Challenge
Converting Shoppers into Customers with Optimized Content Smartwool, a leading outdoor performance apparel brand, was re-entering the marketplace via 3rd party sellers after previously struggling with their previous Vendor Central relationship. The brand made the switch due to difficulty maintaining brand integrity. Retail Bloom partnered with Smartwool to create a successful marketplace strategy and help align all sellers with the brand’s long-term vision. After investigating their product listings, Retail Bloom determined that their brand image, awareness, and loyalty was negatively impacted as a result of inaccurate product information and Amazon Retail contribution. Lastly, the brand’s content integrity was difficult to accurately monitor as a result of their lack of brand protection. Performance Problems Incorrect product information and imagery Incorrect Amazon Retail Contribution from previous Vendor Central relationship Duplication of styles and incorrect sizing variations
Solution
Retail Bloom assembled an extensive action plan for this brand once a comprehensive product and channel analysis was completed. Retail Bloom utilized Fulfillment by Amazon and seller fulfilled options to implement a new, more ergonomic inventory management strategy. Based on the full inventory and product listing audit, Retail Bloom was then able to put together a tactical merchandising strategy. Once Retail Bloom reviewed and updated 3,940 SKUs as well as optimized over 380 product listings, their brand image became much stronger on Amazon. The final step of the action plan was to identify and shut down unauthorized sellers, by leveraging the exclusive SellerSight™ toolset. After only 12 months of this comprehensive action plan being implemented, there was an increase in both retail pricing and sales. Worked with Smartwool marketing department to develop an Amazon presence that was consistent with brand story. Used SEO research from over 8 categories to optimize product descriptions Merged duplicate product listings to consolidate reviews and rankings Created size charts for all categories Updated 380+ product listings with unique videos and imagery
Results
60% Sales Growth in Month 4 vs. Same Month Prior Year 27% Sales Growth in Q4 2019 vs. Q4 201 5x Sales Return Due to Advertising Efforts
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.