UAE Retail Brand ecommerce case study | Pattern

UAE Omnichannel Framework

Pattern's Middle East ecommerce experts helped this multi-brand retail group define its omnichannel proposition. Learn how here!

UAE retail group case study ecommerce | Pattern

UAE Retail Group | Pattern Case Study

Pattern's Middle East ecommerce experts helped this multi-brand retail group define its omnichannel proposition.

UAE retail group ecommerce success story | Pattern

UAE Retail Group

A large UAE-based franchise retail group, with 900+ stores in 19 countries across 60+ brands, recruited Pattern to improve its online offering. The retail group recognised the challenges in the physical retail market and approached Pattern to develop an omnichannel proposition with the target to generate 10% of sales online by 2022. The organisation’s existing technology was also outdated and not fit for purpose. Its existing order management system was struggling to manage a range or brand sites and did not tie-up with in-store stock, making it impossible to provide a fully omnichannel experience.

- Brand had no access to the latest technology.
- Brand's current technology was not fit for purpose.

- Brands' current order management system was struggling to keep up with in-store stock.
- Omnichannel customer experience was negatively affected.

- A physical retail market and online presence were difficult to manage.
- The brand wanted more online sales.

- The brand had a large retail group in physical locations, but needed to grow its online presence.
- The brand's omnichannel strategy needed adjustment to fit current market standards.

Key Challenges

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Pattern conducted a thorough evaluation of the existing technology stack, modeling and tendering the available platforms that offered the business multi-brand and multi-territory capabilities. To help understand the requirements of the business and to develop a rigorous omnichannel strategy, Pattern conducted a program of one-on-one interviews and workshops with the senior management team. A full mapping of potential customer journeys was also carried out, helping the team define a proposition that would help drive online sales. This also informed the process flows and the website functionality required to support the omnichannel offering.

Our Approach

In August 2018, the first transactional brand site successfully went live with traffic and conversion rates already delivering above expectations. The omnichannel strategy delivered by Pattern is currently being implemented and the business is now putting plans in place to build a dedicated omnichannel team to support the changes.

- Pattern delivered an ecommerce omnichannel framework that the brand started implementing.
- Brand is now planning to build a dedicated omnichannel team to support the strategy and changes.

- The brand's first transactional site successfully thanks to Pattern's insights.
- Traffic and conversion rates were delivering above expectations.

Results

Thorne

Launched on 7 New Marketplaces

Thorne was able to grow their ecommerce business by partnering with Pattern. Learn more from their case study!

Thorne | Pattern Case Study

Thorne is a supplements and wellness brand dedicated to quality ingredient sourcing, clinical research, lab testing, and sustainable business practices.

Thorne case study with Pattern's ecommerce solutions

Thorne grew their ecommerce business with Pattern's global ecommerce expertise

Thorne needed more bandwidth to expand their ecommerce presence. They wanted to grow to new marketplaces, but needed a partner to get there. Not only that, but MAP compliance issues from various online sellers were creating problems for their pricing and profitability. Finally, a lack of a uniform customer experience across marketplaces brought them to Pattern.

- Lacking bandwidth to expand ecommerce presence to new markets.
- Wanted to go international and to new marketplaces but needed help.

- MAP compliance issues from online sellers.
- Prices and profitability decreased.

- No uniform customer brand experience on all marketplaces.
- Wanted to create a seamless customer journey.

- Thorne's content on listings was not the same across different marketplaces.

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From the beginning, we partnered Thorne with a personal Brand Manager to maintain a close relationship with Thorne's production and operations team. Then we attacked all of their problems head on together: Our creative team revamped their A+ content and made full 360 product renders, we gave Thorne compliance tools through our Predict software, and Pattern's digital advertising and marketing experts grew sales. Lastly, our international marketplace experts took Thorne to China and beyond.

Through their Pattern partnership, Thorne was able to expand to 7 new marketplaces and countries including Walmart.com, Tmall, MercadoLibre, Jet, and Amazon China, CA, and EU. Their brand control has never been better, and all their listings are optimized for sales growth.

- Sales growth of 50% over one year.
- Increased Subscribe and Save customers by 50% YoY.

- Enhanced SEO for titles, headlines, back-end search terms, etc., as well as A+ Content implementation.
- New image stacks, 360 bottle renders, and videos from the Pattern creative team.

- MAP compliance has averaged 99% over the last 6 months.
- Listings are uniform.


- Thorne has expanded to Walmart.com, Tmall, MercadoLibre, Jet, and Amazon China, CA, and EU.

Skechers

China D2C Revenue Up 133%

Skechers is a global footwear brand. Pattern's Greater China team helped trade Skechers’ Chinese ecommerce site and increase sales.

Skechers D2C Site in China | Pattern Case Study

Skechers China D2C Site | Pattern Case Study

Skechers is a global footwear brand. Pattern's Greater China team helped trade Skechers’ Chinese ecommerce site.

