Growing a Client to New Heights on Amazon Canada
What We’re Celebrating:
By firing on all cylinders across several business facets, we boosted a client’s shipped revenue by +27% year over year (YoY).
We helped the client gain prominence on Amazon.CA, becoming the 10th fastest-growing account and ranking in the top 15 in sales volume in their category.
Overview:
GO works with a distributor client that enables 75 brands to sell their products on Amazon.CA despite those brands lacking a physical presence in Canada or the means to support Amazon in Canada.
The client wanted to see sales growth across their brands and become a more prominent player on Amazon.CA. This was challenging because some of the brands weren’t investing in the Amazon platform, and they had room to grow from a retail, content, and advertising perspective. To achieve our client’s goals, GO explained the benefits of investing in Amazon to the brands and tackled the business areas that required optimization, resulting in significant growth.
The Challenge:
Several brands didn’t invest in Amazon, limiting their growth potential.
The brands only leaned into auto and brand campaigns, barring us from making more nuanced and strategic advertising decisions.
Some brands didn’t have retail-ready detail pages, creating less-than-optimal customer experiences.
Subscribe & Save (SnS) wasn’t active across every brand, causing them to miss out on loyal customers.
Detail page case resolution was lengthy, making it difficult to get products back on track quickly and negatively impacting topline sales.
The Strategy:
Upping Investment
We convinced 33% more brands to commit to investing in advertising, promotions, or both by:
Showing brands that weren’t yet advertising on Amazon that their shipped revenue grew +15% - +20% YoY while the client’s brands who were advertising on Amazon grew shipped revenue by +30% - +35% YoY.
Networking with several brands that were curious about additional levers to pull on Amazon at one of the client’s sales conferences.
Working with the client to request yearly budgets from each brand and encourage them to consider investing in tentpole events.
Establishing a minimum budget to encourage lower-spending brands to invest more.
This resulted in a +37% increase in advertising investment YoY.
Enhancing Ad Strategy
To drive more quality traffic with a high intent to purchase, we implemented a comprehensive advertising strategy that included a balanced portfolio of offensive and defensive targeting. Rather than delegating their entire budget to auto and brand campaigns, we expanded their approach to incorporate category, competitor, and product targeting campaigns. Our advertising approach generated a +153% increase in ad-attributed sales YoY.
Leaning Into Promotions
For brands who could invest, we launched year-round strategic promotions. The promotions mostly consisted of Vendor Powered Coupons, but we also utilized Best Deals during tentpole events. This drove a +5% - +10% increase in conversion rate when we were promoting.
Elevating Content & SEO
To present each brand's products to consumers in the most optimal way possible, we ensured the top 80% of ASINs were retail ready by:
Updating titles to include relevant and high-traffic-driving keywords.
Cleaning up bullet points to include top keywords and call out product features and benefits.
Incorporating a variety of visuals including lifestyle, in-setting, and graphics along with at least one video showing product usage in the image carousel.
Implementing A+ content for high-priority items.
Enhancing the variation strategy for some brands to funnel traffic to hero products.
We also improved our client’s SEO performance by making backend keyword changes and integrating alt-text into A+ Content. We selected keywords that:
Had high traffic that the brands' products organically showed up for on pages 1-2.
Had high traffic that competitors organically showed up for on pages 1-2.
Were upward trending and beginning to be searched for by consumers within the category.
Were high sales drivers that our ads performed well against.
These content and SEO efforts boosted our client’s traffic by +29% YoY.
Prioritizing Loyalty
We emphasized the importance of SnS enrollment by sharing that SnS customers typically spend 1.5x - 2x more than non-SnS customers. We also explained that SnS customers are effectively out of the marketplace due to their recurring orders, meaning we wouldn’t have to utilize advertising dollars to convert them as they were already scheduled to buy again soon. They were also less likely to be lured away by the competition or search for similar products since they’d already demonstrated their loyalty.
After sharing these SnS benefits with the client’s brands and convincing them to enroll, we updated their SnS tiers to 5%/15% where applicable. Thanks to our focus on loyalty, the client saw SnS revenue increase by +6% YoY.
Accelerating Case Resolution
We coordinated with an Amazon Vendor Services (AVS) contact to shorten case resolution times. These cases included content reverting to previous versions, suppressions occurring due to incorrect claims, content taking too long to go live on detail pages, and updating or fixing broken variations. We’ve shortened our average case resolution time by ~50% thanks to AVS’s support.
The Results:
Due to our optimizations across several business areas, we grew our client’s shipped revenue by +27% YoY.
Additionally, when we connected with Amazon during our Annual Vendor negotiations, they revealed that our client had the 10th fastest-growing account on Amazon.CA and their sales volume was in the top 15 of their category.
Need help growing your business on Amazon.CA?
Our team has deep-seated experience unearthing new ways to elevate various tactics and implementations to generate incremental brand growth. Want us to unlock these opportunities for you? Get in touch.