Sylvania Received 100% Positive Customer Feedback with a Pattern Partnership

Clarissa Peters

September 22, 2020

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:

  1. Eliminating unauthorized sellers
  2. Creating consistent brand content
  3. Diversifying their ecommerce portfolio

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.

Sylvania Light Image Stack

Sylvania Image Stack

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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Global Ecommerce Weekly News: 27th September 2022

Global Ecommerce Weekly News: 27th September 2022

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Global Ecommerce: Weekly News (20th September 2022)

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail]( Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail]( --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail]( THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail]( --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail]( US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail]( Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail]( Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](

Global Ecommerce: Weekly News (13th September 2022)

Global Ecommerce Weekly News: 13th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon scales back on US warehouse facilities Amazon is shutting down two facilities with 300 employees, discarding plans for 42 facilities, and delaying plans to open a further 21 buildings across the US. The ecommerce giant is scaling back on hiring as well as the expansion of its vast delivery network, as it was left with an excess of space following its rapid expansion during the pandemic. [Read more on Business Insider]( --- Other Marketplace News --- is ‘betting’ on ecommerce grocery market Amidst a slowing economy and a decline in ecommerce, Chinese ecommerce giant has increased its urgency to seek new growth engines. The company is looking to boost its online grocery business through offline partnerships and expansion into lower-tier cities, where it may be able to unleash more consumption power. [Read more on The Star]( Shopee shuts operations in Argentina, Chile, Colombia, and Mexico Sea’s ecommerce arm, Shopee, has shut local operations in some LATAM countries but will continue to maintain cross-border operations in a few markets. Latin America is Sea’s most important region following South-east Asia, accounting for close to 19% of its revenue in 2021. The move away from these countries is largely due to increased levels of macro uncertainty and rising interest and inflation rates, and rather putting a focus on its core operations. [Read more on Straits Times]( --- Other Ecommerce News --- Instagram scales back in-stream shopping elements Instagram is re-examining its approach as it hasn’t been able to make ‘fetch’ happen. ‘Fetch’ in this context being the online shopping trends which have become all-consuming in China, and what Western social platforms have been hoping to add into their apps to make them more addictive and revenue-generating. Consumers have not been swayed by the latest shopping tools on TikTok and Instagram, leading to Instagram scaling back its in-stream shopping program. [Read more on SocialMediaToday]( FedEx Express supporting the growth of cross border ecommerce FedEx express has expanded its international commerce shipping service to four more markets across the Asia Pacific, Middle East and Africa (AMEA) region in an effort to support the strong development of ecommerce in this region. Three of the fastest growing markets, the Philippines, Indonesia and Vietnam are leading Southeast Asia’s ecommerce sales, which is set to reach $100 billion by 2023. [Read more on Post & Parcel]( India ramps up hiring as companies prepare for shoppers Ecommerce companies are getting ready for the festive season by rapidly expanding their temporary workforce. As ecommerce in India grows, the country is predicted to have 372 million online shoppers by the end of 2022. The festive season this year, running from October to December, is expected to see a two-fold increase in logistics and delivery alone. During this period, companies are predicted to add 20% more to their existing workforce base, with a 8-10% higher pay scale compared to last year. [Read more on Business Insider India](