October 20, 2020

Why Brands Work With Pattern: Spectra Baby

By Clarissa Peters / Customer Success, Brand Growth, Creative Services

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 Spectra Baby. Spectra Baby’s team of registered nurses, lactation consultants, and mothers offer breastfeeding products made for moms, by moms. With Pattern's help, Spectra increased their sales rank on Amazon by 1250%. We are honored to work with the Spectra Baby team to achieve profitable growth on global ecommerce platforms.

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

Why Spectra Baby partnered with Pattern: Lack of brand control, limited reporting tools

Before Spectra Baby partnered with Pattern in 2017, there was a surge of unauthorized sellers affecting Spectra Baby’s Amazon business. These unauthorized sellers were disrupting prices and creating inconsistent product information.

Spectra Baby didn’t have the right reporting tools to combat these unauthorized sellers. “We really needed the reporting, we needed the data, we needed a partner that understood the marketplace,” said Chris Mayhew, Spectra Baby USA Sales Executive.

What Spectra Baby and Pattern accomplished together

Spectra Baby partnered with Pattern to gain back control of their ecommerce presence. Together Spectra Baby and Pattern built a strategy focused on the following pillars:

  1. Eliminating unauthorized sellers
  2. Creating legal pricing policies
  3. Optimize product listings

3 strategic pillars that helped Spectra Baby grow

1. Eliminating unauthorized sellers

As part of Spectra Baby’s ecommerce strategy, we worked with Spectra Baby to identify unauthorized sellers who were threatening their brand control on Amazon.

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

ecommerce software | Pattern

After discovering these unauthorized sellers, Spectra Baby was able to clean up their own distribution network and remove unauthorized sellers, strengthening their brand.

Results of eliminating unauthorized sellers:

After eliminating unauthorized sellers, Buy Box ownership increased by 62%. Currently, Pattern controls 91% of the Buy Box for Spectra Baby products.

“Pattern is nothing short of amazing! They manage your business and brand as if it were their own. They understand data like no other,” said Chris Mayhew, Spectra Baby USA Sales Executive

2. Creating legal pricing policies

After identifying unauthorized sellers, Pattern connected Spectra Baby with legal counsel so Spectra could establish new MAP (Minimum Advertised Price) policies to establish strong brand control around pricing.

This strategy helped Spectra Baby develop a legal framework that would protect them from MAP and pricing violations. This framework included advertised price suggestions on specific products and the consequences for vendors who violate the policy.

By creating this MAP policy framework, approved sellers were incentivized to maintain MAP to reduce channel conflict and stabilize pricing.

ecommerce pricing policy Pattern

Results of creating legal pricing policies:

After putting these policies in place, Spectra Baby’s MAP compliance increased to 90% in the first year (an increase of 30% from the previous year). Since, they have achieved 98.9% MAP compliance across all sellers.

3. Optimizing product listings

After gaining control of the marketplace, Spectra Baby 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.

Spectra Baby Image Stacks

Pattern also helped Spectra Baby run new SEO and rules-based advertising campaigns in order to optimize their product listings.

Results of optimizing product listings:

After running the SEO campaign, Spectra Baby saw an 1250% increase in Amazon sales rank. Spectra Baby also organically ranks as the #1 search result for “Breast Pump” on Amazon. After all these changes were made to their product listings Spectra Baby’s revenue increased by 2x and during their first year as a Pattern Partner, saw a 73% revenue increase each month.

“Pattern really understands marketing, not to mention SEO and getting the Buy Box when it's needed. It was amazing to watch our revenue grow,” said Chris Mayhew, Spectra Baby USA Sales Executive

One team—Spectra Baby and Pattern

After developing an ecommerce strategy centered around these 3 pillars: eliminating unauthorized sellers with the help of legal counsel, creating MAP policies, and optimizing product listings, Pattern has helped Spectra Baby reach new customers and propel them toward a long future of profitable growth.

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

Download Spectra Baby’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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