From classic hardware store shelves to digital direct sales: With a range of over 200 special cleaners — including mold and green cover removers — Mellerud positions itself as the market leader in its niche and focuses on problem solutions that go beyond the level of conventional household cleaners. Today, Mellerud is increasingly adding its own e-commerce strategy to traditional stationary hardware store sales.
How do you set up an e-commerce team as a medium-sized company when stationary hardware store partners have dominated sales so far? What role do Amazon, its own online shop and platforms such as YouTube play in advising homeowners?
At data:unplugged, CEO Marcus Roth shares his perspective on the use of AI in everyday business life, automation processes, international regulations and explains how new channels such as TikTok or live shopping could become relevant for specialist cleaners in the future.
An overview of the conversation:
(1:02) Introducing Mellerud
(4:01) The path to e-commerce & sales strategy
(10:00) Customer Service, Content & Product Innovation
(14:33) Internationalization & Regulatory Challenges
(24:52) Digitalization, AI Deployment & Automation
(36:52) Future Outlook
Scalable growth through targeted AI and tech implementation
The example of Mellerud impressively shows how important technological courage is for SMEs: Through targeted automation, the company was able to double its turnover in the last six years, while staff grew by just ten percent. Mellerud is already testing pragmatic use cases such as the AI-based analysis of over 12,000 customer calls on the hotline every year. This is exactly where we use as AI consulting to: We support the digital transformation of companies end-to-end and make process automation with AI usable across the board. From initial potential analysis to scalable AI implementation in existing systems, we ensure that efficiency gains can be measured as a real business impact within a few weeks.
At the same time, the change from a pure hardware store presence to a multi-channel approach via e-commerce, drugstores and new test channels such as TikTok requires a Robust Technological Foundation. To turn such complex requirements into measurable growth, we support brands with tech stack optimization and help build a scalable e-commerce architecture. Whether it's implementing powerful omnichannel platforms, individual data integrations, or a holistic strategy — we combine deep industry expertise with operational reality.
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