Transforming E-Commerce Performance through Strategic Overhaul
The brand’s e-commerce performance was hindered by a high ad spend that did not translate into proportional RoAS. The frequent stockouts and listing blocks further exacerbated sales losses. Resellers were affecting the brand’s Buybox win rate, leading to a diminished presence on the platform. Additionally, the account’s health was declining due to customer complaints and other performance issues.
- Ads Strategy and Campaign Structure Optimization: The brand overhauled its advertising approach, focusing on granular expense management to handle expenses on a monthly, daily, and even hourly basis. This allowed for more precise adjustments and better allocation of the ad budget.
- Product Priority Restructuring: Products were reprioritized based on their profitability levels. This restructuring influenced ad spending and discount strategies, ensuring that the most profitable products received the appropriate focus and resources.
- Buybox (BBX) Real-time Monitoring and Defending: A robust system was put in place to monitor the Buybox status in real-time, allowing the brand to react quickly to any threats from resellers and maintain control over its product listings.
- Inventory Forecast Optimization: An in-house system was developed to enhance inventory forecasting, reducing the frequency of stockouts and ensuring that popular items were always available for customers.
- Prompt Response to Cases: The brand committed to responding quickly to customer complaints and other account-related issues, improving overall account health and customer satisfaction.