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Microlit Case Study
166%
Increase in Sales
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104%
Increase in Engagement
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1
Top 1 in its Category
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360
Days with AMZ Consult
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Boosting Sales in Laboratory Equipment: A Strategic Approach to Overcoming Market Challenges
In the competitive world of laboratory equipment, standing out amidst a flood of low-priced alternatives is a significant challenge. Our client, a company renowned for its innovative, research-driven products, faced declining sales as cheaper Chinese products entered the market. However, through a series of strategic initiatives, they managed to not only stabilize but also grow their sales, particularly in the niche categories of pipettes, dispensers, magnetic stirrers, and pipette tips. Here’s how they did it.
Tackling Market Challenges
The primary concerns for our client were:
- Competing against low-priced Chinese products.
- Reversing a declining sales trend.
- Growing sales in a niche market.
- Moving inventory of slow or non-selling products.
- Increasing B2B orders, which were previously a major revenue driver.
- Removing hijackers from their Amazon listings.
- Controlling Advertising Cost of Sales (ACoS) and Total Advertising Cost of Sales (TACoS) without sacrificing revenue and profit.
Optimizing Amazon Listings
One of the critical steps was to enhance the visibility and appeal of their product listings on Amazon:
- Removing Hijackers: Worked extensively with Amazon support to eliminate multiple hijackers from the listings, ensuring only the client’s authentic products were available.
- Keyword Optimization: Regularly updated listings to include highly relevant and converting keywords in the title, description, and backend, ensuring they were always indexed with the most effective terms.
- Enhanced Visuals: Updated images and A+ content to highlight the benefits of the products, not just the features. Each listing provided detailed information on what was included in the box and variations, ensuring customers could easily select the correct size.
- Brand Story: Added a compelling brand story to the listing, enhancing customer trust by showcasing the brand’s history and commitment to quality.
Promotional Strategies
To stimulate sales, especially in the B2B segment, and manage inventory effectively, a robust promotional strategy was crucial:
- B2B Specific Coupons: Ran targeted coupons for business customers, encouraging bulk purchases.
- Year-long Promotional Calendar: Developed and implemented a comprehensive promotional calendar to ensure regular discounts and offers.
Effective PPC Campaigns
A well-structured PPC strategy played a significant role in driving sales and managing advertising costs:
- Targeted Campaigns: Focused on different price range variations in separate campaigns, leveraging the 80/20 rule to prioritize top-performing products.
- Low/Non-selling Inventory: Launched campaigns with low bids for slow-moving items, gradually increasing bids on converting targets.
- Exact Match Campaigns: Emphasized exact match campaigns for top keywords to secure high rankings.
- Brand Defensive Targeting: Implemented brand defensive targeting to occupy more space on the listing page, deterring competitors.
- Sponsored Brand Campaigns: Utilized custom banners and videos in sponsored brand campaigns to attract new customers.
- Catch-All Campaigns: Ran broad campaigns with low bids to capture additional sales at a lower ACoS.
- Keyword and Product Negation: Actively managed keyword and product negation in auto and broad campaigns to minimize wasteful spending.
Conclusion
Through a combination of meticulous listing optimization, strategic promotions, and carefully crafted PPC campaigns, our client successfully navigated the challenges posed by a competitive market. By focusing on the unique benefits of their products and maintaining an aggressive yet cost-effective advertising strategy, they not only stemmed the decline in sales but also set the stage for sustained growth in the laboratory equipment sector. This multi-faceted approach serves as a valuable case study for any business looking to enhance its market position and drive sales in a niche category.
Best Seller Rank (Amazon US)
Lab Bottletop Dispensers
Listed No. 5 in Best Sellers for Lab bottletop Dispensers
Lab Single Channel Pipettors
Listed No. 7 in Best Sellers for Lab Single Channel Pipettors
Results (Amazon US)
Best Seller Rank (Amazon CA)
Best Seller in Lab Single Channel Pipettors
Best Seller in Lab Bottletop Dispensers
Results (Amazon CA)
Since the start of our engagement, we’ve seen a remarkable 104% increase in sales, with a year-over-year improvement of 33% from January to April. Additionally, our B2B orders have surged by 166%. Despite these significant sales increases, we’ve successfully maintained our TACOS at 13%.
Summary
Despite the challenging market we have showcased ability to drive growth for this brand.
AMZConsult team relentlessly worked on complete account management along with strategic PPC management.
Check this brief Client Testimonial highlighing the crucial role played by our team in their success on Amazon.
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