Skechers D2C China | Pattern Case Study

Skechers' China D2C Site

Since helping Skechers to launch a localised D2C website for China, Pattern has worked with the brand as its D2C trade partner in the region. The challenge has been to accelerate total online sales through a relentless focus on marketing and trading on the site, plus providing excellent customer service to Skechers’ Chinese customers.

- Skechers employed Pattern to be their D2C Trading Partner and help run their China D2C operations.

- Skechers employed Pattern's Greater China team to take care of personalized customer service for their China D2C customers.

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Pattern advised on re-positioning the brand, creating an image-driven brand campaign strategy. Designed to differentiate Skechers’ D2C offer from its marketplace presence, the strategy utilized a test-and-learn approach. We managed and marketed to Skechers’ D2C customer database connected to its broader CRM program. Pattern's China team also oversaw content creation and conversion rate optimisation, including search engine optimisation on Baidu and other channels. We planned and executed on-site merchandising. Our team also operated pre- and post-sales customer service, which is crucial to making sales to Chinese consumers. Lastly, we made recommendations on operational process improvements.

We created an integrated marketing and operation strategy across Skechers’ D2C site and marketplaces. Due to Pattern's efforts, site revenue grew by 133% in 2018, to RMB32 million (US $4.8 million). The site acquires 500 new users every day. Skechers.cn is the third best performing Chinese D2C site for sneakers by sales.

- Site revenue grew by 133% in 2018, to RMB32 million, or US$4.8 million. 

- Skechers' China D2C site acquires 500 new users every day. 

- Skechers.cn is the third best performing Chinese D2C site for sneakers by sales.

- Pattern created an integrated marketing and operation strategy across Skechers’ D2C site and marketplaces.

Pure Encapsulations, Pattern

400% Revenue Growth

Pure Encapsulations grew their ecommerce business over 400% with Pattern's ecommerce business solutions. Read their case study!

Pure Encapsulations | Pattern Case Study

Pure Encapsulations manufactures hypoallergenic, research-based dietary supplements that are designed to deliver predictable and desired results. Pure is committed to sourcing pure, premium ingredients and working with experienced healthcare professionals to create safe and effective dietary supplements to help consumers achieve optimal health.

Pure Encapsulations ecommerce success case study, Pattern

Pure Encapsulations ecommerce growth and control, Pattern

Pure Encapsulations

“In 2012-2013, grey-market distribution and product diversion (especially on Amazon) was damaging brand integrity and relationships with our most valued health practitioner customers. Our brands were inaccurately represented, growing out of control, at ever increasing discount prices, and distributed by grey-market unauthorized resellers posing as HCPs, violating MAP policy.” — Adam Branfman, E-Business Director, Professional Brands at Atrium Innovations (Pure)

- Threatened brand integrity, as well as online discounting.
- Threatened relationships with trusted healthcare practitioner customers.

- Inaccurate product information spread from unauthorized sellers.
- Practitioner/consumer trust was compromised.

 - Unauthorized sellers were posing as healthcare practitioners.
 - Grey-market unauthorized sellers were disrupting prices.

 - Content, descriptions, and claims were incorrect.
 - Consumer safety, transparency, and accuracy were paramount in their industry.

Pure needed better insights and data into their ecommerce business, connections to help them gain control of their online channel, and a holistic ecommerce strategy to clean up, protect, and grow their brand online. By partnering with Pattern, Pure gained access to comprehensive ecommerce reporting through our Predict software. Then we connected them to counsel who created a legal framework to enforce against MAP violations, grey-market sales and unauthorized distribution.

Not only was Pattern able to help Pure gain back control of their online channel, but our Predict software and ecommerce best practices helped Pure grow revenue by 4x since 2016. Today, Pure's online channel is no longer a threat to their brand's continued growth and adoption by healthcare practitioners.

- Amazon revenue increased by 400% (4X) since January 2016.
- Product conversion increased 48% over 1 year.

- Units sold increased by 325.7% after one month of using our images and EBC.
- Pattern created new product images and optimized product listings.

- MAP compliance increased to 98%.
- Removal of 215 unauthorized sellers over 2 years.

- Our Predict software offers real-time insights on Pricing & Compliance, Ratings & Reviews, Advertising, and more. 

Google

Google European Retail Research

Pattern conducted a European retail research project to identify customer experience best practice among the continent's retailers for Google.

Google European Retail Research for Ecommerce | Pattern Case Study

Google European Retail Research | Pattern Case Study

Google is the world’s most-used search engine and is one of the four top-ranking companies worldwide. Following from the success of our first European retail research project done with Google, Pattern worked with the company on a second piece of benchmarking research to identify customer experience best practice among the continent's retailers.

- Google wanted to evaluate the customer experience across their retailers in Europe.

- Google wanted to conduct research in the European market to evaluate their customer experience.

