In the face of an ever-changing music market, piano stores face the challenge of adapting to new sales conditions and expanding their sales to international markets as well. The transition from traditional sales methods to the use of modern, digital solutions is not an easy task. Especially for companies with a long history and an established position in the local market. This case study is an excellent example of how the appropriate use of online tools can make a significant contribution to business growth. Allowing you to enter the global market without having to invest significant financial resources or restructure your company. In it, we show Piano Center’s journey from a local piano dealer in Germany to an international player in the piano market. Showing how modern digital tools can support business development in the music industry.
Fundamentals of success in the piano market
Piano Center, is an established German piano store. Specialising in the sale of, among other things, second-hand pianos and grand pianos of well-known European brands. Such as Steinway, Bechstein, Bösendorfer, Grotrian Steinweg and Fazioli. It usually has between 200 and 300 pianos for sale. Prior to its collaboration with Klaviano, the salon sold instruments mainly on the German market. Using local sales platforms such as eBay.de for sales in addition to its own website.
Challenges of international online piano sales
The main objective for Piano Center was to expand its business beyond the German market and start selling pianos internationally. This challenge involved creating and managing a multilingual website and positioning it appropriately in search engines. The owner, was aware of the need to advertise online in order to further develop his business in an increasingly digitised world. In addition to German, he also knew English, which made it possible to contact customers from outside Germany. However, he did not feel like translating his offer of over 200 advertisements himself.
The solution proposed by Klaviano
In 2018, Piano Center started working with Klaviano, opting for the Standard Piano Seller plan. In addition, we offered him the use of the Autoupdate service. This consists of a Klaviano employee updating piano listings once a month. (Currently, this service is available on the Prestige Piano Seller plan). As a result, the Piano Center did not have to add more than 200 listings themselves or keep them up to date.
As an international portal, Klaviano translates its adverts into 8 languages. We also take care of their respective search engine positioning in each of these languages. And all this is done on the basis of the information you fill in on the ad insertion form.
Results after the start of cooperation
The results of the cooperation have been varied. Typically, there are one to several enquiries per month, local from Germany but also from other countries. Including from Austria, France, Finland, Poland, Italy, the UK, Argentina or Australia. Piano Center also noticed that it started to receive more enquiries from Klaviano than from other marketplaces.
The Piano Center also uses the Klaviano portal to purchase bargain pianos from private individuals (thanks to a separate tab in the user panel – Private ads from your area), as well as to establish partnerships with other Piano Stores of Switzerland, Belgium, Germany or the Netherlands, present on Klaviano.
Over time, Piano Center has also abandoned the Autoupdate service and adds and updates his ads himself. Because, as he says: he likes to be in control, and by doing so he also tests Klaviano. He passes on all his comments and observations to Klaviano. Thus helping to develop the portal he himself is so keen to use.
How the internet is changing the piano industry
This case study proves that starting international sales does not have to be complicated or expensive. Provided that the right, available online tools are used. The active use of available ready-made platforms such as Klaviano is key here.