$
50.1
K
X
%
Increase in Total Sales
Skyrocketing Kitchenware Sales: A Strategic Amazon Overhaul
InDUSTRY:
Home & Kitchen
TOPICS:
Advertising
A+ Content
Catalog Management
Strategy
Listing Revisions
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Nora Fleming, a brand celebrated for its unique tableware and minis, faced a challenge common to many growing brands: how to amplify sales and market presence efficiently. They lacked clear catalog prioritization and needed a strategy to compliment their top movers.
Despite being well known brand, they were having trouble finding new buyers on Amazon.
Buyers were finding them by their brand name, rather than product names.
Nectar’s full-account management team, not only met the challenge but also delivered growth that far exceeded expectations.
Challenges
1
Large catalog with no clear prioritization
2
Inefficient ad spend
3
Content not optimized for conversion
4
Low new-to-brand sales
Solutions
Variation Strategy and Listing Optimization:
Nectar implemented a variation strategy by grouping complementary products. They prioritized hero products and focused efforts on building off of them. This logical bundling led to increased basket sizes and higher PPC traffic conversion rates, as customers found more value in each visit.
PPC Revitalization:
- Identified and promoted key product drivers for PPC, focusing ad spend on high-impact listings.
- Identifying and eliminating underperforming campaigns, Nectar reallocated the budget to areas with the strongest return, ensuring each dollar spent was an investment in profitable growth.
- Return on Ad Spend soared to 15.7X.
- A strategic portion of the budget (25%) was dedicated to reaching potential new-to-brand customers.
- The shift in strategy resulted in a Q4 average increase of 59% average new-to-brand customers.
- The shift in strategy resulted in a Q4 average increase of 59% average new-to-brand customers.
Content Enhancements
The team's creative efforts were focused on seasonal product lines and customer education about the product's utility. For instance, the Nora Fleming minis were showcased working with different platters.
These enhancements led to a significant improvement in conversion rates and a more efficient RoAS.
The brand store redesign was so successful, in fact, that it got its own case study.
Results
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Nectar's first campaigns went live in August 2023.
For the period of Aug-Dec 2022 vs. Aug-Dec 2023:
- Total Sales increased by 50.1% overall in less than five months.
- Within 30 days of implementation, the redesigned brand store conversion rate increased by 20.3%.
- Return on Ad Spend soared to 15.7X average.
- Ad Spend was reduced by over 40%
- Ad Sales increased by 68.5% overall
- More than double in November and December
Before
After
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