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.
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:
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.
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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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.
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.