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 Feetures. Feetures is a sock brand that is engineered to have a custom-like fit that solves conventional sock problems practices that, with the help of Pattern, achieved revenue growth of 67% in their first year with Pattern. We love working with the team at Feetures to grow their brand on global ecommerce platforms.
See what we accomplished together below and download the case study PDF here.
Before Feetures partnered with Pattern in 2017, numerous unauthorized sellers were flooding Amazon and disrupting prices.
Along with the unauthorized sellers, Feetures’ product content was not living up to the quality of their brand. It can be extremely expensive to optimize creative content across marketplaces, especially with limited bandwidth.
Feetures partnered with Pattern to gain back control of their ecommerce presence and create quality content on all ecommerce platforms to represent their brand. Together Feetures and Pattern built a strategy focused on the following pillars:
Let’s chat about each of the pillars and discuss the outcomes we achieved working together with Feetures.
1. Eliminating unauthorized sellers We worked with Feetures to identify unauthorized sellers who were threatening Feetures’ control on Amazon and disrupting their prices.
This strategy was centered around using Pattern’s Predict software that helped Feetures uncover all of their current noncompliant sellers across Amazon. The visibility that Pattern’s Predict omnichannel ecommerce software provided helped Feetures identify key contributors to their control problems including channel conflict, price erosion, and inconsistent product listings.
After using Predict, Feetures was able to clean up their distribution network and remove unauthorized sellers causing channel conflict and price erosion.
Results of eliminating unauthorized sellers:
Because Feetures eliminated numerous unauthorized sellers, they were able to gain nearly complete control over their Amazon channel. Feetures’ compliance has reached 99% since partnering with Pattern. Since eliminating unauthorized sellers, Feetures’ product listings are uniform, providing a better customer experience.
“We decided to partner with Pattern because they are clearly experts in the channel. They use their technology to help monitor key metrics,” said Joe Gaither, Feetures Director of Marketing.
2. Expanding their reach with new marketplaces After eliminating unauthorized sellers, Pattern and Feetures worked together to expand their reach by entering new marketplaces.
Expanding to new marketplaces allowed Feetures to get in front of customers quickly and efficiently.
Results of expanding their reach:
Since launching on these new marketplaces, Feetures has expanded their reach and increased their overall ecommerce growth. Pattern’s ecommerce marketplace expertise helped Feetures explore new avenues of revenue on eBay and on Amazon CA.
3. Optimizing images and content on Amazon
After gaining back control and expanding their reach, Feetures worked with Pattern to create product content that would match their high quality brand.
Pattern’s creative team worked on curating quality images and videos (as seen below) that educated the viewer and eventually led to a huge increase in sales.
A key part of this strategy was making all of Feetures’ product listings and content consistent across the board. Eliminating unauthorized sellers helped with this initially but creating content that was on brand really unified all of the product listings.
These creative assets were all focused around showcasing Feetures’ quality and expertise to educate the consumer on the unique benefits their brand brings to the sock market.
Results of optimized images:
Feetures revenue grew 67% in their first year with Pattern. Since then, Feetures has experienced year over year growth of 20%.
“I trust Pattern implicity to make content that is on brand. I don't doubt their choice. Whenever they come to me with ideas, I'm always all thumbs up,” said Shelly Tackett, Art Director at Feetures.
After developing an ecommerce strategy centered around these 3 pillars: eliminating unauthorized sellers, expanding to new marketplaces, and optimizing images and content on Amazon, Pattern has helped Feetures reach new customers and propel them toward a long future of profitable growth.
Working together in an aligned fashion with Feetures’ team helped us achieve these results together. Partner obsession is in our DNA—we win when our partners win.
Download Feetures’ 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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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.