Increased Sales by 76% While Reducing Aged Inventory by 37%
release date: august 2023
about the brand
River’s Edge Products (REP) is one of the premier brands of outdoor novelty gifts and gained a nationwide presence in major outdoor retailers.
Services
Amazon Advertising
Product Listing Optimization
Amazon Advertising
Product Listing Optimization
Amazon A+ Detail
Amazon Store
Inventory Management
Pricing & Merchandising
Amazon A+ Detail
Amazon Store
Inventory Management
Pricing & Merchandising
Goal: Expand Marketing Strategies
Commerce Rev partnered with REP in January of 2023 looking to expand their direct-to-consumer marketing strategies. They partnered with Commerce Rev to assist with enhanced content generation, strategic advertising, fulfillment, and pricing strategies.
Top Challenges
- Items were priced either too high or too low resulting in a lack of sales and profits
- Brand wanted to turn aged-inventory into cash
- Outdated content was not optimized for Amazon's algorithm
- Most items have 1 or few images and no product videos
- Items did not include A+ detail
- Outdated Amazon Storefront
- Was not utilizing Amazon Ads
- Used Fulfilled by Merchant shipping method. This was more expensive with longer receiving times for customers
- Massive catalog - customer was overwhelmed and did not know where to start
0 %
Amazon Sales Increase
0 %
Aged Inventory reduction
0 %
ACos
0 %
TACOs
The Results
- Increased Amazon Sales by 76%
- Reduced aged inventory by 37%
- Launched Amazon Ads generating 25% ACoS & 12.5% TACoS
- Updated Amazon Storefront page
- Reduced costs by utilizing FBA
- Update entire catalog's Content
- Title, bullet points, description
- Added 5+ images and a video
- Added A+ Detail
Time Period: (Jan - July 2023 vs same period last year)
The Solution
Amazon Advertising
Commerce Rev launched a dual ad strategy: continue to grow bestsellers and move aged inventory. The ad team worked closely with the pricing team to adjust pricing that will both move aged inventory while also achieve the client’s margin goals.
Product Listing Optimization
The content optimization team worked to ensure the entire product collection was listed correctly. This process included submitting new product listings, fixing product variations and families, merging duplicate ASINs, and optimizing all product content to improve ranking and organic search results.
Amazon A+ Detail
To create a cohesive brand experience on Amazon, the creative team developed an A+ Detail design that was implemented across the REP product catalog to display each item’s unique features and product benefits.
Amazon Store
Though most of the REP catalog was already listed on Amazon, there was no clear product catalog or organization. Utilizing the Amazon Store feature, the Commerce Rev team developed a multi-level navigation design that featured 20 pages to accurately categorize each REP product allowing full accessibility to the REP catalog.
Inventory Management
Commerce Rev conducted an analysis of which items should be moved from Fulfilled by Merchant (FBM) to Fulfilled by Amazon (FBA) based on metrics such as: Featured Offer (Buy Box) Percentage, FBA fees vs Shipping Costs, and shipping lead times. Using this data along with a competitive analysis, Commerce Rev determined which items to migrate to FBA. Commcere Rev now manages REP’s FBA Inventory.
Pricing
Created an omnichannel based pricing strategy for Amazon, other marketplaces, retail, and their website. Ensure we are hitting profitable and sales goals after all costs including but not limited to Amazon Referral Fee, COGS, FBA Fees, Agency Fees, and advertising.
Merchandising
Commerce Rev variated child SKUs into parents to increase exposure, conversion rates, and reviews across the parent. This strategy also promotes less popular SKUS.
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