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 Thorne. Thorne is a health solutions company dedicated to bringing consumers high quality, personalized nutritional supplements. They invest in rigorous science and comprehensive testing to ensure the highest quality ingredients and use the cleanest manufacturing process to provide unrivaled products for a person's health. With the help of Pattern, Thorne achieved a 50% increase in marketplace growth in one year. We love being Thorne’s partner and enjoy working with their awesome team to achieve incredible results.
See what we accomplished together below and download the case study PDF here.
Before Thorne partnered with Pattern in 2015, there were numerous unauthorized sellers flooding Amazon and disrupting prices.
While dealing with these unauthorized sellers, Thorne was also trying to expand their target market to include consumers instead of strictly focusing on health care practitioners. Thorne did not have the bandwidth to expand to new marketplaces and educate their consumer on the Thorne brand and story.
Thorne partnered with Pattern to gain back control of their ecommerce presence and create a solidified customer experience across all ecommerce platforms. Together Thorne 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 Thorne.
1. Eliminating unauthorized sellers
We worked with Thorne to identify unauthorized sellers who were threatening Thorne’s control on Amazon and disrupting prices.
The keystone of this strategy was using Pattern’s Predict software that helped Thorne uncover all of their current noncompliant sellers across Amazon. The visibility that Pattern’s Predict software provided helped Thorne identify key contributors to their control problems including channel conflict, price erosion, and inaccurate product listings.
After revealing these unauthorized sellers, Thorne was able to clean up their distribution network and remove unauthorized sellers causing channel conflict and price erosion.
Results of eliminating unauthorized sellers:
Because Thorne eliminated numerous unauthorized sellers, they were able to gain almost complete control over their Amazon channel. Thorne’s compliance reached 99% in their first 6 months with Pattern. Since eliminating unauthorized sellers, Thorne’s product listings are uniform, providing a better customer experience.
2. Educating consumer on Thorne as a premium supplement brand
After gaining back control of their brand, Thorne worked with Pattern to create product content that would educate consumers on Thorne’s brand story and what made them different from other supplement brands.
Pattern’s and Thorne’s creative teams worked on curating quality images and videos (as seen below) that educated the viewer and eventually led to a huge increase in sales.
A key part of this strategy was enhancing Thorne’s SEO for titles, descriptions, back-end search terms as well as A+ Content implementation. Pattern’s creative team also created new image stacks, storefronts, and videos for Thorne.
These creative assets were all focused around showcasing Thorne’s quality and expertise to educate the consumer on the unique benefits their brand brings to a saturated supplement market.
Results of consistent brand content:
Thorne’s optimized images increased sales by 50% over one year.
“Since Pattern, Thorne has reached thousands of new customers and been able to compete within the cluttered supplement category through advertising,” said Touria Carson, Thorne Growth and Digital Marketing Manager.
3. Expanding their reach with new marketplaces
After strengthening their already existing ecommerce platforms, Pattern and Thorne worked together to expand their reach into international marketplaces.
Expanding to new marketplaces allowed Thorne to quickly and efficiently get in front of their new target market and consumers.
Results of diverse ecommerce portfolio:
Since launching on these new marketplaces, Thorne has expanded their reach and increased their overall ecommerce growth.
“Pattern's management of our [marketplace] sales has improved the customer experience and provided valuable information regarding product movement,” said Thomas McKenna, Thorne Chief Operating Officer
After developing an ecommerce strategy centered around these 3 pillars: eliminating unauthorized sellers, educating the consumer on Thorne’s brand, and expanding their reach with new marketplaces, Pattern has been able to help Thorne reach new customers and propel them towards a long future of profitable growth.
Working together in an aligned fashion with Thorne’s team helped us achieve these results together. Partner obsession is in our DNA at Pattern—we win when our partners win.
Download Thorne’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 even 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.