Le Col
Increasing Revenue by 161%: Venturing into Uncharted Territories Using Amazon FBA.
Le Col is a premium cycling brand that’s on a mission to create the best performance cycling apparel in the market.
In order to unlock the next phase of the company’s growth, we helped them launch in the United States, using Amazon FBA to assess the viability of wider global expansion initiatives. This was then followed up with expansion into Amazon Canada and Amazon Germany.
Global Amazon Markets
- Amazon USA
- Amazon Germany
- Amazon Canada
The Challenge
After successfully launching Le Col on Amazon US in 2022, they challenged us to double their revenue on the marketplace in 2023.
They also wanted us to lower the YoY TACoS from 40% to 25%, and increase ad impressions by 30%.
As a premium cycling apparel brand in a market saturated by lower-priced competitors, this was a formidable task. Advertising costs were rapidly rising, and consumer spending was slowing due to socio-economic factors.
Our mission was to persuade customers to choose quality products, even if they come with a higher price tag.
Services
- Listing Optimisation
- A+ Content creation
- Brand Store creation
- PPC campaign creation and management
- A/B testing
- Keyword and competitor research
- Pricing and promotion strategy
- Review generation strategy
The Solution
Our strategy was to focus on improving the conversion rate (CVR) through a combination of advertising and organic work on the Le Col Amazon US account.
Techniques included:
- Keyword and competitor research
- Aligning our advertising efforts with seasonal demand
- Expanding coverage of Sponsored Display campaigns
- Increasing AOV by introducing ‘virtual product bundles’
- Improving Brand Store navigation
- Adding new products
The Work
Advertising
- Used the Advertised ASIN reports to refine the products we advertised
- Introduced brand-protection campaigns
- Identified gaps in our strategy, which we then addressed with new campaigns
- Increased our level of competitor targeting
- Prioritised high-quality lifestyle imagery in our Sponsored Brand campaigns
- Added brand ambassadors such as Bradley Wiggins in creative assets
Organic
- Added accessory products to serve as ‘halo’ products
- Ran A/B tests through Amazon Experiments
- Fast-tracked the product launch phase by enrolling new items into Amazon Vine
- Strengthened best-selling products with bespoke A+ Content
- Implemented a mega menu navigation on the Brand Store
- Utilized Amazon Posts to engage with brand followers
- Introduced new sizing guides on A+ Content to reduce returns
The Results
Year-on-year, through a combination of advertising and organic improvements, we were able to:
- Smash our primary goal, increasing YoY total revenue by 161%
- Grow ad impressions by 45.7%, exceeding 22 million
- Increase brand followers by 164.8%
- Boost Brand Store revenue by 122%
The work went on to win Best Use of Amazon Ads at the 2024 UK Paid Media Awards.
Related reading
Our work
View more case studies
Contact us
Ready to work with a leading Amazon growth agency?
Kickstart your sales on Amazon today. Get in touch for a chat about your Amazon Strategy.