October 13, 2020

Why Brands Work With Pattern: East West Tea Company (Yogi Tea)

By Clarissa Peters / Customer Success Stories, Creative Services, Grow Your Sales

Welcome to our blog series called, “Why Brands Work With Pattern.” Each week we discuss why the top brands in ecommerce turn to Pattern to drive global, profitable growth and control.

This week we are highlighting Yogi Tea. Yogi blends over 140 spices and botanicals to make 40+ herbal, green, and black wellness teas, each created with delicious flavor and healthy benefits in mind. With the help of Pattern, Yogi products consistently rank within Top 10 search results on broad terms like “tea.” We love working with the Yogi team to achieve profitable growth on global ecommerce platforms.

See what we accomplished together below and download the case study PDF here.

Why Yogi partnered with Pattern: Lack of brand control, inability to enforce brand standards

Before Yogi partnered with Pattern in 2018, numerous unauthorized sellers were flooding Amazon. Not only were these unauthorized sellers disrupting prices, they were making it difficult for Yogi to enforce quality controls and brand standards, which is extremely important in the food industry.

What Yogi and Pattern accomplished together

Yogi partnered with Pattern to gain back control of their ecommerce presence and create quality content to represent their brand. Together Yogi and Pattern built a strategy focused on the following pillars:

  1. Eliminating unauthorized sellers
  2. Optimizing the Amazon customer experience
  3. Extending their ecommerce team
3 strategic pillars that helped Yogi grow

1. Eliminating unauthorized sellers

We worked with Yogi to identify unauthorized sellers who were threatening Yogi’s controlon Amazon and damaging their brand reputation.

Pattern’s Predict software helped Yogi uncover noncompliant sellers on Amazon and across the web. The visibility that Pattern’s Predict omnichannel ecommerce software provided helped Yogi identify key contributors to their control problems including channel conflict, price erosion, and inconsistent product listings.

ecommerce software | Pattern

After connecting Yogi with legal counsel, they were able to clean up their distribution network and remove unauthorized sellers, strengthening their brand.

Results of eliminating unauthorized sellers:

After eliminating unauthorized sellers, over 95% of Yogi tea on Amazon is sold by Pattern. Yogi’s product listings are now more uniform and Pattern oversees necessary quality controls.

2. Optimizing the Amazon customer experience

After gaining control of the marketplace, Yogi worked with Pattern to create product content that would match their high quality brand.

Pattern’s creative team worked on curating quality content (as seen below), including image stacks, A+ content, and an Amazon storefront that elevated the brand, educated the viewer, and improved conversion rate.

Yogi image stackYogi's updated photography

Pattern’s customer service team (trained by Yogi) responds to Amazon Answers and negative reviews on the product detail pages, showing customers that Yogi is engaged and responsive on Amazon.

Results of optimized customer experience:

Optimized content helped to improve product page conversion rate, and Yogi is able to present consistent brand messaging on cross-channel ecommerce (eBay, Walmart, Amazon, D2C). Due to Yogi’s quality product and Pattern providing a top-notch customer’s experience, Yogi boasts a 4.5+ star review average and over 60% of Yogi’s listings display the “Amazon’s Choice” badge.

3. Extending their ecommerce team.

A major benefit of working with Pattern is the expansion of your brand’s ecommerce team. This team includes one of Pattern’s brand managers, as well as a host of other experts covering advertising, creative, customer support, operations, international expansion, and more.

ecommerce marketplace management | Pattern

Through combining Yogi’s brand expertise with Pattern’s ecommerce expertise, Yogi has developed a comprehensive ecommerce strategy that covers Amazon, other domestic and international marketplaces, advertising on and off-Amazon, social media, product expansion, and responding to market trends and insights.

Yogi has also utilized Pattern’s expertise to take advantage of new Amazon programs such as Amazon Posts, Amazon Advertising Attribution, and custom creative within advertisements.

Pattern’s insights into ecommerce trends led to the launching of 10 Pattern-assembled Variety Packs that have become Yogi’s top-selling items on Amazon.

Results of a winning ecommerce strategy:

Yogi’s products consistently rank within the Top 10 search results on broad terms like “tea.” Pattern-created variety packs accounted for 15% incremental revenue in the second quarter in 2020. Pattern’s holistic ecommerce strategy has led to significant year over year sales growth for Yogi.

One team—Yogi and Pattern

After developing an ecommerce strategy centered around these 3 pillars: eliminating unauthorized sellers, optimizing the Amazon customer experience, and expanding their ecommerce team, Pattern has helped Yogi reach new customers and propel them toward a long future of profitable growth.

Working together in an aligned fashion with Yogi’s team helped us achieve these results together. Partner obsession is in our DNA—we win when our partners win.

Download Yogi’s one page case study here.

If you are facing similar ecommerce challenges, Pattern can help. Our global platform and services don’t cost you anything—that’s right, $0 out of your pocket.

Schedule a demonstration of the Pattern platform and services here to learn more.

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