Omnia celebrates ‘hugely successful’ Daiwa collaboration
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Omnia, the e-commerce fishing start-up that helps anglers buy tackle based on the waters they fish, is planning more podcasts following a hugely successful collaboration with Daiwa.
The Minneapolis company says that almost all the product on offer was sold in a hectic two-hour period. “It was unbelievable,” says co-founder Matt Johnson. “We would like to do more of them in the future with our brand partners and influencers.
“We are looking at other possible partners and products to highlight. It’s another indication of the market’s shift towards e-commerce, which has been accelerated by COVID-19 and the closure of stores.”
Omnia is also benefiting from a collaboration with Fishbrain, as a fulfillment partner in the Fishbrain marketplace. In addition to being a standalone online retailer, Omnia’s technology has been easily adaptable to support order fulfillment for a wide number of brands available on the Fishbrain app.
“They take the orders and complete the transaction from their users. We pick, package and ship the orders to their customers. We have given them access to over 90 brands that we already stock in our warehouse. The partnership is creating new sales for us and exposure for the Omnia brand, so there are strong marketing benefits,” said Johnson.
“Currently Fishbrain shoppers are responsible for about 10% of our monthly sales. We are effectively positioning our technology to offer the same thing to manufacturers who don’t have a direct route to market.
“They are good at what they do and we are happy to be working with them. Some nine million customers have downloaded the Fishbrain app so the scope is enormous.”
Omnia’s ‘shop-by-lake’ proposition, which matches tackle with current seasons and fisheries lake data, has caught on quickly. The company is projecting a 400% revenue increase in only its second full year of operation. “Customers only see products that are most relevant to them and the time of year they’re shopping,” says Johnson.
But Omnia has not been entirely immune to the impact of the pandemic. “There are still problems in the supply chain and we don’t expect that to improve significantly until next year,” he adds. “We estimate our sales would be 30% higher if we could replenish stock more quickly. Some new product won’t be out there until October, which is the end of the season.”