Case study: Getting back to first place.
Challenge
In the beginning of this year(2020), the global rise of coronavirus had an enormous impact on the e-commerce industry. One of our clients is an Amazon seller with $4 million in yearly revenue, that has been growing fast over the last 5 years. However, logistics got disrupted at the beginning of the lockdown, which made their Amazon account go out of stock. This had an adverse effect on their position on the Amazon listing.
They fell from first position on the first page to ending up on the second page. Their sales dropped to less than a third of regular sales. Our client was not only facing a drop in sales but also losing it’s brand value on Amazon, which is very hard to regain.
Solution
We helped our client to expedite the stocking issues, so they lost a lot less ranking compared to the originial scenario. After that Orange Sellers did a deep market- and competitor analysis. We provided them with a tailor made content and PPC solution.
- PPC: We created, managed, and executed the customised PPC campaign properly which amplified the sales, and thereby, strengthening the product listing and the organic rankings too.
- Content strategy: To leverage the product’s visibility on Amazon we created new product images and promotional videos which carefully focussed on the product features and specification. With close up shots along with aesthetically presented video content we could successfully underline the product USPs.
- EBC: With Enhanced Brand content we enabled our client to to add enhanced images and text placements that convey a brand story with visually rich content.
- We also helped our client with detailed keyword analysis which enabled them to reach out to the right audience and break the clutter by helping customers find their product.
- Furthermore, we decide to go ahead with influencer marketing wherein influencers created product usage and promotional videos and posted it on YouTube and other affiliated websites.
- Our e-commerce team did not leave a stone unturned to maximize our client's profit by providing strategic reporting, need-gap analysis and develop a campaign system customized for our client’s business requirements.
Results
With our tailor made strategy, we were able to turn a negative into a positive. The result:
- Minimizing loss of rank by our logistics and legal team.
- The sales saw an increase of 30% compared to the situation before they ran out of stock.
- With increase in brand visibility and sales, our client’s product was back to the number one position on the Amazon’s first page in a very short period of time.
- We introduced our client to new communication channels. The exposure from these channels are so effective they became a part of the core strategy.
- We were able to lower the customer acquisition cost, which increased the profit percentage on top of the growing revenue.
