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
Skincare
Key Growth Levers
Marketplace Growth
Case Study
Indulgeo
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).
8 Months In, Here Are Our Results
30%
Sales Growth
40%->8%
TACOS REDUCED
40%
Organic Sales Growth
APPROACH
Patience Pays
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
Cost Effective Lead Generation
Witnessed a 30% 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.
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