all aspects of this new business are managed effectively.”
THE SITUATION
About Signify & Light Gallery
Signify is the world leader in lighting for professionals, consumers, and the Internet of Things (IoT). Formed from the spin-off of Philips Lighting in 2016, Signify carries a legacy of over 125 years of innovation in the lighting industry.
With a global presence and billions in annual sales, Signify is the innovative force behind a portfolio of renowned brands, including Philips Hue, WiZ, and Light Gallery.
A Heritage of Light
Light Gallery is a specialized brand under the Signify umbrella, focused on selling quality lighting products via marketplaces. Its brand's roots trace back to the Belgian Massive stores, which have offered expertise in the lighting industry since 1926. Since 2006, Light Gallery has been an integral part of Signify.
Signify provides professional clients and consumers with energy-efficient quality products, systems, and services. Their Smart Lighting offering redefines what light can do, enabling superior light quality, safer living, greater comfort, improved business efficiency, and more sustainable cities.
The Challenge: Scaling a Global Brand with Control
For over five years, Signify, the powerhouse behind iconic smart lighting brands, has partnered with 10XCREW to expand and optimize its presence across relevant marketplaces in the Benelux (e.g., Amazon, bol, MediaMarkt, Praxis, and Brico).
The primary goal of this long-term collaboration was twofold:
THE STRATEGIES & SOLUTIONS
Powered by 10XCREW and ChannelEngine
Where to Play
Developing an overview of relevant marketplaces within the region and determined the best product market fit
Strategic Bundling
Creating high-value bundles built around Signify's best-selling products to increase discoverability and average order value.
Dynamic Pricing Model
Implementing a dynamic, data-led pricing model to ensure competitiveness and margin protection.
Operational Efficiency
Utilizing ChannelEngine's advanced listing and repricing tools to guarantee:
- Consistent product visibility across all channels.
- Pricing accuracy in real-time.
- Unmatched operational efficiency.
Marketing & Promotions
Managing the advertising campaigns (sponsored products, brands, display) and key retail promotions on all marketplaces (Amazon, bol, Mediamarkt).
THE RESULT
Confident, Scalable Revenue growth of 5X from 2022 to 2024.
Signify’s 5X Growth
By successfully aligning strategy, execution, and technology (ChannelEngine), Signify achieved measurable, high-impact results, exemplified by the performance of the Light Gallery brand.
Europe is Next: Building on Benelux Success
The success of the Benelux partnership has paved the way for European expansion, allowing Signify to establish a strong presence on Amazon in Germany and France, marking its entry into two of the largest markets in the region. The strategy developed in Benelux is now being implemented across other countries, with tailored content, customized advertising campaigns, and marketing on popular local platforms to boost brand visibility and drive sales.
With greater control over branding, pricing, and customer experience, Signify and its retail partners are well-positioned to benefit from this growth. Italy and Spain are next on the list, with even more countries set to follow.
About 10XCREW
10XCREW is a D2C performance agency that supports global brands like Signify in realizing their full potential across all direct online channels.
- 360° Support: Providing end-to-end management, from crafting the initial marketplace strategy to executing daily operations, content optimization, and full-funnel advertising.
- Data-Driven Focus: Achieving growth by prioritizing data and insights (SEO, SEA, CRO) to ensure every action is measured, intentional, and geared toward sustainable, scalable revenue.
- Technology Integration: As demonstrated in this case, 10XCREW seamlessly integrates with best-in-class partners like ChannelEngine, ensuring technical accuracy and operational efficiency are the bedrock of brand growth.
The collaboration between Signify, 10XCREW's marketplace expertise, and ChannelEngine's powerful tooling delivered a clear outcome: long-term marketplace success built on control, confidence, and measurable performance.
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