When COVID-19 hit in March of 2020, consumers jumped into panic-buy mode for anything related to health, well-being, and immunity. As a result of the unexpected category demand surge, Protocol for Life Balance quickly went out of stock of many of its immune supplements. Worried about losing money on both stock outs and advertising (for products that were unavailable), Protocol for Life turned to Pattern.
As a trusted ecommerce accelerator, Pattern’s strategy, advertising prowess, and sophisticated fulfillment and logistics resources was the perfect partner for the brand.
As its 3P ecommerce partner, Pattern used its proprietary technology and data-driven insights to identify two key items for the brand:
Organic Traffic Trends and Behavior Predictions
Considering the circumstances and unexpected demand, Protocol for Life Balance was losing potential organic traffic for its immune products. An influx of immune products onto marketplaces flooded the category and caused this drop in organic traffic—too much competition left Protocol as just another immune product in a long list of options.
Based on inventory levels, consumer demand levels, and manufacturing timelines, there was little reason for Protocol for Life Balance to spend on advertising. This was simply because the models showed that the products would likely sell out anyways, without any ad spend.
Pattern’s advertising team decided to approach the months following the pandemic differently. Pattern identified what we call the “unexpected performers”, which are products that were receiving more sales than the previous month by more than 25%, but weren’t considered immune or vitamin D (the products the COVID crisis was naturally bumping).
To capitalize on the "unexpected performers," Pattern and Protocol for Life Balance increased the total budget, ran non-branded ads, and capitalized on natural increases.
Because Protocol for Life Balance and Pattern’s advertising team shifted their advertising strategy:
Conversions on Non-Branded Sponsored Products increased 211%
Recognized an 84% increase of Return on Ad Spend (ROAS) in 3 months
New customers jumped almost 10%—from 37% of total customers in the month of January to 44% of total customers in April
Typically, due to New Year’s resolutions, January is the best performing month for supplement brands and the only month of new customer acquisition
Pattern’s proprietary technology and advertising experts were able to identify key opportunities and pivot Protocol for Life Balance’s ad strategy to optimize inventory and profitability. They went beyond the top selling products to identify key gaps in the product portfolio and overlay that with cultural and consumer trends to drive significant results in sales and ROAS.
Contact us to learn more about how to apply data, technology, and what resources you need to improve ROAS on Amazon and other marketplaces.
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Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.