Our client is a US-based manufacturer and deals in various pet supplies like harnesses, pet apparel, and leashes. The company sells its products on Amazon Marketplace in the US, UK, Europe, and Walmart.
Areas of Concern
The significant challenges that the client was facing were a lack of consolidation of sales reports and inventory forecasting and insufficient branding across channels. This caused a loss in the number of customers, and the products' rankings increased in the Amazon Search Results. There was a significant drop in sales in the apparel category in the off-season. Moreover, the Walmart listings lacked optimization, and there was an inconsistency in the information across the Walmart channels.
There was a dire need for a better eCommerce plan and a better branding strategy to help the client sustain its business in the cutthroat competition of eCommerce platforms.
Upon the client's onboarding, we analyzed their Amazon and Walmart accounts, and the client had put forth some specific requirements. We determined the following issues from our analysis.
Unoptimized Product Pages
We, after the evaluation, came to understand that the product listings required optimization as per the client's requirement. The product images on the product pages needed improvement and optimization. In addition, the listing content, product titles, and product descriptions lacked Amazon keyword optimization. This has led to a loss in the rankings on Amazon SEO, and the client lost potential customers as well.
Lack of Branding
The importance of Branding in the competitive eCommerce marketplaces is high in order to run the business in a lucrative manner. We analyzed the client's branding strategies and concluded that the insufficient branding across channels had caused a loss in the brand reach and, in turn, affected the conversion rates. The product pages were missing visual appeal, and there was inconsistent information across the channels. Therefore, proper alignment of the branding strategies was necessary to create a positive impact on the sales.
In our evaluations, we discovered that the client's sales reports were not consolidated at all. As a result of this, the data was scattered and insufficient to monitor the performance of the products. Also, the improper management of reports prevented them from doing proper seasonality and inventory forecasting.
Unoptimized Walmart Listings
We discovered that the product titles and the listing content of the Walmart channels had errors, and the product images didn't match with the product description on certain occasions.
Working Sellryt's Way
Sellryt's in-house Amazon and Walmart Marketplace experts brainstormed various ideas to curate a plan of action, focusing on improving the product performance, enhancing the brand reach, and achieving lower rankings for the products.
Amazon Listing Optimization for Improved SEO
We analyzed the client's product pages and optimized the bullet points with keyword-enriched content. We used keywords with higher search volumes in the product titles and product descriptions to help improve the products' rankings in the Amazon Search Results. In addition, to provide better SEO support for the PPC campaigns, we revamped the backend terms. The purpose of these mechanisms was to enhance the relevance of client's products by achieving higher visibility.
Walmart Listing Optimization
Post the analysis of the Walmart product listings, we optimized the product titles, bullet points, and product descriptions. Moreover, we eliminated the errors in the listing content and rectified the product images to match them with the actual product description.
Elevated Branding Methods
After pondering upon the client's branding requirements, our experts deduced an acute need for taking their branding a few notches higher. Apart from this, our experts optimized the existing Enhanced Brand Content (EBC) or A+ Content on the Amazon US product pages. We also added the EBC on the Amazon UK product pages to enrich the product description visually.
We helped the client create videos to display the products better. These videos were created to show the product and its use in a descriptive way. The sole purpose of the video descriptions was to enhance the visual appeal of the listing and catch the buyers' eye.
Finer Consolidated Reporting
Our analysis showed that reporting was one of the key pain areas for the client. To counter that, we provided the client with weekly sales reports. By creating the weekly reports, we helped them analyze the sales growth over a short and extended period of time.
In addition, we helped the client get hold of their Walmart sales statistics by providing them with the weekly sales report.
Improved Inventory Management
We formulated Forecasting Reports for the client, helping them better understand the need for Amazon inventory management. The forecasting reports gave the client insight into their FBA inventory and the FBM inventory and, in turn, allowed them to manage it in a better way. The forecasting reports also targeted exploiting the seasonality factor. The pet apparel category faces low sales in the US in the summer season. We helped the client increase its apparel sales in the UK during those summer months, keeping the seasonal demography in mind.
The client received regular forecasting reports for Walmart channels to help the client with their Walmart inventory management. In addition, we are assisting the client in adding cases and listings and making inventory conversions from Merchant Fulfilled to Walmart Fulfilled.
And We Did It
Within a short period post-implementation of our plan of action, we were able to help the client with its brand growth. We have, so far, worked on 600 Amazon product listing optimization for the client and provided them with 78 reports to enhance their brand reach and analyze the conversion rates. As a result of our Amazon optimization service, Amazon sales of the client escalated by 10-20%. In addition, we optimized 650 Walmart product listings and created more than 100 cases for WFS. Consequently, the Listing Quality Score for Walmart improved effectively.
There has been a successful working relationship between the client and Sellryt. As a result, the client has a better Amazon, and Walmart account, optimized and keyword-rich listings, and the sales are already getting better than before.