Le Col
Le Col is a premium cycling brand that’s on a mission to create the best performance cycling apparel in the market.
In order to unlock the next phase of the company’s growth, we helped them launch in the United States, using Amazon FBA to assess the viability of wider global expansion initiatives. This was then followed up with expansion into Amazon Canada and Amazon Germany.
Global Amazon Markets
- Amazon USA
- Amazon Germany
- Amazon Canada
Increase in Revenue
Increase in Ad Impressions
Increase in Brand Store Revenue
The Challenge
After successfully launching Le Col on Amazon US in 2022, they challenged us to double their revenue on the marketplace in 2023.
They also wanted us to lower the YoY TACoS from 40% to 25%, and increase ad impressions by 30%.
As a premium cycling apparel brand in a market saturated by lower-priced competitors, this was a formidable task. Advertising costs were rapidly rising, and consumer spending was slowing due to socio-economic factors.
Our mission was to persuade customers to choose quality products, even if they come with a higher price tag.
Services
- Listing Optimisation
- A+ Content creation
- Brand Store creation
- PPC campaign creation and management
- A/B testing
- Keyword and competitor research
- Pricing and promotion strategy
- Review generation strategy
The Approach
In order to define our strategy, we started by analyzing our target market and its size.
We then followed a plan integrated with the following elements:
Marketing & Design
- We defined our ideal customer’s primary persona, purchasing Pillowflex Pillow products, using data from Amazon Analytics, reviews, and other information available on Amazon platform.
- By gathering the aforementioned data we created captivating A+ Content, Infographics and Copywriting to address main customer pain points & concerns. To reduce returns that have a big impact on the bottom line.
Catalog fixes
- We reviewed all the parentages so we could troubleshoot inconsistencies on sizing, this is a recurrent Amazon catalog issue and needs to be addressed regularly as Amazon updating the catalog prone to this error.
Advertisement & PPC
There was no clear strategy on how to increase market share, we created different campaign types:
- Sponsored Product Ads – Targeting main competitors, main keywords & long tail keywords that bring sales
- Sponsored Display Ads – Targeting high-converting categories and appearing at top of search results as often as possible.
- Sponsored Brand Ads – Increase Brand Reach and awareness with competition keywords
- Defensive Campaigns – Target our listings, so our products appear everywhere on our product display pages.
We continuously create value through posts, so customers looking for solutions know our products.
Conversion Rate
- Even after optimizing the listings, we felt there was more opportunity for improvement. We ran AB title tests and discovered that a short title increased the conversion rate for these items.
- We continuously test main images, A+ Content to stay in trend within Amazon so that we can increase the conversion rate.
The Results
Year-on-year, through a combination of advertising and organic improvements, we were able to:
- Smash our primary goal, increasing YoY total revenue by 161%
- Grow ad impressions by 45.7%, exceeding 22 million
- Increase brand followers by 164.8%
- Boost Brand Store revenue by 122%
How Can We Help?
Your Amazon business needs a certified Amazon partner to guarantee sustainable growth. More than simply listing your products on Amazon is required; a whole process of product research, listing optimization, and PPC campaigns is a must to ensure your store has a solid online presence on the largest eCommerce platform.
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