LifeSeasons suffered from price erosion and lost sales due to unauthorized Amazon sellers. With Pattern’s help, LifeSeasons turned the situation around by establishing brand control, removing unauthorized sellers, and winning the Buy Box.
Read how they did it below and download the 1-Page Case Study.
LifeSeasons, the premium supplement brand, was running a successful Amazon business—just like any smart seller they took the time to optimize their listings, perfect their descriptions, and use their image stack to tell a story.
Unfortunately, LifeSeasons still had over 60 unauthorized sellers flood their Amazon listing, starting a tireless battle for the Buy Box. Because winning the Buy Box is the main avenue for sales on Amazon, losing this battle lets competing sellers steal customers, sales, and ultimately profits from LifeSeasons. Without true control of Amazon or the Buy Box, LifeSeasons was at the mercy of rogue sellers wanting to make a quick buck.
The unauthorized sellers stole brand control from LifeSeasons because they were driving more traffic and conversions to their listings. Without any brand control or legal compliance, the rogue sellers had free reign and misrepresented the product and the brand. As a result, LifeSeasons couldn’t properly portray their benefits, explain the science, or empower their customers.
But unauthorized sellers didn’t stop at just damaging the brand image on Amazon, they were also heating up price competition by lowering the listing price, taking the Buy Box, and stealing the brand’s sales. LifeSeasons’s Buy Box ownership fell to 56%, meaning they were losing almost half of their Amazon sales to outside sellers. But LifeSeasons wasn’t only losing sales, their product was also selling at or below wholesale price, damaging the brand value across all channels.
LifeSeasons had to do something to regain control, leading them to work with Pattern, an ecommerce accelerator who gives control back to brands, as their exclusive Amazon distributor. Both Pattern and LifeSeasons understood the need to identify and takedown the unauthorized sellers—without true control of the product listings, other Amazon optimizations would be useless.
Based on insights from Pattern’s ecommerce acceleration platform, LifeSeasons immediately started identifying and tracking unauthorized sellers. Then, using Pattern’s data in harmony with Vory’s eControl, a Pattern-trusted law firm, LifeSeasons created and began enforcing a MAP policy against the sellers. The end of the problem was in sight! To fully enforce the policy, Vory’s assisted in sending cease and desist orders to the seemingly endless list of violators, slowly taking down each rogue seller and returning LifeSeasons’ marketplace prices.
Rome wasn’t built in a day—but within 3 months of partnering with Pattern, LifeSeasons had removed the most aggressive violators from their Amazon listings, seeing sales return back to the brand’s authorized listings on Amazon. Within 4 months of this new control strategy, LifeSeason’s Buy Box percentage jumped to 91%, giving LifeSeasons 9 sales for every 1 sale an unauthorized seller took.
With unauthorized sellers under control, the premium supplement brand found new relief. Instead of spending each day fighting violators, together with Pattern, LifeSeasons could focus on Amazon strategy and optimizations, and regain control of their brand image. With control of the Buy Box, inventory flow and forecasting became much more predictable, accelerating their profitability.
Ultimately, LifeSeasons could dedicate resources to the core parts of their business, including their mission to help customers live life to its fullest.
Want to save this story for later? Download the 1-Page Case Study Now.
LifeSeasons didn’t just see a one-time spike in Buy Box ownership—with continued partnership, Predict data, and enforcement help, LifeSeasons maintained 88% Buy Box ownership year over year.
If you’re facing similar issues, we want to help you get in control.
Ready for expert help eliminating unauthorized sellers and taking back the Buy Box? Get in touch today.
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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.