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:
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.
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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Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.
If you’re interested in expanding your brand internationally, you’re probably familiar with Tmall. Tmall is Asia-Pacific’s (APAC) largest marketplace, and indisputably the biggest ecommerce powerhouse in the world. It represents a huge opportunity for many brands, but entering the space is also a big challenge to take on.
At Pattern, we recommend brands looking to enter international markets should first focus on dialing in their domestic presence. Once you’re satisfied that your brand is well-represented and optimized locally, you’re ready to think about tackling new regions, like APAC, and launching on marketplaces like Tmall. Our top advice for entering Tmall is to understand and strategize around its three most important metrics: service, delivery, and content.
Service, delivery, and content ratings are the three elements that make up Tmall’s Detailed Seller Rating (DSR) score. Each component is scored on a scale of 1-5 that is displayed publicly on your brand’s Tmall flagship store page. This is meant to help consumers decide whether or not to purchase your products.
DSR scores are important because they’re highly influential in driving conversions—customers see DSRs as a way to quickly understand if a brand is trustworthy and worth buying from. They also matter quite a bit to Tmall itself—they monitor these scores and will take action to close flagship stores with low scores.
Let’s go over each element of the DSR score and some steps you’ll need to take to achieve high ratings.
Service is a huge ecommerce component in APAC marketplaces. In most other regions, product listings are static, and consumers use content and reviews to make a decision about what to purchase. On Tmall, consumers want to interact with your brand and test its validity before buying—each transaction takes at least one human interaction to convert.
So, to get a great service rating, you’ll need to have a large, established customer service team dedicated to Tmall sales that can offer real, human touchpoints and very fast response times. To get an idea of the speed your agents should be capable of producing, in our Tmall benchmarking exercise, 92.5% of brands’ customer service agents replied to queries via live chat within 30 seconds, 5% replied within one minute and the remaining 2.5% of brands took longer than a minute. So, look for a Trade Partner (TP) that has enough resources to compete with those numbers, support your sales, and maintain a good DSR score.
Another thing you’ll really want to focus on is a high-quality delivery experience for consumers. As in other regions around the world, Tmall consumers have high expectations for their delivery experience. In our Chinese consumer polling report that targeted consumers buying from Tmall Global, we found that 6% expected same-day delivery, 15% expected next-day delivery, and 46% expected 2-5 day delivery.They want to receive their products fast and they want the products to be undamaged and pristine upon arrival.
So, to achieve a high score for your delivery capabilities, we highly recommend partnering with a TP or ecommerce accelerator like Pattern (which serves as a TP) who has the ability to facilitate your distribution. Make sure your TP has the right infrastructure in place to support high-quality logistics experiences for all of your consumers—they should have an established, well-oiled delivery process in place and the capability to fluidly add you to their current fulfillment system.
As in every digital marketplace, content is a huge component of the decision-making process for consumers on Tmall—they can’t touch your product with their hands or see it in person before buying, so it’s important they’re empowered to make a good decision on whether or not to purchase based on the videos, images, and copy.
The goal is to make all of the content and relevant information on your flagship site easily-accessible—consumers should be able to visit your page and make a decision about whether or not to buy without navigating to a new site/page and taking their conversions with them. Images with text and extensive product details are a great way to do this, as well as making sure your service team can speak to all aspects of your product with any consumers (via text or chat).
As the world’s foremost brand partner for ecommerce acceleration, Pattern truly understands the significance of international expansion. With regional offices around the world, Pattern knows how to successfully launch and grow brands on Tmall and other marketplaces, with the data, insights, and marketplace intelligence to build the metrics that matter.
It’s important to have a fantastic brand presence, a knowledgeable guide, and a clear go-forward strategy for your best chance at success. With our in-country resources, expert teams, and extensive experience in growing brands around the globe, Pattern can help you get there.
Set up a call to get your international expansion strategy in motion.