September 22, 2020

Why Brands Work With Pattern: Sylvania

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

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 Sylvania. Sylvania is the leading automotive supplier and long-time brick-and-mortar brand of high performance lighting products that, with the help of Pattern, achieved 100% positive customer feedback on eBay. We are honored to be Sylvania’s partner and love working alongside their awesome team to achieve amazing outcomes.

We’re excited to share what we are accomplishing together below.

Why Sylvania partnered with Pattern: Lack of brand control, lack of brand image consistency

Before Sylvania partnered with Pattern in 2018, they were experiencing difficulty controlling their presence on ecommerce. Numerous unauthorized sellers were flooding Amazon and disrupting prices.

In a saturated industry, such as automotive and lighting, it is extremely important to have a solid brand image to put your brand ahead of the competition. Sylvania was struggling to keep content across their marketplaces on-brand and consistent.

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What Sylvania and Pattern accomplished together

Sylvania partnered with Pattern to help gain complete brand control and a strong brand image across all ecommerce platforms. Together Sylvania and Pattern built a strategy built on the following pillars:

  1. Eliminating unauthorized sellers
  2. Creating consistent brand content
  3. Diversifying their ecommerce portfolio

Let’s chat about each of the pillars and discuss the outcomes we achieved working together with Sylvania.

3 strategic pillars that helped Sylvania grow

1. Eliminating unauthorized sellers

Pattern and Sylvania worked together to identify unauthorized sellers who were disrupting prices and weakening Sylvania’s control on Amazon.

A key part of this strategy was using Pattern’s Predict software that helped Sylvania see all the current noncompliant sellers across their Amazon product listings. The visibility provided by Pattern’s Predict software helped Sylvania identify the distribution channels and sellers causing channel conflict, price erosion, and inaccurate product listings.

With this knowledge and data, Sylvania was able to clean up their distribution network and remove unauthorized sellers causing channel conflict and price erosion

Results of eliminating unauthorized sellers

Because we eliminated numerous unauthorized sellers, Sylvania was able to gain almost complete control over their Amazon channel. Sylvania’s compliance reached 90% in their first 6 months with Pattern. The following year, in 2019, monthly compliance on Amazon did not fall below 95%. More control and stable prices online had a positive impact on Sylvania’s Amazon advertising efficiency and also helped grow other distribution channels.

“Pattern takes a maniacal approach to perfection. They do not sleep, they do not rest until we own a space,” said Deb Connor, Senior Sales Manager (Automotive Aftermarket) at Sylvania.

2. Creating consistent brand content

After gaining back control and eliminating unauthorized sellers, Pattern and Sylvania worked together to create product content that was both consistent, accurate, and compelling. This strategy was focused on increasing conversion and strengthening their brand image.

Pattern’s and Sylvania’s creative teams worked on curating quality and compelling images and videos (like the ones shown below) that would later result in a massive increase in sales. Through a perfect blend of technical information and lifestyle photography, consumers are able to quickly understand the product’s value, leading to increase conversions.

A key part of this strategy was building a strong brand image, so both Sylvania’s and Pattern’s creative teams worked together to make sure they were using the same colors, fonts, layouts, etc. for all of their product listings.

Sylvania Light Image Stack

Sylvania Image Stack

Results of consistent brand content

Sylvania’s optimized images increased conversion on individual products by as much as 12%. Sylvania also saw a 151% unit sales growth year over year from November 2018 to November 2019.

“Pattern is truly an extension of our brand. They know what they are doing when it comes to everything needed for a brand to succeed on marketplaces.,” said Deb Connor, Sylvania Senior Sales Manager (Automotive Aftermarket).

3. Diversifying their ecommerce portfolio

After gaining back control and strengthening their already existing ecommerce platforms, Pattern and Sylvania worked together to diversify their ecommerce portfolio by creating an eBay storefront and optimizing product variations for search rankings.

Pattern helped Sylvania get all set up with a portfolio of product listings and a storefront on eBay. This helped expand Sylvania’s reach and increased their overall ecommerce growth.

Once this marketplace was set up, Pattern and Sylvania worked to optimize product variations to increase their search ranking. Pattern’s SEO and Amazon A9 experts were able to increase search rank for many of Sylvania’s products.

Results of diverse ecommerce portfolio

Since they launched on eBay, Sylvania’s eBay business has had 100% positive customer feedback.Because of their increased search rank, Sylvania saw a 97% sales revenue growth year over year from November 2018 to November 2019.

“Pattern is a GREAT partner! They are a true ambassador of our brand, helping us to think outside the box to increase sales,” said Deb Connor, Sylvania Senior Sales Manager (Automotive Aftermarket).

One team—Sylvania and Pattern

By creating an ecommerce strategy revolving around these 3 pillars: eliminating unauthorized sellers, creating consistent brand content, and diversifying their ecommerce portfolio, Pattern has been able to help Sylvania gain back control of their ecommerce presence and set them up for a future of long term, profitable growth.

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

Download Sylvania’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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