AMAZON EXPERTS TAMBO BOOST SALES BY 13% FOR BIORE AND 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
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
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
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
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.
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.
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.