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84% Increase in ROAS

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.

Key Challenges

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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.

Our Approach

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.

Results

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.

Sylvania Ecommerce Reviews Case Study | Pattern

100% Positive Reviews

Sylvania Automotive experienced success on Amazon and other marketplaces with Pattern's ecommerce expertise. Read the case study!

Sylvania Automotive | Pattern Case Study

Sylvania is the leading automotive supplier and long-time brick-and-mortar brand of high performance lighting products.

Sylvania Case Study, Pattern

Sylvania Ecommerce success story, Pattern

Sylvania

Sylvania was challenged with gaining control over their presence on ecommerce. It was essential to their ecommerce strategy that Sylvania was able to maintain their brand image on marketplaces to stay ahead of competitors.

- Sylvania had trouble controlling their presence on ecommerce.

- Maintaining Sylvania's brand image on marketplaces to stay ahead of competitors was difficult.

Pattern helped Sylvania gain control through our Predict software to identify unauthorized sellers and MAP violators, as well as connected Sylvania to legal counsel to assist Sylvania in removing unauthorized sellers. Then Pattern’s creative team produced optimized Amazon images for a consistent brand image across marketplaces. Lastly, our marketplace experts and Brand Managers went above and beyond to help Sylvania diversify their ecommerce portfolio by creating an eBay storefront, optimize product variations for search rankings, clean ecommerce channels for a consistent customer experience, and keep Sylvania's Amazon storefront updated.

Not only did Pattern help Sylvania with their intial goals of brand control and consistent brand imagery, we helped them grow sales by nearly 100%, increase compliance, optimize images to increase conversion, and our customer service team even helped them achieve 100% positive customer feedback on eBay.

- 97% sales revenue growth YoY from Nov. 2018 to Nov. 2019.
- 151% unit sales growth YoY from Nov. 2018 to Nov. 2019.

- Sylvania’s compliance reached 90% in their first 6 months with Pattern.
- Monthly compliance on Amazon did not fall below 95% in 2019.

- Optimized images increased conversion on individual products by as much as 12%.


- Sylvania’s eBay business has 100% positive customer feedback.

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. 

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.

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

Protocol Hero Image

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. 

Protocol Feature Image

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


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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


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 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.

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.

Coravin

Sales Spike with Effective Advertising

Coravin grew their ecommerce business with Pattern's ecommerce business solutions. Find out more here!

Corvin Hero Image

Coravin | Pattern Case Study

Unlike other wine preservers, which only delay the oxidation of your wine, the Coravin Wine Preservation System is designed to pour wine without removing the cork, so wine always tastes like it has just been opened—even years later.

Coravin Feature Image

Coravin wanted to begin advertising their product in the EU, and wanted Pattern experts to help them do that. Along with advertising in the EU, Coravin also wanted to improve their “seasonal only” sales. These are products that perform extremely well during holidays like Valentine’s Day and Christmas. Coravin wanted to improve these product’s sales outside of the high performing holidays.

- Coravin needed to begin advertising in the EU to stay competitive


- Coravin needed to improve sales on their "seasonal only" products 

We began advertising for Coravin in the EU in the beginning of March. After allowing time for the newly-built campaigns to get data behind them, sales began to lift dramatically across all 3 European marketplaces Coravin sells in. Sales velocity reached the rate of Corain’s holiday sales: Valentine’s and Christmas which are typically Coravin’s highest-selling periods of the year.

Using weekly sales data from all markets combined, in the 9 weeks prior to advertising, there was an average weekly sales growth of 12%. In the 9 weeks after advertising began, there was an average weekly sales growth of 13%. It should also be noted that all 9 weeks since the beginning of advertising (for a luxury brand) have been during the COVID-19 pandemic.

- Sales beat Valentine’s Day and Christmas sales (Coravin’s best performing periods)


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.

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.

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.

Owlet

Amazon Live Ups Sales

Owlet had a successful Amazon Live event thanks to their partnership with Pattern. Read their Amazon Live event case study here!

Owlet Amazon Live | Pattern Case Study

Owlet is dedicated to providing innovative baby monitor products that can track a baby's vital signs, giving parents peace of mind.

Owlet Live Case Study, Pattern

Owlet success story on Amazon, Pattern

Owlet: Amazon Live Event

Owlet wanted to raise awareness about their products and brand, and so Pattern decided to host an Amazon Live event that would feature Owlet products in use. That way, Owlet could demonstrate the efficacy of their baby monitoring products.

- Owlet wanted to demonstrate their product functions.

- Without Pattern, Owlet had limited resources to dedicate to an Amazon Live event.

- Owlet needed Pattern's creative team to create a great Amazon Live environment.

We used Amazon Live to kick off a sale with Owlet. Pattern’s creative team set up a studio at our Lehi headquarters complete with a baby crib, two hosts, and Owlet products ready to display. After the event took place, Pattern's digital marketing experts measured the success of the event to see how it impacted overall sales.

