The Challenge
Our client is one of the UK’s leading manufacturers of electric heating solutions. They have been trading via a 1P model on Amazon for several years but were facing a significant YoY decline in sales. They lacked internal direction for Amazon with limited in-house expertise on how to manage and grow the business. They faced issues getting Amazon to accept cost price increases and were getting no obvious benefits from their existing AVS service.
How Etopia Helped
Etopia were brought in to conduct a thorough audit of their Amazon business and we spent over 10 hours in initial consultation meetings with all key stakeholders in the business scoping out strategy and internal processes. Armed with these insights, Etopia then conducted a deep dive into the clients UK & EU Vendor accounts to help pull together an extensive assessment report outlining key recommendations to help move the account forward.
Outcome/ROI
Our client have now retained us to help implement some of the key findings from the audit and assessment including:
- Recruitment support to build out a stronger Amazon team to manage both the UK and EU business functions
- Support with terms negotiations for 2023 and assistance in setting up new Vendor codes to help manage products
- Support with setting up new KPI reporting metrics that were never previously looked at including ASP, Buy Box %, Organic Keyword Rankings, BSR
- Introducing changes to the PDPs to help improve conversion such as the Brand Story module
- Selective Distribution Agreement and channel enforcement strategy to reduce Lost Buy Box %
