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MAG My Amazon Guy logo capitalized

NISOLO

Industry

Footwear & Accessories

Location

United States

Timeline

2014 – ongoing

Brand Overview

Started 5 years ago, Nisolo, which means not alone in Spanish, is a brand devoted to its customers and its supply chain. It began in Peru, employing a team of artisans, crafting leather shoes. Patrick Woodyard, working in the microfinance world, was stunned by the workmanship but frustrated by the lack of a market. So he founded a company, specializing in leather shoes and catering to the American market. LA-based designer Zoe Cleary partnered with him to create classic designs, with everlasting appeal (transcending seasonal fashion trends).

My Amazon Guy Services

  • Catalog Management
    • New Product Creation
    • Parentages
    • Listing Reinstatement
  • Listing Optimization
  • Brand Store
  • Brand Content
  • Infographics
  • A+ Content
  • Amazon Social Posts
  • PPC
  • SEO

The Challenges

Improving Catalog Management – The catalog was all over the place, parentages were not correct and products were often showing in other categories.

Conversion Rate – Even Though the brand has a unique proposal and can appeal to a wider audience, conversion rate was lower than the average for footwear. The brand’s message could be improved.

Creative Assets – The creative assets were not retail ready for Amazon, they needed to explain how this product added value to the shopper while also telling the story of the brand.

Advertisement – Campaigns were not optimal to grow market share and defensive efforts to keep Nisolo listings from being targeted by competitors were non-existent.

Account Health – Keeping larger amounts of slow moving inventory were affecting it’s account health, and Amazon was reducing the inventory available, thus, making very hard to keep the listings in stock.

The Approach

In order to define our strategy, we started by analyzing our target market and its size.
We then followed a plan integrated with the following elements:

  1. Catalog Management
    • Creation of correct parentages to boost sales on the products that needed to increase sales
    • Listing creation and optimization from A-Z, with new products as the catalog is growing.
    • Adding new shoe styles and accessories to listings in accordance with.
    • Heavy focus on FBA catalog development.
  2. Marketing & Design
    • We used the brand’s mission and assets to create compelling A+ Content, Infographics and Copywriting to address the customers’ lifestyle communication needs.
    • Focused our proprietary process on seo to improve ranking, indexing and traffic.
  3. Advertisement
    • We created campaigns with the main keywords, competitors, category, video and defensive targeting of our main competitors and our products to avoid customers window shopping in other listings.
    • We continuously create value through posts so customers looking for solutions know our products.
    • Spending on ppc strategically (maximize investment since the shoes space is (crowded)
    • PPC campaigns updates prior to the change in seasons and consumer behavior.
  4. Account Health
    • Inventory management to maintain a healthy IPI score (again due to the large catalog and many SKUs since each style and variation has several sizes)
    • Auditing sell-through rates and processing removal orders to Nisolo’s warehouse as needed

The Impact

  • Started with Listing creation and optimization from A-Z and building and updating their brand store to be cohesive with their own online store considering seasonality.
  • Increased conversion rate by a 169%
  • Increased revenue from 202k to 613k
  • Increased revenue YoY in February by 324%

Monthly sales increase with My Amazon Guy

YoY Revenue Increase with My Amazon Guy

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Maneesh Krishnamurthy

Head of E-commerce & Distribution, Titan Company Ltd.

I was fortunate to be part of MAG's first batch of its Advertising Internship Program. The timing was perfect for me as I was looking for an opportunity to learn more about Amazon PPC and at the same time to have hands-on training to work on accounts.  

 

When I started my internship, I listed down the things I wanted to learn. And I am happy to say that I've ticked all the boxes! My most favorite was "Optimization Using Bulk Files”. Bulk files and I, we did not get along at first, it was so scary seeing all those data! But I had a great mentor who guided me along the way. He patiently taught me step by step on how to process the data. He was very enthusiastic in answering all of my questions. He supported me until I gained the confidence in uploading my first, second, third (and so on) bulk uploads. 

 

The biggest advantage in working with MAG (and I must say one thing that I always look forward to every week) is its Weekly Ads Training. Every week, we discuss various topics about PPC. Interns/Ads Specialists/Ads Managers, we all share knowledge, information, and updates about PPC. During our discussions, we exchange ideas and feedback. It became an avenue not just to learn a skill, but also to clear any vague or ambiguous PPC topics. 

 

For me, the biggest disadvantage is the work schedule. As an Intern, I have to follow EST timing. The time difference from my location was only 8 hours, but being a morning person, I really struggled to keep myself awake. But if you are a night owl, then this will not be a problem for you.

 

So if you are considering joining the MAG Advertising Internship Program, my advice to you is to take action - APPLY NOW! The knowledge that you will gain and the skill that you will develop from this program will be invaluable. And who knows? From being an Intern, you might be the next one to be promoted as Jr. Ads Specialist! 

Maria Victoria Piedad