Case Study
Pure Encapsulations
Pure Encapsulations manufactures hypoallergenic, research-based dietary supplements that are designed to deliver predictable and desired results. Pure is committed to sourcing pure, premium ingredients and working with experienced healthcare professionals to create safe and effective dietary supplements to help consumers achieve optimal health.
PARTNER SINCE
April 1, 2016
WEBSITE
MARKETPLACES
Amazon U.S., Canada, U.K., Germany
SELLER CATEGORY
Health, Household & Personal Care
Key Challenges
“In 2012-2013, grey-market distribution and product diversion (especially on Amazon) was damaging brand integrity and relationships with our most valued health practitioner customers. Our brands were inaccurately represented, growing out of control, at ever increasing discount prices, and distributed by grey-market unauthorized resellers posing as HCPs, violating MAP policy.” — Adam Branfman, E-Business Director, Professional Brands at Atrium Innovations (Pure)
CHANNEL CONFLICT
- Threatened brand integrity, as well as online discounting.
- Threatened relationships with trusted healthcare practitioner customers.
MISINFORMATION
- Inaccurate product information spread from unauthorized sellers.
- Practitioner/consumer trust was compromised.
NO CONTROL
- Unauthorized sellers were posing as healthcare practitioners.
- Grey-market unauthorized sellers were disrupting prices.
BRAND RISKS
- Content, descriptions, and claims were incorrect.
- Consumer safety, transparency, and accuracy were paramount in their industry.
PARTNERSHIP
Our Approach
Pure needed better insights and data into their ecommerce business, connections to help them gain control of their online channel, and a holistic ecommerce strategy to clean up, protect, and grow their brand online. By partnering with Pattern, Pure gained access to comprehensive ecommerce reporting through our Predict software. Then we connected them to counsel who created a legal framework to enforce against MAP violations, grey-market sales and unauthorized distribution.
Results
Not only was Pattern able to help Pure gain back control of their online channel, but our Predict software and ecommerce best practices helped Pure grow revenue by 4x since 2016. Today, Pure’s online channel is no longer a threat to their brand’s continued growth and adoption by healthcare practitioners.
LONG-TERM GROWTH
- Amazon revenue increased by 400% (4X) since January 2016.
- Product conversion increased 48% over 1 year.
CONVERSIONS FROM CREATIVE
- Units sold increased by 325.7% after one month of using our images and EBC.
- Pattern created new product images and optimized product listings.
ENHANCED BRAND INTEGRITY
- MAP compliance increased to 98%.
- Removal of 215 unauthorized sellers over 2 years.
BETTER REPORTING
- Our Predict software offers real-time insights on Pricing & Compliance, Ratings & Reviews, Advertising, and more.
AMAZON REVENUE INCREASE
400%
98%
MAP Compliance Increase
325.7%
Units Sold Increase
215
Unauthorized Sellers Removed
400%
AMAZON REVENUE INCREASE
98%
MAP Compliance Increase
325.7%
Units Sold Increase
215
Unauthorized Sellers Removed
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