Challenges
New Brand to the Market – Ruff Liners was a brand new product competing against numerous competitors in the pet category which can have a very demanding demographic
PPC – Higher price point makes conversion a challenge
Supply Chain & Logistics – Three different sizes with updating versions going from manufacturer, to 3PL, to FBA; Difficulty keeping enough inventory at FBA to fulfill growing demand
Our approach
In order to define our strategy, we started by analyzing our target market and competitors.
We then followed a plan integrated with the following elements:
Marketing & Design
- We first identified the top competitors within the niche and the keywords most relevant to the category
- We used the aforementioned data, to create our A+ Content, Infographics and Copywriting. We leaned into the product features that make Ruff Liners unique.
- Updated A+ from Basic to Premium in order to include video content
New Version Launches
- Needed to time out design completion, shipments, and PPC to release new versions that featured improvements
- Launch dates needed to be set to the future so we could delay the honeymoon launch period if the older versions were still in stock after new versions arrived at FBA
- Launched an XL size to great success separated from the parent in order to target different keywords, then set to be reparented in order to combine reviews and BSR
Logistics
- Worked out new ways to forecast inventory needs to avoid stockouts
- Shipped inventory into AWD for faster fulfillment and to reduce 3PL costs
- Adjusted ad spend and price point to slow sales and prevent stock outs or limit the time an item is out of stock
Advertisement & PPC
- 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 optimize the campaigns accordingly to make sure the account makes the best use of the ad spend
- Ran Brand Tailored Promotions to increase organic sales and build greater customer loyalty
Conversion Rate
- After our first round of optimizations, we continuously A/B test titles, main image, image stack, A+ content and bullets to build the best possible Product Detail Page
The impact
MAG’s strategy combined with Ruff Liner’s quality products lead to a 378% increase to the weekly average, a firm position in the top 75 for BSR, and we continue to see growth for the brand.
With the impressive increase in sales on Amazon, Ruff Liners owner Brandon Himmel shared an invigorating posts on LinkedIn about his experience working with My Amazon Guy.
