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 Yogi Tea. Yogi blends over 140 spices and botanicals to make 40+ herbal, green, and black wellness teas, each created with delicious flavor and healthy benefits in mind. With the help of Pattern, Yogi products consistently rank within Top 10 search results on broad terms like “tea.” We love working with the Yogi team to achieve profitable growth on global ecommerce platforms.
See what we accomplished together below and download the case study PDF here.
Before Yogi partnered with Pattern in 2018, numerous unauthorized sellers were flooding Amazon. Not only were these unauthorized sellers disrupting prices, they were making it difficult for Yogi to enforce quality controls and brand standards, which is extremely important in the food industry.
Together Yogi and Pattern built a strategy focused on the following pillars:
This strategy would allow Yogi to gain back control of their ecommerce presence and create quality content to represent their brand.
1. Eliminating unauthorized sellers
We worked with Yogi to identify unauthorized sellers who were threatening Yogi’s controlon Amazon and damaging their brand reputation.
Pattern’s Predict software helped Yogi uncover noncompliant sellers on Amazon and across the web. The visibility that Pattern’s Predict omnichannel ecommerce software provided helped Yogi identify key contributors to their control problems including channel conflict, price erosion, and inconsistent product listings.
After connecting Yogi with legal counsel, they were able to clean up their distribution network and remove unauthorized sellers, strengthening their brand.
Results of eliminating unauthorized sellers:
After eliminating unauthorized sellers, over 95% of Yogi tea on Amazon is sold by Pattern. Yogi’s product listings are now more uniform and Pattern oversees necessary quality controls.
2. Optimizing the Amazon customer experience
After gaining control of the marketplace, Yogi worked with Pattern to create product content that would match their high quality brand.
Pattern’s creative team worked on curating quality content (as seen below), including image stacks, A+ content, and an Amazon storefront that elevated the brand, educated the viewer, and improved conversion rate.
Pattern’s customer service team (trained by Yogi) responds to Amazon Answers and negative reviews on the product detail pages, showing customers that Yogi is engaged and responsive on Amazon.
Results of optimized customer experience:
Optimized content helped to improve product page conversion rate, and Yogi is able to present consistent brand messaging on cross-channel ecommerce (eBay, Walmart, Amazon, D2C). Due to Yogi’s quality product and Pattern providing a top-notch customer’s experience, Yogi boasts a 4.5+ star review average and over 60% of Yogi’s listings display the “Amazon’s Choice” badge.
3. Extending their ecommerce team.
A major benefit of working with Pattern is the expansion of your brand’s ecommerce team. This team includes one of Pattern’s brand managers, as well as a host of other experts covering advertising, creative, customer support, operations, international expansion, and more.
Through combining Yogi’s brand expertise with Pattern’s ecommerce expertise, Yogi has developed a comprehensive ecommerce strategy that covers Amazon, other domestic and international marketplaces, advertising on and off-Amazon, social media, product expansion, and responding to market trends and insights.
Yogi has also utilized Pattern’s expertise to take advantage of new Amazon programs such as Amazon Posts, Amazon Advertising Attribution, and custom creative within advertisements.
Pattern’s insights into ecommerce trends led to the launching of 10 Pattern-assembled Variety Packs that have become Yogi’s top-selling items on Amazon.
Results of a winning ecommerce strategy:
Yogi’s products consistently rank within the Top 10 search results on broad terms like “tea.” Pattern-created variety packs accounted for 15% incremental revenue in the second quarter in 2020. Pattern’s holistic ecommerce strategy has led to significant year over year sales growth for Yogi.
After developing an ecommerce strategy centered around these 3 pillars: eliminating unauthorized sellers, optimizing the Amazon customer experience, and expanding their ecommerce team, Pattern has helped Yogi reach new customers and propel them toward a long future of profitable growth.
Working together in an aligned fashion with Yogi’s team helped us achieve these results together. Partner obsession is in our DNA—we win when our partners win.
Download Yogi’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.