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 a leading outdoor brand in Australia & New Zealand who with Pattern's team of ecommerce experts, increased their sales by 250%.
See what we accomplished together below and download the case study PDF here.
This leading outdoor brand in Australia & New Zealand was invited by Tmall Global to open a store in late 2017. By Sept. 2018, the Tmall store faced closure due to its low sales and Tmall seller score. It was hard for the brand’s internal team to benchmark how its local Chinese trade partner was performing against expectations.
Pattern developed a 3 part strategy:
This strategy would allow Pattern to audit its Tmall operation and Chinese marketplace trading partner to provide advice on best practices.
1. Auditing the existing operation
To create an initial benchmark for brands that are struggling to know how to compare themselves to their competition on marketplaces, Pattern put together a marketplace scorecard. In this case, Pattern examined the outdoor brand and compared it to Patten’s Tmall scorecard so that the brand could have an idea of where they were lacking compared to other brands selling on Tmall.
2. Recommending quick wins to drive operational efficiency and performance
After performing an audit on the outdoor brand, Pattern quickly found ways that the brand could optimize its performance. Pattern first laid out problems that could be fixed quickly regarding operational efficiency and performance, so that the brand would avoid being shut down on Tmall.
3. Carrying out the operational turnaround plan
After offering these suggestions to the brand, the brand engaged Pattern as its new Tmall trading partner, including carrying out the operational turnaround plan and managing its Tmall search and display marketing.
After developing a strategy centered around these 3 pillars: auditing the existing operation, recommending quick wins to drive operational efficiency and performance, and carrying out the operational turnaround plan, Pattern helped the outdoor brand increase sales by 250%.
Working together in an aligned fashion with the outdoor brands’ team helped us achieve these results together. Partner obsession is in our DNA—we win when our partners win.
Download the 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.