In 2019, Pattern evaluated the customer experience delivered by 223 retailers across 10 European countries, namely: Belgium, Denmark, Finland, France, Germany, the Netherlands, Norway, Spain, Sweden, and the United Kingdom. A scoring methodology for the European retail research was jointly agreed between Pattern and Google to assess key aspects of the retail experience such as customer service, mobile website usability, and store visits. Retailers were grouped into four categories based on their score: Leaders, Followers, Majority, and Latecomers. During the course of the 136-day long project, Pattern proofed almost 28,000 data points, spent 1,113 minutes on the phone with customer services and walked 308 km during store visits.

Less than 20% of retailers were scored as Leaders, with the UK, France, and the Netherlands coming out on top. Spain and Norway had the most amount of Latecomers. Key criteria, such as the inter-channel shopper journey, in-store technology, and a clear click-and-collect proposition were identified as vital things retailers must do to ensure they deliver a great customer experience. The information from this European retail research was shared with retailers individually and was also presented at Google events in London and Amsterdam. These conclusions have also been published on the [Think With Google blog](https://www.thinkwithgoogle.com/intl/en-gb/5-ways-to-exceed-your-customers-expectations-what-you-can-learn-from-europes-top-retailers/).

- Pattern's research for Google was also published on their blog, Think With Google.

- The information gathered by Pattern was shared at Google events in London and Amsterdam.

- Inter-channel shopper journey, in-store technology, and a clear click-and-collect proposition identified as essential to create a great customer experience.

- 20% of Retailers were scored as Leaders. The UK, France, and the Netherlands came out on top in customer experience.

Converse 01

AU Channel Review Roadmap

In Australia and New Zealand, Pattern helped Converse carry out an online channel review and recommended a roadmap for growth.

Converse Channel Review Australia Ecommerce | Pattern Case Study

Converse Channel Review | Pattern Case Study

Converse Channel Review

Converse is an American shoe company and is run under license in Australia and New Zealand by Conquest Sports (Aust) Pty Ltd. Conquest Sports approached Pattern as they were looking to supercharge the Converse online channel and accelerate its growth by bringing in external expertise to partner with their current team.

- Converse wanted to increase their online channel growth. 

- Converse wanted to increase the conversion on their online channels in ANZ.

Pattern undertook a Strategic Channel Review by analysing all areas of the business that supported the online store to identify key opportunities. Several high priority changes were quickly identified as either gaps or opportunities to accelerate the channel. On the back of these findings a roadmap for change was delivered, which included a commercial plan outlining the financial and strategic benefits. Following this, Pattern worked on key projects that provided quick but strategically aligned wins to have a direct impact on the site’s KPIs. These included a responsive site redesign of key pages, performance tuning, and changes to the homepage and shopping cart. To help deliver these changes, a dedicated Trading Manager and Digital Designer were allocated to work alongside the existing team in an interim capacity.

After taking on the top 10 changes of the channel review roadmap, converse.com.au experienced a 50% increase in revenue, as well as a 27% increase in conversion rate. "We were immediately impressed with Practicology’s professional approach as they guided us through the process—from the initial business audit through to delivery of key projects identified in the commercial plan. ... We are thrilled to continue this partnership as our online business evolves." – Jonathan Oates, Online Manager at Converse

- Revenue increased by 50% after taking on the top 10 changes from our channel review roadmap.

- Conversion rate increased 27% after taking on the top 10 changes from our channel review roadmap.

ANZ Brand China ecommerce case study | Pattern

Tmall Sales Doubled in 1 Month

Pattern's Greater China ecommerce team helped turn around this outdoor brand's struggling Tmall store.

ANZ Outdoor Brand Tmall | Pattern Case Study

ANZ Outdoor Brand | Pattern Tmall Case Study

Our client is a leading outdoor brand in Australia & New Zealand. Pattern's Greater China ecommerce team helped turn around this brand's struggling Tmall store.


ANZ Outdoor Brand Tmall Case Study | Pattern

ANZ Outdoor Brand in China

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. The brand asked Pattern to audit its Tmall operation and Chinese marketplace trading partner to provide advice on best practice.

- The brand was invited by Tmall Global to open a store in late 2017. By Sept 2018, the Tmall store faced closure.

- The brand’s internal team had difficulty benchmarking how its local Chinese trade partner was performing against expectations.

We audited the existing operation against Pattern’s Tmall scorecard. We recommended quick wins to drive operational efficiency and immediate sales performance improvements within one month. After the audit was completed, 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.

In the first month after Pattern took control of this brand's Tmall store, sales increased by 250%. Sales in November (including Singles Day) increased by 188% year on year. The brand’s Tmall seller rating improved compared to its peers’ scores. Marketing efficiency improved by highlighting lifestyle imagery, rather than just product imagery—display ad click-through rates grew by more than 50%. Alibaba invited the brand to extend its store contract for another year.

- Sales increased by 250% in the first month Pattern took control.
- Sales in November (including Single’s Day) increased by 188% year on year.

- The brand’s Tmall seller rating improved compared to its peers’ scores.

- By highlighting lifestyle imagery rather than just product imagery, display ad click-through rates grew by more than 50%.

- Alibaba invited the brand to extend its store contract for another year.

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