Tambo Amazon Consultants - John Frieda


Amazon Vendor Background

Bioré and John Frieda are premium skincare and haircare brands owned by the Kao Group, a cosmetics company headquartered in Tokyo, Japan.

The Amazon Marketplace Challenge

Active in the Amazon marketplace as a vendor growth rate for Bioré and John Frieda had slowed H1 2018, making their ambition to increase their category position difficult. At the same time advertising spend was being increased to keep up with competition but was not optimised to effectively target customers. Kao Group engaged Amazon experts Tambo to fulfil a comprehensive review of Bioré and John Frieda brands, market & competitor activity and construct a Performance Report including recommendations to improve sales.

The Amazon Sales Consultant Journey

1. Audit & Analysis

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Our process began with a comprehensive study of the skin care and hair care categories on Amazon, including market size and structure, category dynamics, key trends and major players. We analysed and compared to key competition and category benchmarks across performance measures: Listing, Discoverability, Advertising, Page Content, Brand Building, Monitoring & Management, Customer Experience, Merchandising.

2. Recommend & Focus

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From this wealth of information, we created a Scorecard of performance against key competitors and Best in Class (BIC). The Scorecard graded Bioré and John Frieda’s performance on key measures, so they could visually see their strengths and weaknesses. All findings were delivered in an actionable Performance Report with a prioritised plan to improve sales on Amazon.

3. Implement & Manage

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We put together an Amazon online marketing strategy in which actions were prioritised according to their contribution to sales. For Example:

•      New product assortment & packaging

•      New product titles to include top relevant keywords

•      Re-organised variations to correctly group products

•      Re-set advertising plan

Client Feedback

‘In their performance report, Tambo uncovered insights on our Amazon advertising performance which once addressed have significantly reduced our ACOS and increased our revenue in Q4 2018. And now that Tambo is running our AMS campaigns we are seeing an ACOS over a 100% better than lifetime average.’
— Olga Gusseva, UK National Account Manager, Kao

Tambo’s Amazon Marketing Expertise Delivers Results

Tambo’s Amazon marketing expertise has enabled Bioré and John Frieda to achieve +13% increase in sales (pre vs. post optimisation).

Following the Amazon Performance Review, Tambo has been appointed to run the Amazon Advertising account for Bioré and John Frieda taking over from Zenith Optimedia. In the first three months we have managed to bring down ACOS by 17% and are now operating 5% below the category average.

‘Tambo completed a comprehensive review of our Amazon performance on John Frieda and Bioré brands in the UK. Their detailed analysis of our category and product catalogue has provided us with actionable insights and recommendations which we are using to improve our sales performance. Whilst we are only a short way through implementing the roadmap, we are already seeing the impact on results.’
— Olga Gusseva, UK National Account Manager, Kao

About Kao Group

The Kao portfolio of over 20 leading brands including Goldwell, Jergens, Kanebo, and Molton Brown, are part of the everyday lives of people in Asia, Oceania, North America and Europe.

Combined with its chemical division, which contributes to a wide range of industries, Kao generates about 1,500 billion yen (GBP 10 billion) in annual sales. Kao employs around 33,000 people worldwide and has 130 years of history in innovation.

About Tambo

Tambo is an Amazon business consultant helping brands grow on marketplaces. By combining technology and talent our Marketplace Services Platform helps brands and retailers grow their sales on Amazon, whether they are starting out, looking to expand or simply optimising their current listing to drive performance.