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Yogi Tea's Robin Gabel explains how a Pattern partnership helped Yogi grow their Amazon presence.
Challenges
Key Challenges
Coravin wanted to begin advertising their product in the EU, and wanted Pattern experts to help them do that. Along with advertising in the EU, Coravin also wanted to improve their “seasonal only” sales. These are products that perform extremely well during holidays like Valentine’s Day and Christmas. Coravin wanted to improve these product’s sales outside of the high performing holidays.
UNAUTHORIZED SELLERS
Created a poor customer experience. Inability to consistently enforce quality controls and brand standards.
LITTLE BRAND CONTROL
Yogi needed the ability to more readily control Amazon product listings to ensure accuracy, supporting customers when shopping online.
Approach
Our Approach
First, Pattern's compliance monitoring software Predict identified unauthorized sellers and employed rules-based advertising tools. Then we connected Yogi to legal counsel for assistance removing unauthorized sellers. Finally, a personal Brand Manager became an extension of Yogi's team, helping them enhance the customer experience, increase sales volume, and simplify supply chain, allowing Yogi to move strategic company employees to other key business objectives.
Lacked International Advertising
Coravin needed to begin advertising in the EU to stay competitive
“Seasonal Only” Nuances
Coravin needed to improve sales on their "seasonal only" products
Lacked International Advertising
Coravin needed to begin advertising in the EU to stay competitive
Results
Results
Through our Predict compliance software, over 90% of Yogi Tea sold on Amazon is now coming from Pattern, supporting the customer experience and upholding product quality standards. In addition, Pattern's SEO and Amazon strategies have upped Yogi sales and Yogi's ranking to the top 10 search results.
COMPLIANCE & BRAND CONTROL
Over 90% of Yogi Tea sold on Amazon is now coming from Pattern.
Unauthorized sellers are down and listings are uniform.
VARIETY PACK CREATION
Pattern created 6-pack bundles of Yogi teas to introduce customers to different product lines and to provide a better introductory size.
SEO RANKING IMPROVEMENT
Within two months of launch, Yogi Tea bundles ranked in the Top 10 search results when searching the broad terms Tea, Herbal Tea, and Tea Variety Pack.
Yogi controls the majority of the listings for the keyword “Yogi Tea.”
VARIETY PACK SUCCESS
Quick sales growth lead to bundles being featured on Amazon’s “Hot New Releases” page in the top 10 new releases.
Variety Pack sales lead to incremental top line revenue growth, accounting for 14% of revenue in December 2019.
Imagery
Brand Imagery
Working with the Yogi team we optimized product imagery for conversion and brand consistency.
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Comparison
Before and After
We implemented Yogi Tea's new A+ Content pages, resulting in a totally new look and feel for their Amazon customer experience.
“We take on the risk by purchasing your inventory upfront. We’ll take on any distribution logistics from there, making sure your fulfillment options are satisfactory.”
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