Pattern x FINIS: Winning Amazon in a Year

To increase revenue for FINIS on Amazon Australia, Pattern implemented a comprehensive and multifaceted strategy. This strategy was designed to establish and reinforce FINIS’ position as a premier brand within the swim equipment category, showcasing its extensive and diverse product offerings to a wide customer base.

1. Strategic Content Activation

To improve customer experience and the visibility of product listings on Amazon Australia, a comprehensive A+ content strategy was rapidly developed and implemented. This involved creating visually appealing and informative enhanced brand content for product detail pages. 

Simultaneously, a branded storefront was designed and launched within a compressed timeframe. The creation of A+ content aimed to provide richer product information, highlight key features and benefits, and incorporate engaging visuals like high-resolution images and videos. This enhanced content was intended to address customer queries proactively, increase engagement, and ultimately drive conversion rates. 

The development of the brand storefront provided a dedicated space for the brand on Amazon, allowing for a curated presentation of its product portfolio, reinforcing brand identity, and fostering customer loyalty. 

The swift execution of both the A+ content and the brand storefront initiatives was crucial to capitalise on immediate market opportunities and establish a strong brand presence.

2. Buy Box Strategy and Supply Chain Precision

To improve Buy Box win rate and customer preference, Pattern implemented several key strategies. Firstly, a dynamic pricing strategy was adopted to ensure consistently competitive prices compared to other sellers. This involved continuous monitoring of competitor pricing and adjusting offers accordingly to remain attractive to price-sensitive customers.

Secondly, meticulous inventory management was prioritised to avoid stockouts, which can negatively impact Buy Box eligibility and customer satisfaction. 

Pattern collaborated closely with FINIS to thoroughly analyse and address inefficiencies in the inventory replenishment process. This proactive approach ensured sufficient stock levels were maintained to meet customer demand and improve overall supply chain performance. 

These combined efforts aimed to provide a compelling offer to Amazon customers, increasing the likelihood of winning the Buy Box and driving sales.

3. Building Brand Visibility and Marketplace Defence

Through targeted Amazon Sponsored Products campaigns, a substantial brand defence strategy was implemented, resulting in significant visibility and engagement. 

These campaigns generated an impressive 1.21 million ad impressions early on, indicating the breadth of reach achieved within the Amazon marketplace. Furthermore, the campaigns garnered a total of 4,200 ad clicks, demonstrating active interest from potential customers who were exposed to the brand’s advertising. 

This level of engagement suggests that the ad creatives and targeting parameters were effective in attracting relevant traffic. 

The success of these campaigns in generating both high impression volume and meaningful click-throughs underscores their contribution to protecting and promoting the brand’s presence on the Amazon Australia platform.