Preserving Margin Through Optimisation
This customer was growing on Amazon, but their margin was not. This article explores how my optimisation-first strategy not only preserved but enhanced the margin for my client.
Understanding the Landscape:
To begin, I conducted thorough research on the client's industry, identified key competitors, and analysed market trends. This knowledge allowed us to identify areas of potential optimization and make informed decisions that aligned with the client's business objectives. We channelled these learnings through all levels of the platform, right down to improvements relating to A+ content (EBC and Brand) and bullet points.
Data-Driven Decision Making:
Armed with comprehensive data, our optimization-first approach focused on making decisions based on real-time insights. We utilized analytics tools to monitor product performance, track customer behavior, and identify patterns that could inform strategic adjustments. This data-driven mindset empowered us to optimize advertising spend, refine product listings, and allocate resources where they would have the most significant impact on preserving margins.
Strategic Pricing and Promotions:
With a thorough understanding of the competitive landscape, we implemented a strategic pricing and promotions strategy. Rather than engaging in price wars, we leveraged data to identify optimal price points that offered value to customers while preserving my client's profit margins. Additionally, targeted promotions were strategically deployed to stimulate sales without compromising the overall profitability of the business or put pressure on promotions running in other channels.
Refining Advertising Strategies:
My optimisation-first approach also extended to advertising strategies. I conducted rigorous keyword research, optimised ad copy, and continuously monitored campaign performance. By focusing on high-converting keywords and eliminating inefficiencies, we maximized the impact of advertising spend, ensuring that every dollar invested contributed to increased visibility and sales without eroding profit margins.
Results:
Improved Profit Margins
Improved Return on Advertising Spend (ROAS)
Decreased ACoS