Yoga Case Study

Brand Partner Since November 2016

A leading yoga apparel brand re-entering the marketplace had issues maintaining brand integrity and solving the challenges that had forced them to terminate their previous relationship with Amazon.

Challenges

Retail Bloom partnered with a yoga apparel brand re-entering the marketplace with concerning brand integrity and unsolved problems on Amazon. By reviewing past challenges and analyzing this competitive market, Retail Bloom found low price alternatives as well as poor search results deterring potential buyers. Also, the content integrity was not being properly monitored or protected from other sellers.

Yoga Mat

Free fall of brand equity due to changes in perceived retail price

Unknown number and unknown identity of unauthorized 3rd party sellers

Difficulty protecting content integrity

Actions

Retail Bloom took multiple steps to create a plan of action to help this brand thrive on Amazon. After completing an overall analysis, Retail Bloom implemented an inventory management strategy giving the brand strategic fulfillment options to automate customer satisfaction. Also, Retail Bloom updated their merchandising efforts by reviewing 2,000 SKUs and optimizing over 80 product listings with keywords, images, Enhanced Brand Content, and videos. Retail Bloom executed new promotions and advertising strategies to lift sales by increasing exposure to target customers.

Implemented a new inventory management strategy utilizing Fulfillment by Amazon and seller fulfilled options

Tactical merchandising strategy based on full inventory and product listing audit

Reviewed and updated 1,200 SKUs

Optimized over 250 product listings

Leveraged SellerSightâ„¢ toolset to identify and shut down unauthorized sellers

Results

Achieved 69% sales growth over a 6 month period

Generated a 45% advertising sales lift over a 6 month period

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