Amazon Vendor Central Success Story | Pet Category: BellaVix Case Study

Background

The client is selling pet products on Amazon through Vendor Central Platform. They launched in December 2018. For about a year, they were maintaining the account and sales on their own, and in March 2020, they partnered with BellaVix, a full-service amazon account management agency, to help their growth on Amazon. 

Challenge

The client realized the huge opportunity that Amazon Marketplace presents after seeing the growth in 2019. Still, they also needed help with vendor central management: a full-service team with the expertise, technology, and a proven track record to leverage it effectively. Also, the Covid-19 pandemic started, and the effects at the time were unknown, especially when it comes to pet category products for walking and training such as leashes and harnesses. These products also had a major sizing issue and customer dissatisfaction which led to negative reviews. Moreover, as the client is selling on the Vendor Central platform, any communication with the customers (asking for reviews, offering replacements, discounts, etc.) is non-existent: all the efforts had to be directed solely towards creating the best possible customer experience through product pages. 

Strategy

We developed a comprehensive strategy to improve product pages to improve the searchability and discoverability of the products, driving higher conversion rates, increasing rankings, and building brand awareness and customer loyalty. Optimizations included uploading high-quality and informative images, optimizing the copy with target keywords, creating A+ content and storefront, and optimizing product parent-child relationships.

A+ content was created to minimize the sizing issues and create a conversion, while the storefront was created to build brand awareness and present the entire catalog to potential buyers. 

Results

Sales and Customer Orders

• Change in Order revenue from 2019 to 2020 increased by 88.5% 
• In Q2 2020 we performed the first batch of listing optimization, and the results were visible in Q3 2020, as it takes a bit of time for Amazon to start indexing the targeted keywords: change in page views was increased by 105.92%,  with the increasing trend continuing in Q4 

 

Purchase Orders

• With the optimization and creating customer demands, POs started to increase as well, where we can see the YoY total growth in PO value was increased by 173.68%
• The best performing month was November 2020, which indicated a skyrocketing increase by 1,377.10% in YoY data and an increase of 160.17% compared to the previous month, October 2020 
• This is a direct result of optimization, allowing Amazon to pick up on the changes we implemented and create brand awareness, loyalty, and demand in preparation for Q4 shopping season in 2020.

Reviews: 

• With the increased sales, the number of reviews also increased: both positive and negative.
• In Dec 2018, there were 2,494 5 star reviews, while in Dec 2020, we have 15,296 5 star reviews: this is a 513.31% increase
• In Dec 2018, there was 25% of total negative reviews (1 and 2 stars) in ratio to all reviews, while, in Dec 2020, there is 18% of total negative reviews in ratio to positive reviews (3,4 and 5 stars): which means we lessened the negative reviews by 27.4%, and increased the positive reviews by 426.24%

Conversion Rate and Sell-Through Rate: 

• After launching A+ content, we monitored the effects 30 and 60 days before and after A+ implementations. 
• After 60 days, the conversion rate increased by 33.7%,  sales velocity increased by 36%, and the sell-through rate increased by 25%.

Summary: 

• Increase in POs by 173.68%
• Increase in customer orders by  88.5% 
• Increase in Traffic by 105.92%
• Increase in 5* reviews by 513.31%
• Decrease in negative reviews by 27.4%
• Increase in conversion rate 60 days after implementing A+ content: 33.62% 
• Increase in sales velocity 60 days after implementing A+ content 35.71%

If you also need a full-service Amazon agency to help you achieve great results and scale your Amazon Business, connect with the BellaVix team today!

 

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