What The Brand Needed
Dairy brand selling on Amazon through Seller Central and the Fresh grocery program saw a huge COVID surge (5X typical monthly volume) due to the first wave pantry loading
After running out of stock for a couple of weeks, there was an overcorrection when the equivalent of 8+ months worth of inventory was shipped to Amazon
Demand suddenly returned to normal levels when the panic-buying subsided, meaning several Amazon products were dangerously overstocked
The brand turned to Bobsled to rapidly increase sales for overstocked items as quickly and efficiently as possible.
How We Helped
Step 1: Thorough listing optimization (new keyword strings, titles, bullets, descriptions, updated media gallery images, refreshed A+, new video content)
Step 2: Full ad campaign buildout and associated elevated ad budget levels
Step 3: Aggressive promotions calendar that alternated between social media/influencer promo codes, sale prices, 7-day deals, coupons, a Lightning Deal, Prime Exclusive Discounts and Buy One Get One (BOGO)
568% Total Sales Increase
Bobsled started managing the account on June 12th. Total sales increased considerably until August.
From $21,392 to $142,941.29
Boosting Sales Through Promotions
Percentage Off Coupon
59% ↗ in sessions and 8% ↗ in daily sales
Percentage Off 7-day Deal
119% ↗ in sessions and 18% ↗ in daily sales
Percentage Off Sale Price
267% ↗ in sessions and 18% ↗ in daily sales
597% ↗ in sessions and 584% ↗ in sales
Promotion Performance Analysis
Reasons for the success of this specific BOGO promo include:
Reason #1 - Grass Roots Social Sharing
The brand’s social posts were picked up by other FB groups that specialize in deal finding. The highly volatile hour-by-hour nature of sales for this account during the time (see below screenshot) indicates external traffic sources sending large amounts of traffic over short intervals of time.
Reason #2 - The Price Elastic Nature of Grocery Commodities
There are likely enough Amazon deal shoppers looking for high value (i.e. organic/grass-fed) dairy products that aren’t particularly brand loyal and will easily switch to the product with the lowest price per oz. Thus, a promo as drastic as BOGO will convert a majority of these shoppers.
Reason #3 - Internal Amazon Marketing
The organic flywheel of increased conversion (both paid and organic) propelled these promoted products to highly visible browsing areas within Amazon’s search ecosystem.
Our Work With Clients
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