Case Study 1: Consumer Electronics Manufacturer
Flat sales results online led the company management team to review all options. The outside sales representative was unable to show a return on an advertising investment in a new product launch. Only products selected by the online buyer were being listed. Lead times to update listings were as much as 6 weeks.
In month 1, Potoo set up the branded storefront reviewed and updated all product listings and added products not previously offered online. In month 2, stocking of all products at the online marketplace allowed for demand planning using sales data.
The company had its first #1 product online. In less than 3 months was able to 4x sales and with increased profit year over year. Proper stocking and sell through has significantly reduced cost of sale. The company now has an effective way of selling overstocked and obsolete inventory.
Case Study 2: Housewares Manufacturer
Only selling to distributors who then sell online has allowed the brand image to be left uncontrolled. Listings are managed by others leaving poor wording and pictures. Competitors are selling significantly more online with little or no effort.
Week 1, all products are properly listed on the new storefront. Products and product bundles are organized and stocked at the online marketplace based on test sales data. Use of Social Media drove click through data and views linking products to consumers.
The quick review and update of product listings positioned the brand to take a leadership position online. Sales and profit increased 3x.
Case Study 3: Health and Beauty Manufacturer
The company owner was completely frustrated by e-commerce results. Selling through third party representatives allowed the brand reputation and customer satisfaction ratings to deteriorate. The company board agreed to remove all products from online sellers and sell online only through their own company website.
We agreed with the company owner to allow us a 6 week trial. We wanted to show that Amazon, the most important e-commerce channel, needs to be managed and not abandoned. Potoo set up the company storefront and took control of the listings and brand. Potoo worked with Amazon to identify and remove sellers that were selling counterfeit products. Potoo closely monitored customer satisfaction with quick response to any issues.
Sales and customer satisfaction improved significantly. The company has re-evaluated their online strategy and decided to stay with the online marketplace.