Case Study
Indulgeo
Indulgeo Essentials, an Organic skincare brand with 80+ ASINs on Amazon and Flipkart. Despite a broad spectrum of offerings, the brand faced hurdles in optimising its marketplace performance. The journey began when they sought out Intent Farm’s expertise to amplify their Amazon and Flipkart operations. The goal from the brand was simple : profitable scale.
Campaign
Marketplace Growth – AMZ & FK
Industry
Key Growth Levers
12 Months In, Here Were Our Results
Improvement in Revenue
0
%
Reduction in TACOS
0
%
Organic Sales Growth
0
%
Here's How We Did It!
Key Challenges
Suboptimal Listing Quality: The listings across both platforms were not fully optimized to capture the target audience’s attention, affecting the organic ranking and conversion rates of the products.
Inefficient Campaign Structure: With over 120 campaigns running on Amazon, the account structure was chaotic, leading to poor performance and high Advertising Cost of Sale (ACoS).
Approach
The collaboration between Intent Farm and Indulgeo Essentials isn’t just a testament to overcoming marketplace challenges but a narrative of how strategic, data-driven approaches can significantly uplift a brand’s marketplace performance.
- Holistic Listing Optimization
Conducted a thorough analysis to pinpoint areas of improvement within the product listings. Implemented enhanced brand content, optimized title and bullet points, and utilized high-quality images to improve listing quality. Monitored and adjusted strategies to improve both conversion rates and organic rankings continually.
- Strategic Campaign Restructure
Executed a meticulous audit of all 120+ campaigns to identify underperforming and overlapping keywords. Restructured the account by segmenting campaigns based on performance, thereby ensuring efficient bid management.
- Systematic & Ongoing Optimisation
Our continuous and ongoing optimisation of campaigns allowed us to eliminate every possible leakage and reduce TACOS continuously to help achieve the brand’s goal of profitability.
Impact
Profitable Scale Up
Witnessed a 130% uptick in sales; while the Contribution of organic sales to overall sales surged by 40%, a testament to improved organic rankings and listing quality.
Cost Efficiency
We brought Total Advertising Cost of Sale (TACoS) from 40% to a mere 8%. ACoS was reduced from 70% to 16%.
Sales & Rankings
Products ranking in the top 100 Best Sellers Rank (BSR) in their category – more than doubled.
