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Industry
Footwear & Accessories
Location
United States
Timeline
2014 – ongoing
Brand Overview
Started 5 years ago, Nisolo, which means not alone in Spanish, is a brand devoted to its customers and its supply chain. It began in Peru, employing a team of artisans, crafting leather shoes. Patrick Woodyard, working in the microfinance world, was stunned by the workmanship but frustrated by the lack of a market. So he founded a company, specializing in leather shoes and catering to the American market. LA-based designer Zoe Cleary partnered with him to create classic designs, with everlasting appeal (transcending seasonal fashion trends).
Romanza Services
- Catalog Management
- New Product Creation
- Parentages
- Listing Reinstatement
- Listing Optimization
- Brand Store
- Brand Content
- Infographics
- A+ Content
- Amazon Social Posts
- PPC
- SEO
NISOLO
The Challenges
Improving Catalog Management – The catalog was all over the place, parentages were not correct and products were often showing in other categories.
Conversion Rate – Even Though the brand has a unique proposal and can appeal to a wider audience, conversion rate was lower than the average for footwear. The brand’s message could be improved.
Creative Assets – The creative assets were not retail ready for Amazon, they needed to explain how this product added value to the shopper while also telling the story of the brand.
Advertisement – Campaigns were not optimal to grow market share and defensive efforts to keep Nisolo listings from being targeted by competitors were non-existent.
Account Health – Keeping larger amounts of slow moving inventory were affecting it’s account health, and Amazon was reducing the inventory available, thus, making very hard to keep the listings in stock.
The Approach
In order to define our strategy, we started by analyzing our target market and its size.
We then followed a plan integrated with the following elements:
- Catalog Management
- Creation of correct parentages to boost sales on the products that needed to increase sales
- Listing creation and optimization from A-Z, with new products as the catalog is growing.
- Adding new shoe styles and accessories to listings in accordance with.
- Heavy focus on FBA catalog development.
- Marketing & Design
- We used the brand’s mission and assets to create compelling A+ Content, Infographics and Copywriting to address the customers’ lifestyle communication needs.
- Focused our proprietary process on seo to improve ranking, indexing and traffic.
- Advertisement
- We created campaigns with the main keywords, competitors, category, video and defensive targeting of our main competitors and our products to avoid customers window shopping in other listings.
- We continuously create value through posts so customers looking for solutions know our products.
- Spending on ppc strategically (maximize investment since the shoes space is (crowded)
- PPC campaigns updates prior to the change in seasons and consumer behavior.
- Account Health
- Inventory management to maintain a healthy IPI score (again due to the large catalog and many SKUs since each style and variation has several sizes)
- Auditing sell-through rates and processing removal orders to Nisolo’s warehouse as needed
The Impact
- Started with Listing creation and optimization from A-Z and building and updating their brand store to be cohesive with their own online store considering seasonality.
- Increased conversion rate by a 169%
- Increased revenue from 202k to 613k
- Increased revenue YoY in February by 324%
