Spectra Baby

1,250% Sales Rank Increase

Spectra Baby USA grew their ecommerce business with Pattern's ecommerce business solutions. Read the case study!

Spectra Baby | Pattern Case Study

Spectra Baby’s team of registered nurses, lactation consultants, and mothers offer breastfeeding products made for moms, by moms.

Spectra Baby USA ecommerce growth case study with pattern

Spectra Baby USA ecommerce growth case study with Pattern

Spectra Baby grew their ecommerce business on Amazon and other markets with Pattern

“We were selling directly to Amazon, which was a big mistake because then our pricing strategy went nowhere. Anyone who could fog a mirror was selling Spectra’s products too and from a wholesaler standpoint. We really needed the reporting, we needed the data, we needed a partner that understood the marketplace.” — Chris Mayhew, Spectra Baby USA Sales Executive

- Unauthorized sellers breaking MAP.
- Varied pricing on Amazon.

- Inconsistent product content listings.
- Inaccurate information spreading across sellers.


- Limited control and data on performance.
- No way to track unauthorized sellers.

- Amazon didn't care as much about Spectra Baby's problems as they did.

Key Challenges

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Spectra Baby USA needed to clean up their Amazon channel. Their Brand Manager became their go-to Amazon expert, helping them use our data-backed, rules-based advertising and SEO campaigns to optimize content on all SKUs. Then we connected them with legal counsel for MAP policy creation and legal enforcement assistance. Finally, Pattern helped Spectra with real-time MAP compliance and growth data from our Predict software.

Our Approach

Through Pattern's Amazon experts, we helped Spectra Baby create winning strategies to streamline revenue growth, increase Buy Box ownership to 91%, optimize all listings, and gain back brand control. When we partnered with Spectra we went all-in to get great—not just good—results.

- 2X increase in revenue.
- Averaged a 73% revenue increase each month during their first year with us (between 2017 and 2018).

- Pattern currently controls 91% of the Buy Box for Spectra Baby products
- Buy Box ownership increased by 62%.

- 1,250% increase in sales rank.
- Spectra Baby is the #1 organic search result for “Breast Pump” on Amazon.

- MAP compliance increased to 90% in the first year, an increase of 30% from the previous year.
- Achieved 98.9% MAP compliance across all sellers.

Results

Yogi Tea, Pattern

Top 10 Amazon Search Results

Yogi Tea grew their ecommerce business with Pattern's global ecommerce expertise. Read their case study here!

Yogi Tea | Pattern Case Study

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.

Yogi Tea ecommerce success story, Pattern

Yogi Tea's ecommerce growth case study with Pattern

Yogi Tea

Unauthorized seller activity online was resulting in poor customer experience, and Yogi wasn't able to consistently enforce quality controls and brand standards. Yogi needed the ability to control Amazon product listings to ensure accuracy. "We were challenged to meet the ever-changing and increasing demands of ecommerce retailers and shoppers while maintaining quality and brand equity." — Robin Gabel, National Account Manager, Yogi Tea

- Created a poor customer experience.
- Inability to consistently enforce quality controls and brand standards.

- Yogi needed the ability to more readily control Amazon product listings to ensure accuracy, supporting customers when shopping online.


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First, Pattern's compliance monitoring software Predict identified unauthorized sellers and employed rules-based advertising tools. Then we connected Yogi to legal counsel for  assistance removing unauthorized sellers. Finally, a personal Brand Manager became an extension of Yogi's team, helping them enhance the customer experience, increase sales volume, and simplify supply chain, allowing Yogi to move strategic company employees to other key business objectives.

Through our Predict compliance software, over 90% of Yogi Tea sold on Amazon is now coming from Pattern, supporting the customer experience and upholding product quality standards. In addition, Pattern's SEO and Amazon strategies have upped Yogi sales and Yogi's ranking to the top 10 search results.


- Over 90% of Yogi Tea sold on Amazon is now coming from Pattern.
- Unauthorized sellers are down and listings are uniform.

- Pattern created 6-pack bundles of Yogi teas to introduce customers to different product lines and to provide a better introductory size.

- Within two months of launch, Yogi Tea bundles ranked in the Top 10 search results when searching the broad terms Tea, Herbal Tea, and Tea Variety Pack.
- Yogi controls the majority of the listings for the keyword “Yogi Tea.”

- Quick sales growth lead to bundles being featured on Amazon’s “Hot New Releases” page in the top 10 new releases.
- Variety Pack sales lead to incremental top line revenue growth, accounting for 14% of revenue in December 2019.

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.

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.

Pattern Partners

Europe's ecommerce opportunity is growing, especially in countries like the U.K., France, Spain, Italy, and Germany. Pattern's Europe ecommerce experts have many years of retail experience to help you successfully navigate the nuances of European marketplaces.

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Our Europe experts can assist with your ecommerce growth challenges in the UK and EU markets.

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Our global ecommerce experts help retailers & brands to take advantage of European marketplace and ecommerce opportunities.

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