American Pet Brand, one of the largest manufacturers of electronic pet training products in the U.S., had entered into the China market and, after a few years, established an impressive level of brand awareness in the country. Content with their level of success in China, the brand was cruising on Tmall without much support.
However, without investing in their brand growth and maintaining a competitive edge with advertising on Tmall, sales slowed down and their social media engagement with customers became idle. The brand was left trying to figure out how to regain its momentum.
After a year of flailing, American Pet Brand realized they could not do it alone and partnered with Pattern to redirect its trajectory on Tmall. Pattern, an ecommerce accelerator, provided the global expertise and resources the brand needed to regain control and succeed on Tmall.
Building from a strong brand foundation in one of the world’s largest ecommerce markets, Pattern’s experts:
1. Focused on Brand Image across Advertising and Marketing
Pattern’s China experts worked with the brand to reactivate the existing customer base and attract new customers through a series of marketing activities. Using proprietary technology and data-driven insights, Pattern developed and launched advertising campaigns to drive both traffic and conversion to its listings.
Additionally, the brand launched influencer marketing campaigns that heavily revolved around Key Opinion Leader (KOL) and Key Opinion Consumer (KOC) campaigns. With the extra validation from key voices in the market, increased the reach of and American Pet Brand profile.
2. Updated Product Listings to Optimize Tmall Presence for All Products
Pattern experts helped the brand optimize the Tmall store set up, design, and customer service support. The increase of customer support is essential to gain a competitive edge on Tmall. Primarily because positive customer experiences improve a brand’s Detailed Seller Rank (DSR), and is crucial if you want to ensure that one-time purchasers of your brand are converted into repeat purchasers. Together, these improvements provided for a global increase in customer experience satisfaction.
3. Re-established Seller Control with a New Reseller Cooperation Arrangement, including Marketing Terms
Pattern’s team worked with the brand to set and execute a new reseller cooperation arrangement that invited resellers to purchase through the official channel with better control of pricing, discount, content, and marketing messages.
Together with Pattern’s China experts, American Pet Brand was able to achieve incredible results:
500% sales growth in only 3 months
Successfully reactivated the customer base and existing resellers with effective, consistent, and focused marketing campaigns
Increased brand awareness from social marketing activities, which also increased engagement
Working together with the American Pet Brand team, Pattern revived the brand and redirected its sales trajectory on Tmall. The quick sales success showcases that by focusing an ecommerce strategy on key brand and advertising components that drive traffic and conversion, a brand will grow its profitability on global marketplaces.
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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.