Upriver started working with ITC, the cigarette to FMCG conglomerate, on Amazon.in and setting up distribution by leveraging Amazon’s unique local shops program. The warehousing infrastructure was already in place in 12 cities and the client wanted to use the same facilities to expose inventory on more channels.
As we knew, Amazon delivery SLA’s are not being fulfilled by some ITC warehouse, we decided to set up different account for each Warehouse so that in case 1 warehouse falters on SLA the entire account does not gets suspended
Food products is a tricky category to work on Amazon due to various FSSAI regulations. To fasten the process, we negotiated with Amazon to provide a dedicated account manager to take all the relevant approval on all 12 accounts and adhere to the project’s internal timeline.
Of 1,000+ sku of ITC, we prioritised the sku’s that should be made live first. Some of the filters used were –
Winning the buy box was our top priority. To achieve the same, we integrated a sophisticated 3rd party Amazon buy box chaser that helped us win more buy box as well improve profitability by driving the price up whenever the opportunity arose..
Our team liaised with Amazon to register all 12 warehouses with the Seller flex program. It enabled the delivery of Pan-India orders while keeping shipping costs to the minimum as deliveries could happen from the nearest warehouse location.
As only brand level ads were being pushed by individual brands, we decided to make a more holistic strategy using various formats of Amazon Ads like Sponsored Products, Sponsored brands and Sponsored Display
Within three months of working with Upriver, ITC sales on Amazon surpassed its own ITCstore.in sales and 9 out of 12 warehouses turned profitable from an operational point of view.
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