All Seasons Gazebos
Reviving Sales in a Challenging Market
All Seasons Gazebos (Rohen Ltd) specialises in the creation of robust and resilient gazebos, as well as finely crafted Chef’s Knife sets.
Selling in the UK and EU, the company prides itself on its commitment to delivering products of exceptional quality that are not only durable but also accessible in terms of affordability.
Global Amazon Markets
- Amazon UK
- Amazon France
- Amazon Germany
- Amazon Italy
- Amazon USA
The Challenge
In response to a downturn in performance following a notable surge during lockdown, Rohen Ltd sought our assistance in orchestrating a strategic revival. In addition, the company had experienced a drop in organic growth.
In coming to Fluid, Rohen’s objectives were to:
- Generate profitable revenue growth YoY
- Have an optimised Brand Store and product listings
Services
- Advertising for Amazon
- SEO for Amazon
- A+ Content for Product Detail Pages
- Brand Stores for Amazon
- Brand Story for Product Listings
The Solution
To achieve Rohen’s business goals, we knew we had to:
- Guide the company towards achieving sustainable growth in a landscape filled with cheaper alternatives
- Rejuvenate their creative approach to improve their organic ranking
Our strategy was to:
- Review their organic listing to identify if their product Titles, Bullet Points and Back-end Keywords include top terms
- Update the A+ content of their listings to convey quality and key product information
- Redesign the Brand Store
- Implement Brand Story
- Increase brand visibility by advertising across all available campaign types and showing ads in the top placements
The Work
With our Amazon marketing strategy laid out, we then:
- Incorporated key terms into the Title, Bullet Points, and Back-end Keywords, thereby enhancing their visibility and ranking potential
- Implemented A+ content starting with their top sellers with the highest chance of ranking high organically
- Redesigned their Brand Store for a more seamless customer journey
- Implemented Brand Story content across the entire product spectrum, thereby articulating the brand's narrative
- Reorganised the portfolio by product line to easily spot high-performers and monitor underperforming products
- Implemented a full-funnel ad strategy encompassing various ad types to increase brand awareness and foster product consideration
- Expanded their coverage in key placement positions and search results for relevant terms
- Escalated advertising activities during promotional periods when conversion rate is at the highest to increase sales velocity
EU Expansion
After two months of working on the Amazon account in the UK, Rohen asked us to manage their existing Gazebo vendor accounts in Germany and Italy.
It was the first time the company has sold Gazebos in the marketplaces in partnership with Amazon.
In taking over these accounts, we:
- Expanded the advertising campaign coverage
- Explored all possible targeting types to discover the most optimal way to promote the products
- Took over SEO optimisation of the product listings
- Improved the A+ Content
- Provided translation of the organic elements of the new product listings from English to the local language
- Researched and introduced new keywords to capture local nuances in search term results
The Results
As a result of our strategy, we saw, YoY:
- 46.8% increase in revenue
- 40.5% increase in orders
- 4.5% increase in AOV
- 3% decrease in TACoS
- Achieved Amazon’s Choice Badges between gazebos and knives products
- Made the Top 5 of Best Sellers Rank for Gazebos
EU Expansion
Rohen’s products are sold and fulfilled by Amazon, working directly with the marketplace as a vendor. As such, their key goal for their European accounts is for Amazon to reorder for the year ahead.
In order to ensure this happens, Rohen must sell enough products throughout the year. Because of the overall success of our work on the German, French and Italian accounts, Amazon agreed to reorder for 2024 across the EU marketplaces.
Our work
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