Martins Chocolatier
Overcoming HFSS restrictions in the UK for sweet success and strengthening advertising efforts with SEO to produce 50% increase in revenue
Martin’s Chocolatier is an independent chocolate company specializing in artisan European chocolates. They sell handmade chocolates sourced from a wide range of internationally-renowned artisan chocolatiers.
Global Amazon Markets
- Amazon UK
The Challenge
In Q4 of 2022, Martin’s faced challenges due to HFSS restrictions. Over 50% of their products became non-compliant for advertising practically overnight.
This led to a loss of visibility and customer discovery opportunities – in the previous quarter advertising accounted for 46.6% of revenue.
In addition:
- Q4 is the pinnacle quarter of the year for chocolate companies
- Martin’s faced fierce competition for market share from big name brands
Our objective was to:
- Maintain competitiveness against established brands
- Achieve 30% increase in YoY Q4 revenue
- Increase Brand Store visitors by 500%
Services
- Advertising for Amazon
- SEO for Amazon
- A+ Content for Product Detail Pages
- Brand Stores for Amazon
The Solution
To combat HFSS, our strategy was to:
- Conduct competitor analysis to identify top-performing products
- Use findings from competitor analysis to optimize our listings
- Leverage Amazon's Brand Analytics to incorporate popular search terms into our advertising campaigns
- Enhance our best-selling products
- Improve the shopper's Brand Store navigation experience
- Identify and address any product gaps in our existing advertising campaigns
The Work
To optimize our advertising reach, we:
- Reviewed the selection of current advertised ASINs
- Built new campaigns that plugged the product gaps
- Introduced new keywords and search terms
- Launched new products that were HFSS compliant
To improve the conversion rates of our ads, we:
- Improved product titles based on gaps identified by our competitor research
- Enhanced the information in the bullet points on product pages
- Enriched our bestselling range with A+ content
Finally, we improved the Brand Store by:
- Showcased our best selling products across different customer segments on the homepage
- Streamlined the sub-pages and positioned the most popular products at the top
The Results
Year-on-year, we saw:
- 1786% more traffic to the Brand Store
- 478% increase in ad revenue
- 50% increase in total sales
- 914% increase in impressions
- 319% New-to-Brand orders
- 1,786% increase in Brand Store visitors
Our work
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