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pillowflex

PILLOWFLEX

Industry

Home & Kitchen

Location

USA

Timeline

1987-Ongoing

Brand Overview

Pillowflex, a Georgia based company, has been a family-owned business for over 35 years, with a vision to provide and distribute the highest quality pillows in America. Pillowflex takes pride in its high-quality American manufacturing and products. 

The company is passionate about creating high-end products at affordable prices. With its top-of-the-line facilities, Pillowflex is able to manufacture over 4,500 pillows a day and is looking to expand operations within the US.

Do you have an idea for a pillow? Pillowflex can make your ideas come true. Any pillow size and style, either square, rectangular, or bolster pillows

My Amazon Guy Services

  • Marketing
  • Video
  • Lifestyle Images
  • Infographics
  • Advertisement
  • Platform Management
  • SEO Optimization
  • Brand Content

The Challenges

Amazon Re-Selling ProductsPillowflex is a well-known brand. Thanks to the quality of their pillows, they are well positioned in the customer’s mind; however, sales on Amazon were not reflecting this. Amazon started to re-sell the returns they got as used, which meant that customers were receiving subpar pillows that were used and not living up to Pillowflex standards.

CreativeThe brand was experiencing a lot of returns as customers didn’t know which size they needed and how to select the pillow insert that would look the best for their sham.

PPCThere were only Sponsored Products campaigns running, and no strategy to add more advertising styles.

Catalog Amazon mixed the parentages, type of pillows, and some were not displaying the correct sizing on the product page

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:

  • Marketing & Design
    1. We defined our ideal customer’s primary persona, purchasing Pillowflex Pillow products, using data from Amazon Analytics, reviews, and other information available on Amazon platform.
    2. By gathering the aforementioned data we created captivating A+ Content, Infographics and Copywriting to address main customer pain points & concerns. To reduce returns that have a big impact on the bottom line.
  • Catalog fixes
    • We reviewed all the parentages so we could troubleshoot inconsistencies on sizing, this is a recurrent Amazon catalog issue and needs to be addressed regularly as Amazon updating the catalog prone to this error.
  • Advertisement & PPC
    There was no clear strategy on how to increase market share, we created different campaign types:
      • Sponsored Product Ads – Targeting main competitors, main keywords & long tail keywords that bring sales
      • Sponsored Display Ads – Targeting high-converting categories and appearing at top of search results as often as possible.
      • Sponsored Brand Ads – Increase Brand Reach and awareness with competition keywords
      • Defensive Campaigns – Target our listings, so our products appear everywhere on our product display pages.

 We continuously create value through posts, so customers looking for solutions know our products.

  • Conversion Rate
    •  Even after optimizing the listings, we felt there was more opportunity for improvement. We ran AB title tests and discovered that a short title increased the conversion rate for these items.
    • We continuously test main images, A+ Content to stay in trend within Amazon so that we can increase the conversion rate.

    Link: https://www.pillowflex.com

Important Links

The Impact

  • Sales have increased sales by 54.03% YoY
  • Average order value has grown by 25%
  • ROAS of 9-to-1 which is well above Amazon’s average.
  • My Amazon Guy has successfully made Pillowflex a key participant in the pillow category on Amazon. Pillowflex has made a $1 million dollars investment to increase production for 2023 and keep up with demand.
  • Red Triangle is when MAG started working on the account

Pillowflex - monthly sales increase with My Amazon Guy

 

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Maneesh Krishnamurthy

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

Want traffic conversion tips?

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