During the event, Owlet sales, page views, and sessions all spiked. Owlet's sales increased by over 10% during the week of their Amazon Live event and sale, and Owlet's Best Seller Ranking improved too—their sock monitor going up some 70% and their camera by some 69% during that week. [Read more about Owlet's Amazon Live event on our blog.](https://pattern.com/blog/we-tried-out-amazon-live-heres-how-it-influenced-sales/)

- Owlet sales, page views, and sessions all spiked during the Amazon Live event.

- Owlet increased sales by approximately 9-16% throughout the whole week of the Live event and sale.

- Owlet’s Best Seller Ranking for their sock monitor improved by 70% during the week of their Amazon Live event and sale.

- Owlet’s Best Seller Ranking for their camera improved by 69% during the week of their Amazon Live event and sale.

Integrative Therapeutics, Pattern

Revenue Up 39%

Integrative Therapeutics experienced growth on ecommerce thanks to Pattern's ecommerce experts. Read their case study here!

Integrative Therapeutics | Pattern Case Study

Integrative Therapeutics is a nutritional supplements brand focusing on a wellness-driven approach to nutrition together with practitioners.

Integrative therapeutics case study, Pattern

Integrative therapeutics success story, Pattern

Integrative Therapeutics

Integrative was facing channel conflict. Because Integrative’s products were also available on Amazon, their practitioners became upset with the different pricing and availability of products. Additionally, Integrative’s brand wasn't being represented well on Amazon because of inconsistent listings and content. Lastly, unauthorized sellers created problems among Integrative’s various distribution channels.

- Integrative’s practitioners were upset because products were also available on Amazon.
- Pricing and availability across channels were different.

- Integrative’s brand wasn't being represented well on Amazon.
- Inconsistent listings and content spread.

- Unauthorized sellers were creating problems among Integrative’s various distribution channels and product integrity.

- Because of unauthorized sellers and inconsistent content, Integrative's sales growth slowed down.

As a Pattern partner, we helped Integrative develop a winning advertising strategy focused on defending share and maximizing brand penetration to outpace category growth. Then we got them in control of content to provide a consistent brand message that assured shoppers received the right information. Finally, Pattern's customer service engaged with consumers to ensure a positive brand experience beyond the transaction.

"Prior to Pattern, we had two individuals spending a lot of time and not making much progress. Going to the next step of making Pattern our sole Amazon reseller was critical to achieve the control we ultimately needed and have been able to maintain. They treat our brand as if it was their own. We trust them with our brand." — Mandy Kraynik, Integrative VP of Innovation

- Compound revenue growth from Jan. 2018 to Jan. 2020 is 39%.

- Having one authorized seller (Pattern) helped their brand be represented with integrity on Amazon and the other platforms.

- Expanded Integrative's product offering to Google Shopping.

- Through our Predict software, Integrative can monitor key metrics to get an advantage.

Feetures

Revenue Up 67% in 1st Year

Feetures grew their ecommerce business with Pattern's ecommerce business solutions. Find out more here!

Feetures | Pattern Case Study

Founded by runners and innovators, Feetures are engineered to have a custom-like fit that solve conventional sock problems.

Feetures Pattern case study

How Feetures grew their ecommerce business with Pattern

Feetures faced damaged brand equity due to price erosion on Amazon and multiple unauthorized sellers. They also were challenged by the high cost of optimizing images and content on their ecommerce channels. This led to an inconsistent brand message throughout content and across sellers.

- Damaged brand equity due to price erosion on Amazon.
- Multiple unauthorized sellers.

- High cost of optimizing images and content.
- Little bandwidth and budget to optimize creative.

- Inconsistent brand message throughout content and across sellers.
- Listings were not up to par with their brand.

- Needed better data and reporting about their Amazon listings and unauthorized sellers.

With Pattern's ecommerce knowledge and expertise, we were able to give Feetures the resources they needed to empower them to uphold MAP, including our Predict software to to identify unauthorized sellers and connection to legal counsel to remove them. Lastly, Feetures' access to Pattern’s digital marketing team of creatives, advertisers, and marketplace experts helped them optimize images and content on all their Amazon listings.

Pattern and Feetures' combined efforts led Feetures to experience increased brand equity online, regain control of their online channel with 99% MAP compliance, and grow revenue nearly 70% in their first year partnering with us.

- Optimized images and content.
- Maintained a consistent brand message across all marketplace and Amazon listings.

- Revenue grew 67% from 2017 to 2018.
- Feetures revenue grew 20% YoY from 2018 to 2019.

- Marketplace expansion to sell and monitor products on 3 marketplaces.

- Regained control from unauthorized sellers and improved conversion rates.
- Feetures achieved 98% MAP compliance in their first year and now average 99% MAP compliance overall.

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.

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

Case Study