Protocol Logo

84% Increase in ROAS

Paslode Logo

Revenue Up 122%

Paslode's revenue increased by 122% with a Pattern Partnership.

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Paslode | Pattern Case Study

Paslode delivers a broad range of performance-proven, high quality fastening solutions.

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Paslode

Before Paslode partnered with Pattern in 2018, numerous unauthorized sellers were flooding Amazon and disrupting prices. These unauthorized sellers were making it difficult for Paslode to continue growing their ecommerce business.

 - Unauthorized sellers were flooding the market.
 - Disrupted prices due to unauthorized sellers.

- Limited bandwidth dedicated to ecommerce growth
- Disrupted prices slowed the ability to grow

Key Challenges

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Paslode partnered with Pattern to gain back control of their ecommerce presence and grow their online business. Together, Paslode and Pattern built a strategy focused on growing Paslode's ecommerce presence. Pattern's in-house creative team updated Paslode's creative content to increase conversions. We also worked with Paslode to identify unauthorized sellers who were threatening Paslode’s control on Amazon and disrupting their prices. Finally, Pattern took over Paslode’s product distribution on Amazon to foster continued growth.

Our Approach

Due to a combination of eliminating unauthorized sellers and executing new creative content, Paslode was able to gain back control of their ecommerce presence and increase revenue.

- Paslode increased their Buy Box ownership from 39% to 90% in just one quarter.

- Year over year revenue increased by 122%.
- Top 10 products have averaged 241% year over year revenue growth.

- Average product rating is a 4.5/5 on Amazon.


- Items kept in stock coupled with high quality customer service.

Results

Protocol for Life Balance saw an 84% increase in ROAS in just 3 months

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Protocol for Life Balance | Pattern Case Study


Protocol For Life Balance is an A-rated GMP manufacturer of pharmaceutical grade dietary supplements created for healthcare practitioners. 

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Protocol for Life Balance

When COVID-19 hit in March of 2020, Protocol for Life Balance was quickly out of stock of many immune supplements due to the increased demand. Pattern and Protocol for Life Balance assumed we were losing potential traffic on the immune products. There was little reason to spend ad spend on products that would likely sell out anyways.

- Many out of stock immune products because of surge in demand

- Worried about spending too much money on ads for products that would be out of stock


Pattern’s advertising team decided to approach the months following the pandemic differently. Pattern looked at what we called the “unexpected performers”. These were products that were receiving more sales than the previous month by more than 25%, but weren’t considered immune or vitamin D (the products the COVID crisis was naturally bumping). To capitilize on the "unexpected performers," Pattern and Protocol for Life Balance increased the total budget, ran non-branded ads, and capitalized on natural increases.

Because Protocol for Life Balance and Pattern’s advertising team shifted their strategy, Protocol for Life Balance was able to prove that supplements can outperform the month of January (typically the best performing month for supplement brands).

- New customers jumped from 37.25% of total customers in the month of January to 44.45% of total customers in April

- Conversions on Non-Branded Sponsored Products increased 211%
- 84% increase of RoAS in 3 months


Thorne

Tmall Global Launch

Pattern's China ecommerce consultants helped Thorne launch and grow their Chinese ecommerce business on Tmall.

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

Thorne China | Pattern Case Study

Thorne is a supplements and wellness brand dedicated to quality ingredient sourcing, clinical research, lab testing, and sustainable business practices. Pattern's China ecommerce consultants helped Thorne grow their Chinese ecommerce business.

Thorne case study with Pattern's ecommerce solutions

Thorne case study China with Pattern's ecommerce solutions

Thorne China

The vitamins and supplements category is very popular in China, but also highly competitive. Thorne did not have any brand awareness as it had no official stockists in the country. Thorne also wanted to launch on Tmall quickly, ideally before the peak trading period around Double 11; but did not expect to have built enough awareness to be able to participate with a formal Singles’ Day promotion sanctioned by the marketplace.

- In China, the vitamins and supplements category is highly competitive. 

- Thorne did not have any brand awareness as it had no official stockists in China.

- Thorne also wanted to launch on Tmall quickly, ideally before the peak trading period around Double 11 (Singles Day).

- Thorne did not expect to have built enough brand awareness to participate with a formal Singles’ Day promotion sanctioned by Tmall. 

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Pattern's Greater China ecommerce team worked with Thorne to launch its store on Tmall Global and sell cross-border from Hong Kong, as its products would need to meet local standards and be tested before they could be sold within the market. The store was created to a very high standard, with much time and effort put into the product content, as the content and product descriptions are designed to give Chinese customers peace of mind that they are buying from a highly-regarded Western brand. Customer service agents have also been given particular training so they understand the products and can help advise customers using Tmall’s Live Chat feature.

Thorne's Tmall Global store has had sales from its first day of trading, despite the lack of brand awareness, and we have doubled sales projections based on the performance from its first couple of weeks of sales. Thorne has now been invited to officially participate in Double 11, with a promotion agreed by Tmall, as the marketplace was impressed with its initial sales performance.

- Thorne's Tmall Global store has had sales from its first day of trading.

- Pattern's Greater China ecommerce team has doubled Thorne sales projections based on the performance from its first couple of weeks of sales.

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 recognized 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 organization’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.

Our marketplace experts will walk you through your ecommerce growth opportunities as a Pattern partner.

Let’s Talk About Partnership

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.

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.

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.

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 analyzing 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.

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 localized 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.

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 optimization, including search engine optimization 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.

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.