Before engaging Cart.com's marketplace services, a luxury skincare company emphasizing direct-to-consumer sales and presence in upscale retail outlets such as Macy’s, Sephora, and Ulta faced challenges in expanding its presence on Amazon. The company grappled with understanding the impact of channel conflicts, resulting in considerable revenue loss from unauthorized vendors. Additionally, it sought guidance on optimizing its Amazon presence, including strategies for enhancing creativity, advertising effectiveness, and merchandising tactics within its category.
Enhanced Merchandising Strategy
To boost the brand's visibility and appeal on Amazon, Cart.com implemented a comprehensive merchandising strategy. This involved refreshing product pages, brand store layouts, and advertising units, while also incorporating engaging video content to broaden reach and capitalize on every customer interaction.
Brand Integrity & Resolution Tactics
Through diligent monitoring, Cart.com successfully identified and eliminated unauthorized sellers on the platform. In instances where securing the Buy Box proved challenging, strategic adjustments were made to channel focus. These adjustments emphasized exclusive offerings such as custom products, curated kits, and virtual bundles, complemented by an adaptable advertising strategy.
Promotional Expansion & Growth Strategy
Previously, advertising served as a defensive measure for the brand, predominantly targeting branded terms. However, Cart.com implemented a robust four-pillar strategy, amplifying investment to attract new-to-brand users while sustaining a high return on ad spend (ROAS).
Operational Support & Inventory Optimization
During critical selling seasons and supply chain disruptions, Cart.com's fulfillment centers offered supplementary assistance to expedite item delivery to FBA warehouses. Simultaneously, our team provided guidance to the client on alternative shipping methods directly from their warehouses, facilitating faster inventory check-ins and mitigating instances of out-of-stock occurrences.
