American health and wellness brand
Sales up 177%, units up 137% and profit up 67%, year on year
An American health and wellness brand. We found the hero products, protected the margin and made the advertising pay its way.
01 · The starting point
An American health and wellness brand with a wide range, where effort and ad spend were spread evenly across products that did not all deserve it, and margin was being given away to buy sales.
Spreading effort and budget evenly was buying sales at the expense of margin.
American health and wellness brand
- Sales, year on year
- +177%
- Sales, year on year
- Units sold, 4,320 against 1,819
- +137.5%
- Units sold, 4,320 against 1,819
- Profit, year on year
- +67%
- Profit, year on year
The key insight
“Put the focus, stock and budget behind the products that actually drive revenue and profit.”
02 · What we did
The plan, step by step.
- 01
Found the heroes
We went through the whole range product by product to see which listings actually drive revenue and profit, and put the focus, stock and budget behind them.
- 02
Protected and grew margin
Pricing, promotions and ad spend were all judged on what they leave in the bank, not on top line sales.
- 03
Made the advertising work
Campaigns were rebuilt around the hero products and the search terms that convert, with spend cut wherever it was not paying its way.
03 · The result
Year on year, sales up 177.3%, units sold up 137.5% (4,320 against 1,819) and profit up 67%.
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