Increased a Client’s Sales & Market Share Through an Effective Full-service Strategy
What We’re Celebrating:
Our strategies across operations, retail, advertising, and content aided our client in achieving a +83% increase in sales year over year (YoY).
We helped our client outpace their competitors – our client’s market share grew 2.0% YoY in January while the category grew only 0.2% on average.
Overview:
GO works with a health and personal care brand that struggled with various aspects of its Amazon business in 2022, including inventory challenges, unauthorized 3P sellers, a suboptimal advertising strategy, and outdated content. While the brand’s business was in good shape, we knew we needed to address and mitigate these challenges to help them reach their lofty goal of growing their business by +79% YoY. To accomplish this, we implemented strategies across operations, retail, advertising, and content to accelerate their sales and capitalize on peak seasonal timeframes.
The Challenge:
The brand struggled with labeling issues with their top-selling item, causing them to consistently receive Fulfilled by Amazon (FBA) fees.
The brand dealt with 3P sellers, causing Lost Buy Box (LBB) issues and suppressions.
The brand’s advertising strategy wasn’t focused on driving new customers, hindering them from achieving significant growth.
The brand’s content had not been altered in years, meaning it was not optimized or updated enough to capture the consumer's attention and drive conversion.
The Strategy:
Enrolled the brand’s top-selling ASIN in Amazon’s Small & Light program.
This reduced the brand’s FBA fees, improving their overall P&L.
This lowered the top-selling item’s price point, resulting in fewer LBBs and soft suppression issues.
Introduced a new pricing strategy.
We ran a test-and-learn process to identify the best retail costs that would prevent price matching, LBBs, and suppressions.
Utilized Prime Exclusive Discounts and Vendor Powered Coupons.
We employed these promotions during Prime Day, Black Friday/Cyber Monday, and peak seasonal timeframes to encourage more customers to convert on a deal.
Redesigned the brand’s search advertising strategy.
We focused more on targeting the category and competitors over brand protection to increase reach and capture more new-to-brand (NTB) customers.
We convinced the brand to increase their monthly spend from $5K to $37K.
We allocated spend across Sponsored Product, Sponsored Brand, and Sponsored Brand Video ads, and this spend supported the brand’s entire catalog.
The two Sponsored Product category campaigns captured 11.9M impressions in 2023 alone.
We allocated more than 85% of the budget to NTB campaigns, helping us maintain a high NTB sales rate (81%) during the spend ramp.
Launched DSP prospecting and retargeting ads.
The purpose of introducing this ad tool was to drive more traffic and NTB customers.
This was the main driver in increasing the brand's repeat customer value to $28. This is a +40% increase when comparing 30 days pre-launching DSP vs. 30 days post-launching DSP.
Updated the brand’s product detail page and brand store content.
Our GO Studio team refreshed the brand’s content to focus more on product education and benefits and less on lifestyle imagery.
The new content was rolled out across the brand’s entire product catalog.
When looking at January 2023 vs. December 2023, we saw the following brand store metrics increase:
Units: +264%
Sales: +231%
Visitors: +174%
Views: +157%
The Results:
We achieved our client’s lofty growth goal, yielding a +83% increase in sales YoY.
The brand has also been growing much faster than the category, experiencing a 2.0% market share increase in January YoY while their category experienced a 0.2% increase on average.
Need help maximizing your brand’s total performance on Amazon?
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