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Case Study #1 - $100 million dollar private equity owned brand in the hardware vertical.
Challenge – The brand, distributed in over 40,000 independently owned retail stores, experienced a double-digit percentage decline over two years following acquisition by a private equity firm. This downturn was largely attributed to deep discounting on Amazon, leading to reduced re-orders from retailers who initially helped launch the brand. Those who did re-order demanded significant discounts, causing a notable impact on the brand's revenue, margins, and profits.
Opportunity – Implement a strategy to stabilize and standardize pricing, improve the brand's image, and streamline the product lineup by merging and eliminating hundreds of duplicate SKUs. Communicate firmly to the dealer network that Amazon prices would always align with or exceed the MSRP.
Results - This approach led to the re-establishment of relationships with over 10,000 lost storefronts within two years, positively affecting corresponding revenue and profits. -
Case Study #2 – Apparel brand with 20K plus SKUs selling primarily through Vendor Central
Challenge – Vendor Central focused solely on the best-performing items, overlooking the significant value lost from the long tail of the catalog, which overshadowed the gains from top sellers. Third-party sellers resisted adhering to pricing guidelines, raising concerns about counterfeiting and pricing. Additionally, the anticipated margins were not achieved due to hidden and unexpected fees associated with Vendor Central.
Opportunity – Ensure products are in stock and that listings align with brand guidelines. Identify, target, and remove counterfeit goods. Take control of brand listings and sales to eliminate the chaos Amazon brings to your business
Results – As a result, sales quadrupled within 18 months, transforming the business into a profitable venture after struggling for several years. -
Case Study #3 – Strong brand in Health and Beauty dealing with counterfeits and rogue sellers
Challenge – The brand faced a significant issue as its own supplier was distributing 'grey market' items directly to Amazon sellers. These items, identical to those produced for the brand, were indistinguishable from the authentic products. This situation resulted in the brand being excluded from capturing the value generated by its strong brand affinity.
Opportunity - Enhance product quality and strategically refine the brand's approach, focusing on sales channel optimization.
Results – The brand was revitalized, securing 100% of the sales volume on Amazon. This successful turnaround led to the brand being acquired by a Fortune 500 company.
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Case Study #4 – Industry Leader in Health and Beauty space
Challenge – Despite achieving $2 million in annual sales on Amazon, the brand was missing out on substantial volume due to competition from inexpensive, generic knockoffs.
Opportunity – Implement marketing that aligns with the brand's values, initially focusing on defending brand terms on Amazon. Subsequently, shift to an offensive strategy by targeting high-value keywords, strengthening brand identity, and justifying the retail price point.
Results – Sales quadrupled within 18 months, attracting over 200 new buyers to the brand's products daily. This strategy fostered repeat purchases, allowed for the removal of discounts, and supported a price increase without any loss in sales volume. Furthermore, the brand secured and maintained the #1 ranking for the most valuable generic keyword. -
Case Study #5 – 50 year old fashion brand with “Ostrich plan” for Amazon (stick your head in the sand, ignore the problem and hope it goes away)
Challenge – The brand was represented in over 10,000 boutiques and department stores across North America but officially prohibited sales on Amazon. Despite this, numerous unauthorized sellers engaged in price wars, causing dissatisfaction among retail partners.
Opportunity – Take command of the brand's presence on Amazon, establish favorable retail pricing, list all SKUs, and improve the appearance and feel of listings to match brand standards.
Results – Retail partners appreciated the pricing strategy that prioritized their needs. Consumers also turned to Amazon for additional purchases, benefiting from the platform's extensive range of colors and sizes that physical retailers couldn't offer. This approach transformed customers into "fans" who bought multiple units of the same item in various colors. -
Case Study #6 –The “How is Amazon even selling my product?” Brand
Challenge – The brand was represented in over 10,000 boutiques and department stores across North America but officially prohibited sales on Amazon. Despite this, numerous unauthorized sellers engaged in price wars, causing dissatisfaction among retail partners.
Opportunity – Take command of the brand's presence on Amazon, establish favorable retail pricing, list all SKUs, and improve the appearance and feel of listings to match brand standards.
Results – Retail partners appreciated the pricing strategy that prioritized their needs. Consumers also turned to Amazon for additional purchases, benefiting from the platform's extensive range of colors and sizes that physical retailers couldn't offer. This approach transformed customers into "fans" who bought multiple units of the same item in various colors.