PNS Case Study Image

Optimizaton and New-to-Brand Advertising Increase Amazon Subscribers by 168%

Ryan Faist

Ryan Faist, Channel Key

June 28, 2023

Pet ‘n Shape serves happiness to people and pets through a variety of all-natural treats and chews. Their mission began in 2005 when founder Ahdee Abramson sold dog treats out the back of his car to local Mom and Pop shops. Today, the company is one of the country’s leading dog treat suppliers, offering a wide catalog to satisfy every dog’s unique tastes and needs.

As demand grew, Pet ‘n Shape built a profitable subscription service on Amazon that offered savings to members. Under this model, the bottom of the funnel is motivating customers to join the Subscribe and Save program rather than make a single purchase. Pet ‘n Shape partnered with Channel Key to develop a marketplace strategy to grow and scale its Subscribe and Save business on Amazon.

Approach

  • Identify the Subscriber Funnel
    Narrow the target audience based on Amazon Retail Insights and Seller Central Fulfilled Shipment data
  • Improve Retail Readiness
    Revamp the Pet ‘n Shape Brand Store by performing a content audit and optimizing product listings
  • Drive High Quality Traffic
    Improve organic ranking by targeting high-traffic keywords and those not bid on by competitors
  • Increase New-to-Brand Conversions
    Target new-to-brand buyers through a combination of various marketing levers and metrics

Key Results

  • 168% year-over-year subscriber increase from Q1 2020 to 2021
  • 70% average conversion rate
  • 23% average quarterly growth in new-to-brand customers

Conclusion

An analysis of Pet ‘n Shape’s Amazon business revealed that subscription customers purchase 2.4 times more than non-subscribers. To increase new Subscribe and Save conversions, Channel Key focused on increasing visibility for new-to-brand customers.

After optimizing the Pet ‘n Shape Brand Store, Channel Key utilized Sponsored Brands, Sponsored Display, and DSP campaigns to drive and convert more traffic from new-to-brand customers. This improved Detail Page Views by 26% from Q1 2020 to 2021 and achieved an average conversion rate of 70%. New-to-brand orders from Sponsored Ads grew by 23% each quarter. Overall, Channel Key’s strategy increased YoY Subscribe and Save members by 168%.

Download the full Case Study as a PDF.

2021 CK Case Study - PNS - FINAL-Cover

Mastering Amazon SEO eBook Cover.

Let us send you our free ebook

Mastering Amazon SEO: How to Rank on Page One of Amazon Search

Recent Posts

Infographic of supply chain concept.

Inventory & Orders

Supply Chain by Amazon: A Potential Game-Changer for Ecommerce

Read More
Shipping boxes moving along conveyors.

Account Management

Amazon Seller Fulfilled Prime Reopens on October 1, 2023 (with Big Changes)

Read More
Sponsored Products campaigns appearing off Amazon.

Amazon Advertising

Sponsored Products Campaigns Will Now Appear Off Amazon

Read More
Channel Key website homepage.

Channel Key News

Channel Key Launches New High-Performance Website

Read More
Add to Cart button highlighted on DTC site.

Account Management

Amazon Buy with Prime Now Supports Cart-Building on DTC Sites

Read More
Closeup of mobile phone on a keyboard.

Amazon DSP

An Intro to Amazon DSP: How Brands in Any Industry Can Reach Amazon Shoppers

Read More
Illustration of shoppers running in autumn background with giant cell phone.

Amazon Advertising

Amazon Confirms Fall Prime Sale: Here’s What Brands Need to Know

Read More
Amazon packages on a blue background.

Account Management

Channel Key Clients Break Sales Records on Prime Day 2023

Read More
Seller Central dashboard showing Small and Light program canceled.

Account Management

Amazon Will Close the Small and Light Program on August 29

Read More

Copyright 2023 Channel Key, LLC. All Rights Reserved