Overview

Pioneers in active ingredient based skincare range, this brand was started out of dire need for products that were solution-centric. While there were many options, most  of  them  were  formulated  to  cater  to  large number of customers, rather than addressing their skin concerns. This was also a problem that the founder has faced  herself  as  she  couldn’t  find  a  product  that helped. This experience led her to educate and train to start her own skincare brand.

Initial Situation

  • The client was the very first player to introduce the single-ingredient serums in the Indian and International market and enjoyed a loyal base of customers  on their own website only.
  • They wanted to increase their customer base and wanted to cater to a broader audience on Amazon and improve the brand’s reach.
  • When the digital economy was booming during COVID-19 times, the brand decided to expand its online presence and approached Upriver for assistance.

Key Challenges:

1.A dynamic competitive environment with many new players launching brands every month.

2.Very competitive category, with high CPC’s

3.High pricing compared to close competitors.

4.Even branded  keywords  in  the category  were highly competitive.

UPRIVER’S STRATEGY

Marketplace Strategy

 

  • Upriver team understood   the   competitive landscape  and  came  up  with  a  short-term  and  a long-term strategy to smoothly navigate the brand on Amazon
  • The plan detailed  a  complete  strategy  around pricing,  content,  reviews,  off- off-marketplace traffic, warehousing, and advertising
  • Priority given to SKU’s which were in everyday use as Amazon’s data  suggest that  everyday  use category tends to work better.
  • Competitor brands were  studied  to  find  out  the best  selling  products  on  Amazon  and  similar competing product SKU’s were listed for brand on priority.
  • Data from brand’s D2C site was studied to figure out products that  performed  better in terms  of sales and conversion.

Upriver’s Strategy

CONTENT STRATEGY:

  • Added top-performing, hyper-relevant keywords  to  the  title  and  backend search term.
  • Shared a detailed  SOP  of  information required  to  do  a  premium  listing, including hygiene factors.
  • Highlighted each product’s unique value proposition (UVP)
  • Focused on benefits,  not  features  of each product.
  • Detailed analysis of competitors listing was done to  understand  customer feedback on their products.

Upriver’s Strategy

AI-Driven Advertisement Strategy

Since the beauty category on Amazon is extremely competitive, we knew that a robust advertising strategy would be a key lever in helping us achieve the brand’s objective of growth and profits. We onboarded the brand on Perpetua, an AI advertising software for Amazon Advertising.

  • Perpetua handled all statistical data crunching and then made a decision using its machine-learning algorithm.
  • Upriver Team could then focus on taking all strategic decisions like experimentation, going aggressive / reducing spends on SKUs, including/excluding categories in advertising.
  • Perpetua keeps scraping data from the Amazon buyer portal to better understand placements in real time.

RESULTS & IMPACTS

How Upriver Boosted a BPC Brand’s Revenue 68× While Reducing ACoS: A Business Case Study

– From a sales of under INR 55,000 in Sept’23 Upriver achieved a sales of over INR 38,00,000 in Sept’24.
– Achieved & maintained a TACOS of 22%.
– Increased brand presence and branded searches on Amazon.
– Increase in Impressions and Clicks by 1.5x Month on Month, since starting the engagement.
– Seeing the success of this brand, Upriver now manages Amazon & Flipkart for Indian & US market.

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