Our valued client holds a prominent position in the Beauty industry, having been one of the early pioneers in creating cruelty-free and clean beauty products. Their extensive collection of natural skincare products has helped them establish a significant presence in various retail outlets across the country. They have strategically partnered with multiple distributors to sell their products both in physical stores and online retail channels.
Despite adopting a hybrid sales model encompassing both Vendor Central and Seller Central, our client encountered challenges in securing buy box ownership and optimizing listing contributions throughout their extensive product catalog on Amazon. The emergence of buy box issues posed impediments to the seamless growth of sales and the preservation of listing reputation, prompting a reassessment of their strategies for enhanced marketplace performance.
Enroll the Catalog in an Automated Pricing Rule to Win the Buy Box
Under our guidance, the client established pricing bands to determine the minimum and maximum price points for all items in their account. We then integrated these pricing parameters into Seller Central and implemented an automated pricing rule. This rule ensured that the client's items were priced $0.05 below the lowest offer, leading to a significant increase in Buy Box ownership from 23% to an impressive 83%.
It's crucial to note that this pricing strategy was selectively applied, excluding offers sold via Vendor Central where Amazon.com consistently secured buy box ownership.
In the course of our collaboration with this client, we have successfully cultivated sustainable growth and adeptly navigated and resolved various challenges. Thriving in the fiercely competitive beauty industry demands a nuanced comprehension of Amazon’s best practices, a keen understanding of the account's requisites, and the implementation of a meticulous structure and strategy essential for achieving success.
Following the notable success in securing the Buy Box, we further implemented an advanced inventory forecasting system. This initiative facilitated the maintenance of consistent and appropriate stock levels, ensuring optimal inventory management. Concurrently, a refined promotional strategy, seamlessly aligned with our advertising endeavors, was introduced to enhance sales velocity and improve product rankings. This comprehensive approach aims at fortifying the client's position and maximizing their success within the dynamic e-commerce landscape.
If you have additional questions or want us to help you on your Amazon journey, don’t hesitate to contact the BellaVix Team.
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